食品電商品牌設計與網路行銷之創作研究—以富客甜品工作室為例
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2024
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在COVID-19嚴重特殊傳染性肺炎全球大流行的影響下，針對餐飲業實體店面，受到台灣全國升級三級警戒影響，無法接待客人在密閉室內用餐的問題。探討數位轉型虛實整合等形式，透過網路傳遞訊息接觸消費者。研究方法以「文獻分析法」、「個案研究法」、「深度訪談法」之研究架構。文獻分析法蒐集 2020年網路使用數據報告結果，加以分析台灣消費者使用網路的趨勢。個案研究方法針對王品集團餐飲品牌面對疫情的數位轉型措施進行研究分析。對知名甜點電商品牌貝克街巧克力蛋糕，進行網路形象分析。Jamio家麵屋品牌進行網紅影響力分析，因疫情的催化下促進網紅影響力的新商業模式。以深度訪談法，訪談六個不同年齡層的網路使用者的網路購物習慣。根據以上研究結果，作為「富客甜品工作室」品牌設計參考依據。確立主視覺風格定位，以及品牌行銷規劃形象官網的建立，規劃線上購物流程系統，設計創作出符合市場定位的品牌形象設計。
Under the influence of the COVID-19 severe special contagious pneumonia global pandemic, for the physical stores of the catering industry, affected by Taiwan's national upgrade to the third level of alert, it is impossible to receive guests to dine in a closed room. Discuss forms such as integration of virtual reality and digital transformation, and communicate with consumers through the Internet. The research method is based on the research framework of "document analysis method", "case study method" and "in-depth interview method". The literature analysis method collects the results of the Internet usage data report in 2020, and analyzes the trendof Taiwanese consumers using the Internet. The case study method researches and analyzes the digital transformation measures of Wangpin Group's catering brands in the face of the epidemic. Analyze the online image of Baker Street Chocolate Cake, a well-known e-commerce dessert brand. Jamio’s Noodle House brand is analyzing the influence of Internet celebrities, because of the new business model that promotes the influence of Internet celebrities under the catalysis of the epidemic. Using the method of in-depth interviews, the online shopping habits of six Internet users of different age groups were interviewed. Based on the above research results, it serves as a reference for the design of the"Full Cake Dessert Studio" brand. Establish the main visual style positioning of its girly, lively and colorful colors, and establish the official website of the brand marketing planning image, plan the online shopping process system, design and create a brand image design that meets the market positioning.
Under the influence of the COVID-19 severe special contagious pneumonia global pandemic, for the physical stores of the catering industry, affected by Taiwan's national upgrade to the third level of alert, it is impossible to receive guests to dine in a closed room. Discuss forms such as integration of virtual reality and digital transformation, and communicate with consumers through the Internet. The research method is based on the research framework of "document analysis method", "case study method" and "in-depth interview method". The literature analysis method collects the results of the Internet usage data report in 2020, and analyzes the trendof Taiwanese consumers using the Internet. The case study method researches and analyzes the digital transformation measures of Wangpin Group's catering brands in the face of the epidemic. Analyze the online image of Baker Street Chocolate Cake, a well-known e-commerce dessert brand. Jamio’s Noodle House brand is analyzing the influence of Internet celebrities, because of the new business model that promotes the influence of Internet celebrities under the catalysis of the epidemic. Using the method of in-depth interviews, the online shopping habits of six Internet users of different age groups were interviewed. Based on the above research results, it serves as a reference for the design of the"Full Cake Dessert Studio" brand. Establish the main visual style positioning of its girly, lively and colorful colors, and establish the official website of the brand marketing planning image, plan the online shopping process system, design and create a brand image design that meets the market positioning.
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品牌設計, 食品電商, 網路行銷, brand design, food e-commerce, online marketing