台南赤崁擔仔麵經營策略、品牌知名度與購買意願關係之研究

Chia Nan University of Pharmacy & Science Institutional Repository > 環境永續暨休閒學院 > 2011年健康休閒國際研討會 > Item 310902800/24310

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標題:	台南赤崁擔仔麵經營策略、品牌知名度與購買意願關係之研究 A study to explore marketing strategy, brand awareness among purchasing intention and related research in Chihkan Tan Tsi noodle
作者:	陳麗秋曾倫崇張鳴珊
貢獻者:	嘉南藥理科技大學休閒事業管理研究所嘉南藥理科技大學休閒保健管理系
關鍵字:	赤崁擔仔麵台南小吃購買意願經營策略品牌知名度 Chihkan Tan Tsi noodle Tainan snacks purchase intention marketing strategy brand awareness
日期:	2011.05.27
上傳時間:	2011-09-15 16:48:10 (UTC+8)
摘要:	台灣小吃一直是台灣文化特色的代表性之一，而台南是台灣最早開發的地區，擁有美味絶佳風靡全球的各式小吃，值得深入研究。本研究採用質性研究及量化研究方法混合方法，質性研究方法包括與學者、專家以及業者做實際訪談。量化則以便利抽樣方式，以人員訪問方式在台南赤崁擔仔麵店裡及店門口進行問卷發放，共計發放310份問卷，回收310份，剔除填答不完整之有效問卷有300份。本研究結果發現遊客來台南主要目的大多是來品嘗台南小吃，停留時間最多的是半天至一天，資訊來源大都為親友推薦，受訪者大都認為電視廣告行銷效果最好。研究結果也顯示受訪者最認同聘用單親媽媽為員工的策略，對台南赤崁擔仔麵服務熱忱最滿意，遊客也最贊同台南是一個美食之都。經營策略、品牌知名度與購買意願之間有關係。 The snacks in Taiwan have always been one of the cultural highlights of the country. Tainan is the earliest developed city in the country, and so there are various delicious snacks have captured the taste buds of the world, and this is something worth looking into. Both quantitative and qualitative research methods were used in this research. Qualitative research methods included interviews with scholars, professionals and people in the trade. Quantitative research method used random sampling in the form of a survey being issued to the customers Tainan Chikan Tan Tsi noodle shop, and those at the entrance of the store. 310 surveys were being issued and collected, and there were 10 incomplete surveys. In total, there were 300 surveys that were used for the results. This research found out that the main purpose of tourists coming to Tainan is for to eat the Tainan snacks. The longest stay in Tainan is half a day to one day. Usually the information came mainly from the recommendation of friends and relatives. Most interviewees felt that the marketing from advertisements has the best effect. The research results also showed that the interviewees recognize the strategy of hiring single mothers. The interviewees were also satisfied with the service of Tainan Chikan Tan Tsi noodle shop.The tourists agreed that Tainan is the fine food capital of Taiwan. The marketing strategy and the brand awareness are related to the purchase intention of the consumers.
關聯:	2011健康休閒國際研討會，起迄日：2011/05/27，地點：嘉南藥理科技大學
显示于类别:	[環境永續暨休閒學院] 2011年健康休閒國際研討會 [休閒保健管理系(所)] 會議論文

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