| 题名 |
喝出健康！老宅門黑豆茶－走入市集之歷程探討 |
| 并列篇名 |
Drink Healthy! Lao-Zhai Men Black Bean Tea-Discussion on the Process of Entering the Micro Entrepreneurship Market |
| 作者 |
楊主行(Yang,Chu-Hsing)；陳郁琳(Chen,Yu-Lin)；余正傑(Yu,Zheng-Jay)；藍晢紘(Lan,Zhe-Hung)；楊晴晴(Yang,Ching-Ching) |
| 关键词 |
微型創業市集 ； 品牌故事 ； 黑豆茶 ； micro entrepreneurship market ； brand story ； black-bean tea |
| 期刊名称 |
休憩管理研究 |
| 卷期/出版年月 |
9卷1期（2022 / 07 / 01） |
| 页次 |
21 - 32 |
| 内容语文 |
繁體中文;英文 |
| 中文摘要 |
近年來養生風潮興起，人們開始注重養生保健，而黑豆茶功效良多、有益身體健康，因此本研究選擇黑豆茶為研究主題，並到市集進行實際銷售。為了更了解黑豆茶，從內部產品設計的部份，經由專家指導從黑豆洗選、炒製、包裝，從無到有的過程中一步一腳印的完成。而外部包裝設計請設計師為本研究設計出適合的品牌意象之商標及更新包裝和撰寫品牌故事，讓顧客更了解老宅門。為了與原品牌銷售有所區隔，因此實際走入市集擺攤，透過自我敘說法針對市集擺攤的歷程進行研究，並探討創業者走入市集之過程對本研究的意義。另，實際擺攤銷售黑豆茶部份，以預期結果比較實際銷售結果，發現銷量和預估的差距甚大，尤其是大包裝家庭號的部份。而小包裝兩天就完售，因此可以看出消費者對於未嘗試過的新產品，會以價位低者為優先選擇。透過半結構式訪談市集工作者之擺攤歷程，匯總訪談結果後，發現市集工作者擺攤的目的都不是以獲取利益為目標，而是以增加「品牌知名度」、「交朋友」及「體驗市集」為主。 |
| 英文摘要 |
In recent years, the trend of health care has risen, and people have begun to pay attention to health care. Black bean tea has many effects and is beneficial to health. Therefore, this study chose black bean tea as the research topic and went to the micro entrepreneurship market for actual sales. In order to have a better understanding of black bean tea, from the internal product design part, through the guidance of experts, the process of black bean washing, frying, and packaging, from scratch, is completed step by step. As for the external packaging design, designers are asked to design a suitable brand image logo for this research, update the packaging and write a brand story, so that customers can better understand the Lao-Zhai Men. In order to be different from the original brand sales, we actually walked into the micro entrepreneurship market to set up a stall, studied the process of setting up a market stall through self-narratives, and discussed the significance of the entrepreneur's process of entering the market to this research. In addition, for the actual sales of black bean tea, this study compared the actual sales results with the expected results. It was found that there was a big gap between the sales volume and the forecast, especially for the large-package family number. The small packages are sold out in two days, so it can be seen that consumers will give priority to those with lower prices for new products that they have not tried. Through semi-structured interviews with micro entrepreneurship market workers on the process of setting up stalls, and after summarizing the interview results, it is found that the purpose of micro entrepreneurship market workers setting up stalls is not to gain profits, but to increase "brand awareness", "make friends" and "experience market." |
| 主题分类 |
社會科學 >
體育學 社會科學 > 管理學 |
| 参考文献 |
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