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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/155870


    Title: 探討台灣連鎖茶飲進軍日本市場成功因素 - 春水堂為例
    The Success Factors of Taiwanese Chain Tea Stores Entry into the Japanese Market: A Case Study of Chun Shui Tang
    Authors: 黃文明
    Huang, Wen-Ming
    Contributors: 黃家齊
    黃文明
    Huang, Wen-Ming
    Keywords: 春水堂
    茶飲連鎖
    品牌定位
    海外營運
    Chun Shui Tang
    chain tea
    brand positioning
    overseas operations
    Date: 2024
    Issue Date: 2025-03-03 13:33:16 (UTC+8)
    Abstract: 本研究旨在探討台灣連鎖茶飲春水堂進軍日本市場的成功因素，藉以提供其他台灣連鎖茶飲品牌進軍日本市場的參考依據。本研究以台灣春水堂進軍日本市場為個案，透過文獻探討和個案研究及訪談的方式，歸納出春水堂在進軍日本市場的成功因素。研究發現，春水堂成功進軍日本市場的關鍵因素包括：品牌定位與價值觀的傳承、產品策略的調整、經營策略的靈活調整、與當地夥伴的良好合作關係等。
    The research is to explore the successful factors of Taiwan's chain tea brand Chun Shui Tang's entry into the Japanese market, in order to provide a reference for other Taiwanese chain tea brands entering the Japanese market. This study takes the case of Chun Shui Tang's entry into the Japanese market as an example, and through literature review, case study, and interviews, summarizes the successful factors of Chun Shui Tang's entry into the Japanese market. The study found that the key factors for Chun Shui Tang's successful entry into the Japanese market include brand positioning and value inheritance, product strategy adjustment, flexible business strategy adjustment, and good cooperation with local partners.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    110932025
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110932025
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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