逢甲夜市品牌整合化：Fun。J

(1)

逢甲夜市品牌整合化

- Fun

。

J

Fun

。

J Night Market

作者：

鄒志湧、黃郁閔、郭燕珊、江明君、林妤玲

系級：

國

際貿易學系

四乙

學號：D9843101

、

D9855272

、

D9820100

、

D9855170

、

D9855077

開課老師：

林呈昱老師

課程名稱：

消費者行為

開課系所：

國

際

貿

易學

系

開課學年： 101 學年度第 2 學期

(2)

中文摘要

:

!

關鍵字

關鍵字：

：

逢甲夜市、品牌整合、小逢、阿甲

(3)

Abstract

Night market culture in most of the Asian countries occurred in a

relatively concentrative village or neighborhood. Those areas were the

most developed and prosperous places, which contained a lot of local

civilized culture. Every night market in different countries has specific

feature, Taiwan is the most interesting amongst them. Feng Chia night

market along with other night markets like Shih Lin night market and Liu

He night market are counted as the most famous night markets in Taiwan.

Due to its creativity, Feng Chia night market makes itself outstanding

than other night market. With homogenization problems, a lot of foreign

travelers could not easily distinguish between different night markets,

and they can t even buy their friends some souvenir to prove they ve

been to any night market. From this aspect, we try to integrate Feng Chia

Night Market by building a whole new brand name Fun.J Night Market. In

addition, we intended to create a strong brand image and make it as

landmark of Taiwan in the future.

Keyword

(4)

目

次

! (

) ---- 4

! (

) ---5

! (SWOT) ---

9 ! (STP) --- 10

! (

) --- 11

P! P! P! P! (

4P) --- 13

! (

) --- 17

! (

) --- 18

! (

) ---

20 ---20

:

---

21

(5)

! (

)

logo

(6)

! (

)

( )

1. 饋.

3. ( )

,

(

)

,

(

):

1. :

饋.

:

(7)

:

-

(

)

-

(

)

饋4

-

Beer Bar

Go-Go Bar

-

,

-

(

)

,

(8)

:

35%

65%

45%

50%

5%

18~35

15,000/

饋5,000/

(9)

( )

:

(

) 90

100

3.6

(10)

参参

(11)

! (SWOT)

Strength

Weakness

,

Opportunity

Threat

,

(12)

肆

肆、

、

! (STP)

(13)

! (

)

FUN

J

Night Market

（

）

FUN：

Ms Fun & Mr J

Slogan

FUN

：

J

：

N. Market

：

logo

(14)

(15)

P! P! P! P! (

4P)

Product

(16)

1. Price

Price

(

((

(

++

+

)

))

)

+

50 /

+

80 /

+

30 /

T

TT

(17)

Place

WIFI

(18)

P

PP

(19)

(20)

! (

)

( )

:

,

1. 饋.

3.

4. ( )

1. 饋.

3. ( )

1. ( )

(21)

i.

饋.

(22)

! (

)

(

((

( )

))

)

3184000

3参0饋400

4饋49600

饋619185

饋饋93468

566989饋

361815

1饋0893饋

5参9参08

饋饋1361

856699

434参81

(

((

( )

))

)

饋01

饋014

44 4/1/1

/1/1

饋01

饋014

44 4/1饋/31

/1饋/31

饋01

饋015

55 5/1饋/31

/1饋/31

饋01

饋016

66 6/1饋/31

/1饋/31

参0000

9465饋3

饋039543

饋510453

(

((

(

)

))

)

86690

5饋460

16饋30

0 参0000

10189参3

饋0参46参3

饋510453

参0000

10189参3

饋0参46参3

饋510453

参0000

10189参3

饋0参46参3

饋510453

(23)

1.

1. /

/

5.1饋

8.参

10.05

1.

1. /

/

ROE

19

19.

19

19 ..

.4

44

46

66

6 饋8.

饋8

..

.3参

3参

30

30.04 .04

.04

(24)

! (

)

LOGO

-FUNJ

;

FUNJ

(25)

Strolling to the whole new experience!

::::

1.

1. :

::

_:

http://travel.sina.com/news/play/饋011-01-饋0/饋饋518598.html

饋.

:

http://admin.taiwan.net.tw/public/public.aspx?no=315

http://admin.taiwan.net.tw/statistics/market.aspx?no=133

3.

100

4.

4. :

:

http://www.dgbas.gov.tw/ct.asp?xItem=183参4&CtNode=4936&mp=1

5.

5. :

:

http://tw.news.yahoo.com/%E8%A参%80%E5%85%89%E6%94%B6%E5%85%A5%E参%A0%B

4%E参%99%BE%E5%84%84%E参%BE%8E%E5%85%83-%E6%9参%85%E5%AE%A饋%E6%9C%80%E6%

84%9B%E9%80%9B%E5%A4%9C%E5%B8%8饋101-饋15048饋38.html

6.

6. -

--

-

:

::

:

http://zh.wikipedia.org/zh-tw/%E9%80%A饋%E参%94%B饋%E5%A4%9C%E5%B8%8饋

参.

-

--

-

http://zh.wikipedia.org/zh-tw/%E9%80%A饋%E参%94%B饋%E5%A4%9C%E5%B8%8饋

逢甲夜市品牌整合化：Fun。J