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中文篇名

Dream Day Wedding:心之芳庭Moncoeur

英文篇名

Dream Day Wedding: Moncoeur

作者

鄭祥麟汪志勇

中文摘要

薰衣草森林集團透過與味丹集團的合作,2009 年在大坑成立了以戶外莊園婚禮為訴求的婚宴中心。看到園內遊客如織的景象,同時也有愈來愈多新人願意選擇心之芳庭做為婚宴舉行的場所,顯示心之芳庭已在婚禮市場中開發出一個新的利基市場。然而看到這樣的成績,王村煌執行長隨即開始思考幾個營運上的問題,現有的經營模式是否有調整的必要性?心之芳庭與薰衣草森林的品牌定位是否過於相近?以及如何解決假日時遊客過多的現象。

英文摘要

The Lavender Cottage Group sets up an outdoor wedding ceremony park in Dakeng Taichung, named “Moncoeur”, via the strategic alliance with Vedan Group in the year of 2009. Huge numbers of customers come as crowds into the park. Increasing numbers of wedding ceremonies are also held in the center. It shows that Moncoeur has launched and caught a new riche market successfully. Beyond the initial success, the chief officer of Moncoeur starts to consider some critical decision-making issues. For example, Do they need to modify the original business model? Does the Moncoeur possess a too similar positioning with the Lavender Cottage Group? And how can they solve the overwhelming numbers of customers in wedding center park on holidays?

關鍵詞

行銷組合品牌管理差異化策略marketing mixbrand managementdifferentiation strategy

刊名

產業與管理論壇

期數

201409 (16:3期)

起訖頁

078-097

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342014091603004  複製DOI   DOI查詢

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