以SWOT矩陣探討烘焙業體驗行銷策略

Exploring the experiential marketing strategy of the baking industry from the SWOT Matrix

民以食為天，從古至今決不變的道理，而烘焙業對台灣來說在整個食品工業裡是非常重要的一部份，也是最貼近民眾日常生活的一個行業。本研究依照文獻整理分析烘焙業的現況以及所面臨的問題為何，在更進一步透過烘焙業與體驗行銷的理論概念的交互應用，配合與專家之間進行深度訪談（Depth interviews），運用SWOT分析烘焙業現況，並且整理出烘焙業體驗行銷考量之因素，再以分析階層體系法（AHP）問卷分析來進行重要性評估，提出烘焙業可執行的體驗行銷方案建議。 Eating is very important, and the past is the same since ancient times. The baking industry is a very important part of the food industry for Taiwan, and it is also an industry that is closest to the daily life of the people. This study analyzes the current situation of the baking industry and the problems it faces in the literature. In addition, through the interactive application of the theoretical concepts of the baking industry and experience marketing, and the Depth interviews between experts and experts, SWOT is used to analyze the current situation of the baking industry. Organize the factors of the marketing experience of the baking industry, and then use the AHP questionnaire to analyze the importance and propose the experience marketing plan that can be implemented in the baking industry.