美食達人（85度C）－－打造品牌行銷大陸

Gourmet Master（85°C）– Branding in China

「品牌」是企業，是服務業行銷的成功關鍵因素。台灣20 大國際品牌報告，85 度C 品牌價值，2012 年達2.72 億美元，排名台灣第10 大國際品牌，主要歸因其品牌在中國大陸的快速成長。本個案的宗旨係探討85 度C 如何打造品牌行銷大陸，以維繫企業競爭優勢。2007 年，吳政學董事長推動85 度C 品牌行銷大陸，本個案描述吳董事長在打造品牌重要關鍵時刻，自品牌登陸準備與星巴克相庭抗衡、快速成長的品牌危機、導入全面品牌管理系統至建立合乎品牌策略的直營連鎖營業模式等不同階段的品牌因應策略。另依循品牌理論包括品牌定位模型、品牌共鳴模型及品牌價值鏈模型探討分析85 度C 品牌在中國大陸市場勝出的關鍵因素。期使此田野個案能對企業品牌行銷中國大陸有所貢獻、激勵並了解因應採取合宜的品牌策略。

The "brand" is the key to a successful enterprise, especially in the food and beverage (F&B) services industry. The “Top 20 Taiwan International Brands Report” indicated the Gourmet Master (85°C) is ranked 10th among Taiwan’s top 20 international brands, with a brand value of $272 million in 2012. This brand achievement of 85°C is credited to its high-level growth in the mainland China market. This case study explores the key issues of Gourmet Master build its brand and increase its brand competitiveness in China. In 2007, Wu Cheng-hsueh, President of 85°C, started a business in mainland China. Unfamiliar with the pitfalls of this market, his company encountered a series of brand crises. Mr. Wu then implemented the Total Brand Management (TBM) model and succeeded in establishing the 85°C brand in China. By following the branding theory, we will examine the development of the 85°C brand and try to capture its core values and the factors that contributed to its branding success in China. This study also will help students understand the new concepts of brand management models and its relationship with brand positioning, brand resonance and brand value chain. It is our sincerest hope that this study will inspire business across the Taiwan Strait to adopt better business branding strategies.