蜂蜜品牌創新策略之研究

臺灣蜂蜜因為天氣變化因素產量減少，進口蜂蜜的競爭加上假蜂蜜事件頻傳，消費者無法放心購買，蜂農在經營方面越來越困難。以蜂農立場出發瞭解目前的蜂蜜市場，採用質量並重研究方法，探討未來蜂蜜品牌的建構及包裝創新模式。
本研究分成兩個部分進行，一是針對消費者購買蜂蜜因素進行市場調查；另一則是研究者對於個案的蜂農進行深度訪談。綜合以上部分，並提出未來蜂蜜品牌包裝之建議。
整理研究結果有以下發現：1.商品的品質為首選考量；2.突顯出蜂蜜特色才是幫蜂蜜包裝的重要因素；3.令人印象深刻的品牌名稱與小容量的包裝。設計不只有侷限在平面視覺，而是要全面的幫助產業經營。

The pure Taiwan honey market was imitated by climate change. The imported honey and adulterated honey existing. Consumers can’t be assured purchase. It results in adversely affecting the Taiwan beekeepers. Thinking over positively in beekeeper’s viewpoint to know Taiwan honey market. The researchers should emphasize both quality and quantity of research methods. This study mainly discusses the future of honey brand building and new packaging applications. Several conclusions derived from this research are as follows.
The first part of the consumers purchased Taiwan honey in questionnaires method. The second part of the researchers interviewed beekeepers with an in-depth interview approach. Based on the above viewpoint, incorporating brand design and package design, thus provides some suggestions and directions about honey brands. Summarizing the following discoveries:
First, consumers will value more on the quality. Second, high light the honey features of package will also be the top issue. Third, having impressive of brand name and small container packing. Design is not limited to graphic visual, but to give a direction for a better business model path.