6.docx - 壹、 行銷策略分析 品牌名稱: 之所以取名為賽先生,是引用了胡適以及陳獨秀在民初時發展五

6.docx - 壹、 行銷策略分析 品牌名稱:...

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壹、 行銷策略分析 品牌名稱: 之所以取名為賽先生,是引用了胡適以及陳獨秀在民初時發展五 四運動所提出的概念,結合 Science 的讀音並將之擬人化。而這個品 牌名稱也完全符合品牌所主打的商品特色,利用國高中歷史教科書必 定會提及的關鍵字來吸引消費者的關注,引起消費者的共鳴,徹底運 用了品牌元素「好記」、「有意義」、「討喜」、「易翻譯的」,也 具有「調適性」,創辦人未來也想跨領域與其他產業合作,透過嘗試 和研發,結合餐飲業或劇場大型演出。 LOGO 設計: 創辦人林厚進以自己的肖像當作 logo 設計的主軸,再搭配中英對照的 文字,圖文並茂讓大眾能一眼認出,提 高辨識度。 市場區隔: 靜態變數:賽先生科學工廠鎖定的主要目標客群年齡大約在 25- 35 歲,其次是 40 歲階層,並且創辦者希望能夠吸引大學學歷以
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