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臺灣食品批發業之行銷策略分析—以F商行為例 = Marketing St...

國立高雄大學高階經營管理碩士在職專班(EMBA)

臺灣食品批發業之行銷策略分析—以F商行為例 = Marketing Strategy Analysis of Wholesale Foods－A Case Study of F Firm

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Marketing Strategy Analysis of Wholesale Foods－A Case Study of F Firm
作者:	施岳志,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	126面圖，表 : 30公分;
標題:	行銷策略
標題:	marketing strategy
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/55762740100194570544
摘要註:	近年來，隨著通路成本增加和資金取得不易，使得批發業者導入新產品與服務的成本和風險相對提高。同時，在自由競爭的壓力下，批發業也跟其他產業一樣，需要保持高度的競爭力，以因應這通訊科技迅速變革的年代，因此使得行銷策略的訂定更加的重要。因此本研究以「F商行」為個案公司，藉由深度訪談，並透過SWOT分析探討其行銷策略之優勢、劣勢、機會與外在威脅，期望藉此能善用現有資源並訂定未來企業行銷策略發展之主軸，以取得最佳的競爭優勢。主要研究發現如下：(1)應把市場定位為提升零售商價值的貼心夥伴；(2)可行的產品策略為提供不同規格差別化的商品，以滿足商品的多元化需求；(3)在低差異化的部份，仍以經濟實惠的低價策略為主要價格策略，而在客製化服務與產品的部份，則以物超所值的中高價格為主要價格策略；(4)應積極擴展加盟及與宅配業者異業結盟的方式，以降低通路之成本，並提高通路服務的價值，甚至可以思考轉型朝向兼具商品買賣及配送的功能之批發型物流中心發展；(5)促銷策略方面可採行較貼近在地化的促銷活動；透過網路的廣告及發行個別化電子型錄與推行品牌活動並積極參與鄰里活動，讓零售商及其消費者對「F商行」的品牌形象(品質)感到認同。 For the past few decades, the channel access and obtaining funds has increasingly cost higher and higher for the wholesale industry to introduce new products and services. Same as other industries, meanwhile, the wholesale industry has also to maintain a high competitiveness under the pressure of free competition to adjust to rapid changes in the era of information and communication technology. In consequence, developing a suitable marketing strategy is one of the most issues for the wholesale industry. This thesis conducts a case study that subjects of top management and employees in the F case company were interviewed to explore the marketing strategy. The general business operations and technique of SWOT analysis with 4P-oriented operations were employed to explore F case company’s strengths, weakness, opportunities, threats and the creative marketing plans. The research results suggest that F case company should (1) position their market as an intimate retailers partner to create their value, (2) provide differentiated products with different specifications to meet the diversified needs of good, (3) afford low prices as the main pricing strategies for the low part, and high prices for the customized services and products, (4) develop strategic alliance with logistics industry to reduce the channel cost and increase service value; transform towards both a function of commodity trading and wholesale distribution logistics center, and (5) adopt a more close-in ground-based promotion strategy by using Internet-based electronic catalogs for advertisement and distribution and actively participating the neighborhood activities to increase the recognition of F case company.

臺灣食品批發業之行銷策略分析—以F商行為例 = Marketing Strategy Analysis of Wholesale Foods－A Case Study of F Firm
施, 岳志

臺灣食品批發業之行銷策略分析—以F商行為例 = Marketing Strategy Analysis of Wholesale Foods－A Case Study of F Firm / 施岳志撰 - [高雄市] : 撰者, 民99[2010]. - 126面 ; 圖，表 ; 30公分.
參考書目：面.
行銷策略marketing strategy

臺灣食品批發業之行銷策略分析—以F商行為例 = Marketing Strategy Analysis of Wholesale Foods－A Case Study of F Firm
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