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    Title: 台灣民生快消品(FMCG)產業經營績效與品牌通路之關聯性研究-以身體護膚護手品類為例
    A Study on the Correlation between in FMCG Industry Business Performance and Brand Channels in Taiwan －Case Study of Body Care Hand Care Products
    Authors: 楊逸茹
    Yang, I-Ru
    Contributors: 鄭宇庭
    楊逸茹
    Yang, I-Ru
    Keywords: 民生快消品
    品牌
    通路
    經營績效
    化粧品
    FMCG
    Business performance
    Brand
    Channels
    Date: 2018
    Issue Date: 2018-10-01 12:07:14 (UTC+8)
    Abstract: 化妝品產業是一個低風險、高毛利的產業，在全球消費市場因經濟不景氣及金融風暴的衝擊，消費市場的經營成效逐年的成長並不如預期般的快速成長，再加上消費者對於消費性商品的需求也不斷的在變化，消費市場的經營出現疲乏的現象，反觀化妝品產業的需求並未受到經濟環境的影響而受到嚴重的衝擊，這也是化粧品產業在消費市場的一項特色。近年來，環保意識抬頭，消費者在追求身體保養效果的同時，也希望帶給生態以及地球正面的效益，且市場需求也越來越多變，消費者在眾多商品之中不僅只是選擇有效的產品，產品本身的訴求更要符合消費者的期待，掌握消費者的習慣與消費趨勢也成為現代企業的首要目標。
    基於化粧品銷售型態的緣故，本研究考量經由N調查公司的化粧商品的銷售調查結果，探討國內消費者對於化粧品市場上的通路與品牌的喜好，據以提昇未來化粧品公司在行銷策略或經營的參考。本研究依據調查資料進行分析，分析結果如下：
    一、 身體護膚護手化粧品以DRUG為關鍵銷售通路。
    二、 便利性是護手化粧品銷售的重要影響關鍵因素。
    三、 妮維雅的身體護膚護手及身體護膚化粧品的平均每月銷售額度最高。
    四、 布蘭妮醫藥與德國小甘菊的化粧品牌實施高單價行銷策略。
    Reference: 一、 中文文獻
    1. 于慧君，2010，快速消費商品之零售通路演變與影響之先期研究，行銷與流通管理研究報告。
    2. 王錫蒼，2017，化粧品虛實通路供應商評選決策準則之比較，致理科技大學企業管理系服務業經營管理碩士班碩士論文。
    3. 尼爾森行銷研究顧問股份有限公司，2014，台灣市場總覽，台北。
    4. 李承陽，2004，書店品牌權益因素之研究，南華大學出版事業管理研究所碩士論文。
    5. 島口充輝，1995，創造顧客滿意行銷：21th追求企業成長的新建構，洪建全基金會出版。
    6. 康緞、邱素津、陳彥彰及謝瑞玲，2005，探討金控公司改制前後經營績效之研究，建國科大學報 24(2)，頁211-232。
    7. 張祖蕙，2014，化妝品商品與顧客關係管理之關連性研究-以B公司為例，國立政治大學經營管理碩士學程碩士論文。
    8. 張紘炬、蔡宗儒等，2008，現代統計學，台北：華泰文化公司。
    9. 郭崑謨，1990，消費者抱怨行為及其影響因素之研究，管理評論79.07，頁155-173。
    10. 陳順宇、鄭碧娥，2004，統計學，華泰文化事業有限公司。
    11. 陳鋆坪，2016，快速消費品商業模式之探討以食品產業為例，國立臺北科技大學經營管理系碩士論文。
    12. 黃登源，1998，應用迴歸分析，台北：華泰書局。
    13. 楊宜忠，2013，從人才培訓管理看中小企業未來發展之人才需求，國立政治大學經營管理碩士學程碩士論文。
    14. 楊珮民，2006，台灣地區食品產業通路權力之研究，第五屆兩岸產業發展與經營管理研討會，中國海南，頁1。
    15. 楊曉強，2016，工業品牌強度在泰國之通路行銷管理研究－以泰國 SMARTECH 公司為例，國立臺北科技大學EMBA 經管研究所碩士學位論文。
    16. 歐陽良裕，1995，基礎商用統計學，台北：華泰書局。
    17. 賴俊明，2004，不同產品涉入程度下通路型態與促銷方式對品牌權益的影響，國防大學國防管理學院資源管理研究所碩士論文。
    18. 謝文雀譯，1998，行銷管理-亞洲實例，台北：華泰文化事業股份有限公司，頁522。

    二、 英文文獻
    1. Aaker, D. A., 1991, Managing Brand Equity: Capitalizing on the Value of a Brand name, New York: The Free Press.
    2. Ailawadi, K. and Keller, K., 2004, Understanding RetailBranding：Conceptual Insights and Research Priorities, Journal of Retailing, 80(4)331-342.
    3. Baker J., Grewal, D. & Parasuraman, A., 1994, The Influence of Store Environment on Quality Influence and Store Image, Journal of the Academy of Marketing Science, 22(4), 328-339.　
    4. Barry Berman & Joel R. Evans, 1995, Retail Management: A Strategic Approach, 6th ed., Pr entice- Hall.
    5. Boulding, W. and Lee, E. and Staelin, R., 1994, Mastering themix：Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation？Journal of Marketing Research, 31(2), 159-172.
    6. Bronnenberg, B. J. and Mahajan, V. and Vanhonacker, W. R., 2000, The Emergence of Market Structure in New Repeat-Purchase Categories：The Interplay of Market Share and Retailer Distribution, Journal of Marketing Research, 37(1),16-31.
    7. Buchanan, L., 1992, Vertical trade relationships：The role of dependence & Symmetry in Attaining Organizational Goals, Journal of Marketing Research, 29(2), 65-75.
    8. Bucklin, L.P., 1970, The Marketing System and Channel Management, Managerial Analysis in Marketing.
    9. Combs, J. G. and Ketchen, D. J., 1999, Explaining Interfirm Cooperation and Performance：Toward a Reconciliation of Predictions From the Resource-based View and Organization Economics, Strategic Management Journal, 20(9), 867-888.
    10. Coughlan A. T. and Anderson E.and Stern L. W. and El-Ansary A. I.,1988, Marketing Channels, Pearson Education, Inc., 7-39。
    11. Dodds,W,B.,Monroe,K,B. & Grewal,D.,1991,The Effect of Price,Brand,and Store Information on Buyers, Product Evaluations, Journal of Marketing, 28, 307-326.
    12. Dyer, J. H. and Singh, H., 1998, The Relational View：Cooperation Strategy and Sources of Interorganizational Competitive Advantage, Academy of Management Review, 23(4), 660-679.
    13. E. Jerome McCarthy, 1975, Basic Marketing: A Managerial Approach, fifth edition, Richard D., Irwin, Inc., 37.
    14. Fader, P. S. and Schmittlein, D. C., 1993, Excess Behavioral Loyalty for High-Share Brands：Deviations from the Dirichlet Model for Repeat Purchasing, Journal of Marketing Research, 30(4),478-493.
    15. Fisk G., 1961, A Conceptual Model for Studying Customer Image, Journal of　Retailing, (Winter) 37(4), 1-8, 54-55.　　
    16. Ghosh, M. and John, G., 1999, Governance Value Analysis and Marketing Strategy, Journal of Marketing, 63,131-145 Special Issue.
    17. Glynn M. S., 2010, The Moderating Effect of Brand Strength In Manufacturer- Reseller Relationships, Insustrial Marketing Management, 39(2010)1226-1233.
    18. Guirdham, M., 1972, Marketing: The Management of Distribution Channels, New York: Pergamon Press.
    19. Hansen, R. A. & Deutscher, T., 1977, An Empirical Investigation of Attribute Importance in Retail Store Selection, Journal of Retailing, 53(4), 59.
    20. Hardy, K. G., & Magrath, A. J., 1989, Dealing with cheating in distribution. European Journal of Marketing, 23(2), 123-129.
    21. Keller, K. L., 2000, Building and Managing of Corporate Brand Equity, London: Oxford University Press.
    22. Keller, K. L., 1993, Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), 1-22.
    23. Kotler P., 1991, Marketing　Management: Analysis, Planning, Implementation, and Control, Londom Prentive Hall.　
    24. Kunkel J. H. & Berry L. L., 1968, A Behavioral Conception of Retail Image, Journal of Marketing, 32, 21-28.　
    25. Levy, Michael,Weitz, 2001, Marketing Management,10thed.,NJ:Prentic Hall.Lindquist,J.D.,1974-1975, Meaning of Image:A Survey of Empirical and Hypotheical Evidence, Journal of Retailing, 50(4), 29-38.
    26. Lilien, G.L., 1979, Advisor 2: Modeling the Marketing Mix Decision for Industrial Products, Management Science, Vol.25 (February), 191-204.
    27. Martineau, P., 1960, Developing the Corporate Image, New York: Charles Scribners Sons.
    28. Mudambi, S.,2002, Branding Importance in Business-to-Business Markets: Three Buyer Clusters by, Industrial Marketing Management,31(6),525-533
    29. Needham, Dave. 1996, Business for Higher Awards. Oxford, England: Heinemann.
    30. Raggio, R. D and Leone, R. D., 2007, Theoretical Separation of Brand Equity and Brand Value: Mannagerial Implications for Strategic Planning, Brand Management, 14(5), 380-395, Journal of Brand Management, 32(11), 6-12.
    31. Shocker, A. D., Srivastava, R. K., & Ruekert, R. W. , 1994, Challenges & Opportunities Facing Brand Management: An Introduction to the Special Issue, Journal of Marketing Research, 149-158.
    32. Urbany, Joel E., David B. Montgomery, 1998, Rational Strat Egic Reasoning: An Unnatural Act?, Marketing Letters, 9 (August), 285－300.
    33. Webster, Jr. Frederick E., 2000, Understanding the Relationships Among Brands, Consumer and Resellers, Journal of the Academy of Marketing Science, 28. 17-23
    34. Wernerfelt, Birger., Umbrella Branding as a Signal of New Product Quality: An Example of Signaling by Posting a Bond, RAND, Journal of Economics, 19(3), 458-466, 1988.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    105932096
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105932096
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.EMBA.093.2018.F08
    Appears in Collections:[Executive Master of Business Administration] Theses

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