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    Title: 中國嬰兒奶粉市場之策略行銷分析-以Y集團為例
    Strategic marketing analysis on Chinese infant formula market-Y company for example
    Authors: 李範亞
    Contributors: 巫立宇
    李範亞
    Keywords: 外顯單位成本
    內隱成本
    策略行銷
    嬰兒奶粉
    Date: 2010
    Issue Date: 2013-09-05 13:59:20 (UTC+8)
    Abstract: 隨著經濟成長,個人可支配收入增加,以及在職母親人數上升,中國嬰幼兒奶粉業每年皆以兩位數成長。然而,龐大的嬰兒奶粉市場一直為國外品牌所壟斷。尤其是三聚氰胺事件後,消費者的對嬰兒奶粉品質的要求和態度改變,進口嬰兒奶粉提升至80% 的市場佔有率,使中國國產嬰幼兒奶粉廠商面臨困境。
    嬰兒奶粉的購買者是父母親,購買的動機當然是以產品效益最高,品質最優良穩定,且價格合理的奶粉來撫育嬰兒,因此購買的動機與產品外顯單位成本和內隱成本有關。4C乃為產品的外顯單位成本和內隱成本(包括資訊搜尋成本,道德危機成本及專屬陷入成本),攸關消費者對產品效益的觀感。如果企業技巧的運用行銷策略,有效降低外顯單位成本,資訊搜尋成本,道德危機成本,及建立資產專屬性,提高產品的整體總效益,必然會得到顧客的青睞,刺激購買慾望,進而忠於品牌。本研究試圖以4C的觀點,以Y集團為例,來探討中國國產嬰兒奶粉的行銷策略,並且提供相關的行銷建議。
    Reference: 中文文獻
    王丁棉,2010,進口奶粉國產奶粉影響分析,慧典市場研究報告網。
    中投顧問,2010,2010-2015年中國奶粉市場投資分析及前景預測報告(上中下卷)。
    林江,2009,嬰兒奶粉普漲:多品牌衝破300元行業毛利超40%,中新海南網。
    邱志聖,2010,策略行銷分析-架構與實務應用, 台北:智勝文化。
    袁高生,2010,影響父母購買嬰兒奶粉的幾種心理機制,豆丁網。
    陳燈財,2008,中國大陸嬰幼兒奶粉廠商競爭策略與競爭優勢之研究,國立交通大學管理學院高階主管管理碩士論文。
    陳秉璋,1985, 社會學理論。台北:三民。
    張祥,2009,國產奶粉與洋奶粉的戰爭,臺灣搜網。
    陳渝,2010,資本諸侯競逐中國乳業,中國行業咨詢網。
    國際食品法典,1963,食品、食品生產及食品安全國際認可標準,聯合國糧農組織及世界衛生組織。
    黃俊英,2007, 行銷學原理,台北:華泰文化。
    彭作奎,1992,台灣嬰兒奶粉營養素含量與價格差異之研究,經濟半年刊,第51期,19-77頁。
    楊東震、羅玨瑜/合譯,2006,服務業行銷管理,台北:雙葉。
    楊進欣,2009﹐人工餵養存在風險,新華網。
    歐睿國際(Euromonitor International),2010,嬰兒配方奶粉行業調查,上海:歐睿資訊咨詢。
    國家統計局,2009,國家統計資料庫國民經濟綜合統計報表。
    Y企業市調,2009,Y集團企劃部﹕廣東。









    中文文獻
    王丁棉,2010,進口奶粉國產奶粉影響分析,慧典市場研究報告網。
    中投顧問,2010,2010-2015年中國奶粉市場投資分析及前景預測報告(上中下卷)。
    林江,2009,嬰兒奶粉普漲:多品牌衝破300元行業毛利超40%,中新海南網。
    邱志聖,2010,策略行銷分析-架構與實務應用, 台北:智勝文化。
    袁高生,2010,影響父母購買嬰兒奶粉的幾種心理機制,豆丁網。
    陳燈財,2008,中國大陸嬰幼兒奶粉廠商競爭策略與競爭優勢之研究,國立交通大學管理學院高階主管管理碩士論文。
    陳秉璋,1985, 社會學理論。台北:三民。
    張祥,2009,國產奶粉與洋奶粉的戰爭,臺灣搜網。
    陳渝,2010,資本諸侯競逐中國乳業,中國行業咨詢網。
    國際食品法典,1963,食品、食品生產及食品安全國際認可標準,聯合國糧農組織及世界衛生組織。
    黃俊英,2007, 行銷學原理,台北:華泰文化。
    彭作奎,1992,台灣嬰兒奶粉營養素含量與價格差異之研究,經濟半年刊,第51期,19-77頁。
    楊東震、羅玨瑜/合譯,2006,服務業行銷管理,台北:雙葉。
    楊進欣,2009﹐人工餵養存在風險,新華網。
    歐睿國際(Euromonitor International),2010,嬰兒配方奶粉行業調查,上海:歐睿資訊咨詢。
    國家統計局,2009,國家統計資料庫國民經濟綜合統計報表。
    Y企業市調,2009,Y集團企劃部﹕廣東。


    英文文獻
    AC Nielsen, (2010). Status and prospect of Chinese infants formula milk powder market, Shanghai: Nielsen China
    Bagozzi, R. P., (1975). Marketing as Exchange, Journal of Marketing, 39:32-39
    Blau, P. M., (1964). Exchange and Power in Social Life, New York: John Wiley and Sons.
    Blau, P. M., (May 1960). A Theory of Social Integration, The American Journal of Sociology, 15(6): p. 545
    Emerson, R. M., (1972a). Exchange Theory, Part I: A Psychological Basis for Social Exchange, 2: pp.38-57 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA:Houghton-Mifflin.
    Emerson, R. M., (1972b). Exchange Theory, Part II: Exchange Relations and Networks, 2: pp.58-87 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA: Houghton-Mifflin.
    Engel, J. F., Kollat, D. T. & Blackwell, R.D.,(1968, 1984). Personality measures and market segmentation: Evidence favors interaction view, Business Horizon, 12 (3): pp 61-70
    Gronroos C., (2006). On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, 6: pp. 395-417
    Homans, G. C., (1958). Social Behavior as Exchange, The American Journal of Sociology, 63, pp. 597-606.
    Homans, G. C., (1961). Social Behavior: Its Elementary Forms, New York: Harcourt Brace and World.
    Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley and Sons
    Kantar Worldpanel(2009). Key food market trends in China, The benchmark survey, Kantar Worldpanel
    Kotler,P., & Armstrong, G., (2007). Principles of marketing (12th ed.), US:Prentice Hall
    Lewis, E. E., (1898). AIDA funnel model in the US life insurance market.
    Ndonga, B.N.(2002). Peter Blau’s Conception of Social Exchange Theory : A Critique. The Eastem Africa Joumal of Humanities & Sciences, 1 (1).
    Skinner, B.F. (1938). The Behavior of Organisms: An Experimental Analysis, New York :D. Appleton-Century
    McCarthy, E. J. & Perreault, W. D., (1993). Basic Marketing. A Managerial Approach, 11th ed., Irwin: IL
    PCKids (2009), Survey of infant formula consumption in Beijing area, Pacific baby.com.cn
    Ries A. (2000). Positioning: The Battle for Your Mind, New York: McGraw-Hill
    Stake, R. E., (1995). The Art of Case Study Research, CA: Sage
    WHO, (1981). International Code of Marketing of Breast-Milk Substitutes, Geneva, Switzerland
    WHO, (2005). Global strategy for infant and young child feeding. Geneva, Switzerland: World Health Organization and UNICEF
    Williamson, O. E., (1979). Transaction-Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, 22( 2):pp. 233-261


















    英文文獻
    AC Nielsen, (2010). Status and prospect of Chinese infants formula milk powder market, Shanghai: Nielsen China
    Bagozzi, R. P., (1975). Marketing as Exchange, Journal of Marketing, 39:32-39
    Blau, P. M., (1964). Exchange and Power in Social Life, New York: John Wiley and Sons.
    Blau, P. M., (May 1960). A Theory of Social Integration, The American Journal of Sociology, 15(6): p. 545
    Emerson, R. M., (1972a). Exchange Theory, Part I: A Psychological Basis for Social Exchange, 2: pp.38-57 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA:Houghton-Mifflin.
    Emerson, R. M., (1972b). Exchange Theory, Part II: Exchange Relations and Networks, 2: pp.58-87 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA: Houghton-Mifflin.
    Engel, J. F., Kollat, D. T. & Blackwell, R.D.,(1968, 1984). Personality measures and market segmentation: Evidence favors interaction view, Business Horizon, 12 (3): pp 61-70
    Gronroos C., (2006). On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, 6: pp. 395-417
    Homans, G. C., (1958). Social Behavior as Exchange, The American Journal of Sociology, 63, pp. 597-606.
    Homans, G. C., (1961). Social Behavior: Its Elementary Forms, New York: Harcourt Brace and World.
    Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley and Sons
    Kantar Worldpanel(2009). Key food market trends in China, The benchmark survey, Kantar Worldpanel
    Kotler,P., & Armstrong, G., (2007). Principles of marketing (12th ed.), US:Prentice Hall
    Lewis, E. E., (1898). AIDA funnel model in the US life insurance market.
    Ndonga, B.N.(2002). Peter Blau’s Conception of Social Exchange Theory : A Critique. The Eastem Africa Joumal of Humanities & Sciences, 1 (1).
    Skinner, B.F. (1938). The Behavior of Organisms: An Experimental Analysis, New York :D. Appleton-Century
    McCarthy, E. J. & Perreault, W. D., (1993). Basic Marketing. A Managerial Approach, 11th ed., Irwin: IL
    PCKids (2009), Survey of infant formula consumption in Beijing area, Pacific baby.com.cn
    Ries A. (2000). Positioning: The Battle for Your Mind, New York: McGraw-Hill
    Stake, R. E., (1995). The Art of Case Study Research, CA: Sage
    WHO, (1981). International Code of Marketing of Breast-Milk Substitutes, Geneva, Switzerland
    WHO, (2005). Global strategy for infant and young child feeding. Geneva, Switzerland: World Health Organization and UNICEF
    Williamson, O. E., (1979). Transaction-Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, 22( 2):pp. 233-261
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    96932049
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096932049
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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