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    题名: 新品牌進入成熟市場的行銷策略之研究-以風味糖漿為例
    Entering a mature market to achieve initial success study for a new branded product, as an example by taking the flavor syrup market in Taiwan.
    作者: 許哲誠
    Hsu, Che Cheng
    贡献者: 于卓民
    Yu, Chwo Ming
    許哲誠
    Hsu, Che Cheng
    关键词: 行銷組合
    資源基礎論
    4P
    resources research
    日期: 2013
    上传时间: 2014-07-07 11:12:45 (UTC+8)
    摘要: 在任何一個成熟的市場，以一個新品牌切入先取得初步成功，然後能長期穩健的獲利成長，都不是一件容易的事。因研究者服務的公司想要發展新品牌商品，根據公司核心競爭力評估後，發現風味糖漿最適合發展成為第一個新品牌，但如何運用各種行銷和銷售策略訂定出一個成功的行銷計畫為一挑戰!研究者採用行銷組合(4P)與資源基礎論來做行銷策略的立論基礎，而選擇個案分析法進行研究，在對台灣風味糖漿市場分析三個競爭者(即法國Monin syrup公司、美國達文西DaVinci Gourmet及台灣茂霖食品公司)分析後，再檢討成立已一年的S-BRAND糖漿本身的能力與現況，提出初步的結果與檢討，然後經過內部的反覆討論出自己的優缺點及市場的未來趨勢及危機，最後擬定出未來的盤商開發策略，並訂出確保S-BRAND糖漿未來成功的行銷策略。對於整體風味糖漿市場本研究提出三點建議:(1)成立專屬產業工會，產品明確定義分類；(2)建立專屬產品的衛生安全檢驗標準，並進而給予天然、健康的升級認證；(3)風味糖漿產業應該從B to B到 B to C，方能擴大市場規模。
    Entering a mature market to achieve initial success and get long- term steady earnings growth is a challenge for a new branded product. Taking the flavor syrup market in Taiwan as an example, this study examines how a firm introduces a new brand in this market. The firm first assessed its core competencies and recognized the potential of the flavor syrup product as its first trial to introduce its first branded products.
    Drawing from the thoughts of the resources based view and marketing mix, the researcher adopted a case study approach to conduct the study. After analyzing the flavored syrups market in Taiwan, competitors (including Monin syrup from France, Da Vinci Gourmet Food from the US and Mao-lin Inc., a local firm), and the operating results of the first year brand (i.e., S-BRAND syrup) a preliminary results were derived. Intensive internal discussion of the results, coupled with the strengths and weaknesses of the firm as well as the future environmental trends, strategies to tackle the wholesalers and marketing mix to promote their S-Brand syrup are then proposed, with the aim to ensure future success of the brand. The recommendations to foster a healthy development of the industry are also proposed, namely, to form an industrial union to clearly define the product categories, to set up health and safety inspection standards and criteria for grading certifications, and to add B2C business model to expand market size.
    "目次 IV
    表目錄 V
    第壹章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究問題與目的 3
    第三節 研究流程與章節簡介 4
    第貳章 文獻探討 6
    第一節 行銷組合 6
    第二節 資源基礎論 11
    第參章 研究架構與方法 15
    第一節 研究架構 15
    第二節 研究方法 16
    第肆章 個案分析 19
    第一節 風味糖漿的產業現況與分析 19
    第二節 競爭者分析 28
    第三節 本身能力分析 40
    第四節 初步檢討與建議方案 48
    第伍章 結論與建議 56
    第一節 結論 56
    第二節 建議 61
    參考文獻 64
    參考文獻: 一、中文部分
    1.吳思華(2000)，策略九說，台北：臉譜。
    2.邱志聖(2006)，策略行銷分析：架構與實務應用，台北：智勝。
    3.洪順慶(2005)，行銷管理，台北：新陸書局。
    4.樓永堅、方世榮(2006)，行銷管理學，台北：台灣培生。

    二、英文部分
    1.Barney, J. B. (1991), “Firm Resources and Sustained Competitive Advantage,” Journal of Management, 17, pp.99-120.
    2.Day, C.S. (1984), Strategic Market Planning: The Pursuit of Competitive Advantages, Minnesota: West Publishing Company.
    3.Grant, R. M. (1991), “The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review, 33(3), pp. 114-135.
    4.Hall, R. (1992), “The Strategic Analysis of Intangible Resource,” Strategic Management Journal, 13, pp.135-144.
    5.Hill, C. W. L. & Jones, G. R. (2001), Strategic Management: An integrated Approach, Boston: Houghton Mifflin.
    6.Kotler, P. & Keller, K. L. (2006), Marketing Management, New Jersey: Prentice-Hall.
    7.McCarthy, E.J. (1964),Basic Marketing: a Managerial Approach, Homewood, IL: Irwin.
    8.Prahalad, C. K. & Hamel, G. (1990), “The Core Competence of The Corporation,” Harvard Business Review, 68(3), May/ June, pp.79-91.
    9.Sanchez, R. &Heene, A. (1997), “Reinventing Strategic Management: New Theory and Practice for Competence-based Competition,” European Management Journal, 15(3), pp. 303-317.
    10.Wernerfelt, B. (1984), “A Resource-Based View of the Firm,” Strategic Management Journal, 5, pp.171-180.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932062
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0100932062
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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