新產品進入量販店通路與便利商店通路之行銷策略：以食品加工業個案為例

本研究以食品加工業的行銷策略為出發點，其研究目的主要是藉由文獻探討以了解目前食品加工業在市場區隔、目標市場與產品定位、及行銷組合4P上之建構模式以及擁有資源基礎理論中的核心能力。但目前食品產業之相關文獻，較少以行銷策略與行銷組合方式來探討食品產業之案例，因此本研究希望能透過對台灣食品產業分析暨個案公司行銷策略模式之研究分析及通路選擇，以提供後續研究或未來其他食品加工業者作為行銷通路選擇實務規劃上的參考。本研究以食品加工業個案公司為研究對象，經由訪談發展命題，研究結果發現：新產品要進入連鎖便利商店通路時須先擁有如食品廠GMP、HACCP、ISO9000、ISO22000等食品安全衛生管理認證及發展公司的業務能力與連鎖通路商彼此間保持良好的溝通與瞭解，建構企業本身的核心資源與能力。新產品要進入連鎖便利商店通路的行銷策略方面:首要採行銷通路策略，必須以據點多、有IT支援、品牌效果、服務時間長的通路，藉以增加產品曝光度及擴張市場佔有率。其次是產品策略，以多品牌產品行銷才能成功打入便利商店通路。最後就是採行促銷策略，必須配合連鎖通路全店行銷方式才能成功打入便利商店通路。而要導入連鎖量販店通路時須先要建構公司的無形資產品牌及商譽、要具有技術創新與商品化能力，建構企業本身的核心資源與能力。新產品要進入連鎖量販店通路的行銷策略方面: 價格策略是最重要的，必須以價格優勢與品牌優勢才能成功打入量販店通路。通路策略是次重要的，必須慎選功能性齊全的通路優勢才能成功打入量販店通路。產品策略，則必須以具獨特性產品與售後服務優勢才能成功打入量販店通路。促銷策略，必須配合通路商的促銷才能成功打入量販店通路。

關鍵字

食品加工業；市場區隔；目標市場；產品定位；行銷組合4P ；資源基礎理論

並列摘要

This thesis is to analyze and demonstrate on marketing strategy for the food processing industry and trend to investigate current food industry's market segmentation, target market, product positioning as well as the construction mode of the marketing mix 4P and the core competence on resource-based theory through literatures. But there are much less common on the case investigates of marketing strategy and marketing mix in the related literatures of food processing industry, this research has been proposed as a practice effectively reference for the subsequent researches or the same business through the analysis of taiwan food processing industry, the studying of marketing strategy pattern and the choice of marketing channels. The company cases of food processing industry are used as the research objects by interview and formulated to questions that got results: when new product trend to enter the channels of chain convenience stores, the manufacturers must conform to food safety and health management certification such as GMP, HACCP, ISO9000, ISO 22000, the professional business ability, communicate well with chain stores, and build its core resources and capability for company. The sales strategy for new product to enter the chain convenience store channel: The marketing channel is the first important with many footholds, IT support, the brand effect, hours-long access road, so as to increase the aeration intensity and expand market share. Secondly, product strategy with multi-brand marketing in order to enter the convenience store channel successfully. The last, promotion, it must coordinate with the chain stores by marketing way in order to successfully entry the convenience store channel. They must first build the company's brand and goodwill, an intangible asset to be technological innovation and commercialization capacity to construct their core resources and capability when they trend to entry the discount stores. The sales strategy for new product to enter discounts store channels: the price policy is the most important, it must be based on the superiority of price and brand in order to successfully enter the discount stores channel. The channel policy is second, the functional advantage must be chosen to successfully complete pathway into discount stores channels. Product strategy, the unique products and service advantages must be adopted to successfully enter the discount stores channels. The Strategy of promotion: it must coordinate to the distributor's promotions in order to successfully enter the discount stores channels.