日本品牌礦泉水在台灣代理行銷競爭策略分析-以日本富士湧水為例

The Analysis on The Competitive Strategy of the Japanese Branded Bottled Water Market in Taiwan - A case of Fujiwater

黃文智(Wen-Chih Huang)

指導教授 ： 任耀庭

淡江大學/國際事務學院/日本政經研究所碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00550

摘要

由於進口礦泉水市場越來越受到重視，標誌著清澈日本湧泉礦泉水的形象，讓日本進口礦泉水-富士湧水，進入台灣進口礦泉水的市場的競爭行列。本研究以資源基礎理論觀點探究U公司，在代理進口礦泉水領域的核心能力、成長策略、競爭策略、競爭策略，對經營績效的影響，以及代理進口礦泉水的優劣勢。
研究結果分析得出兩個結論:
　　1.Ｕ公司在代理進口礦泉水通路領域的核心能力是:(1)進口礦泉水市場價格競爭力;(2)日本製造，安全安心;(3)堅強的業務及客服團隊。
　　2.Ｕ公司在代理進口礦泉水通路領域的競爭策略是:(1)異業結盟—飲料市場；(2)培養長期的品牌客戶—採取會員制，並針對企業及個人客戶配置專業的客服人員提供服務；(3)新零售模式—電商網購；(4)高爾夫球場試喝—直接鎖定高消費力及注重健康客戶；(5)理財雜誌合作報導；(6)名人代言；(7)社會公益活動及品牌知名度提昇。

關鍵字

核心能力 ； 成長策略 ； 競爭策略 ； 經營績效 ； 異業結盟

並列摘要

As the imported mineral water market is getting more and more attention, it signifies that the image of clear Japanese Chungquan mineral water has allowed Japan's imported mineral water-Fuji Chungshui to enter the competition ranks of Taiwan's imported mineral water market. This research explores the core competence, growth strategy, competitive strategy, and the impact of competitive strategy on business performance of U company in the field of importing mineral water agency, and the advantages and disadvantages of agency importing mineral water from the perspective of resource-based theory.
The analysis of the research results draws two conclusions:
　　1.U company's core capabilities in the field of importing mineral water channels as an
agent are: (1) Imported mineral water market price competitiveness;(2) Made in Japan, safe and secure;(3) Strong business and customer service team.
　　2. U company's competitive strategies in the field of importing mineral water channels are:
(1) cross-industry alliances-high-end beverage market; (2) cultivating long-term brand
customers-long-term corporate and individual customers will be matched by membership;
Professional customer service staff to provide the best service; (3) New etailodel-e-commerce
online shopping; (4) Credit card access-combined with high-end creditcard customers,
through bonus points redemption method, you can quickly target customers at the top of consumption; (5) Golf course tastings directly target customers with high spending power and health-conscious customers; (6)Cooperative reports by financial magazines; (7) Celebrity endorsements; (8) Social welfare activities and

並列關鍵字

core competence ； growth strategy ； competitive strategy ； Business performance ； cross-industry alliance

參考文獻

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