新產品進入市場之行銷通路選擇策略研究-以品牌知名度與消費者知覺觀點分析之

在市場中，通路的主要任務乃是在適當的時間，把適量的產品送至適當的地點，並呈現在消費者眼前以方便其選購。然而，有關於行銷通路策略的設計，過去針對此一議題的相關研究並不少，雖然不乏豐碩的文獻成果，但是針對精油產業的行銷通路策略，卻是目前較少研究的題材，因此，本研究希望透過產業、公司與產品的角度，來了解影響精油產業行銷通路的因素及探討目前通路問題，以補足此類相關的學術與理論缺口。本研究採用BCG矩陣理論，來探討心情精油的行銷通路選擇策略中，各種通路的市佔率與成長率分布，比較出何種通路是能讓消費者認同心情精油品牌且願意購買的行銷通路，以及在同樣的商品內容，何種通路值得未來發展，何種通路應該漸漸收割，不再繼續耕耘。亦即探討個案S公司的銷售商品應對那些通路提高行銷資源，那些通路應該繼續維持關係，那些通路必須停止合作以減少損失，以及評估可再開發哪些新的通路進行合作等。市場上盛行著一句話-「掌握通路就是掌握市場」。企業在面對詭譎的全球化環境及產業的激烈競爭之下，要如何滿足顧客的需求及業者對行銷通路的掌握，將是成為市場競爭成功與否的關鍵所在。因此，業者對如何有效地建立通路關係，是近年來頗受重視的行銷研究主題。通路策略的運用對於精油產業的行銷通路之實證研究文獻相當少，因此引起本研究此一題目的研究動機。我國商品的一般銷售通路，近十年以來從傳統零售店，轉變為量販店、便利商店、超級市場、百貨公司或消費合作社等流通事業。銷售通路的改變，一方面提高商品銷售量，增加廠商的收益；另一方面，也使消費者購物更為便利。而有效流通管理，可使得商品的供給與需求之間達到均衡。通路可能會因商品的屬性及特色，而有不同的行銷通路模式，也可能因為鎖定的目標客群不同，而有不同的通路策略。多數商品都會透過多重的通路進行銷售，以提升銷售廣度。業者在銷售商品前，只要有正確的行銷通路策略，就能提升品牌知名度及銷售業績。相同屬性、特色的商品，可能會因通路的不同，所接觸的目標消費者也會不同，品牌的定位及價值也會跟著不同。本研究結果顯示： 1.品牌知名度尤其會在無法讓消費者的五感有明顯感觸的通路中呈現顯著的中介效果。 2.只要通路的銷售人員專業性夠，消費者就不會認為自己被推銷，而是會認為自己需要，對商品或服務產生信賴。 3.業者的行銷通路是否正確，確實對消費者的態度及購買意願產生明顯的影響。所以，本研究建議個案S公司的行銷通路應該須再更加多元，與更多通路業者合作，來提升商品的知名度及銷售業績。心情精油除了現階段合作的通路之外，可以再增加精品產業通路、文化創意產業通路、航空業通路及量販店通路合作，而因為贊助活動通路及電視購物通路的效益有限，就比較不建議其合作。關鍵字:消費者知覺、品牌知名度、精油產業通路策略、行銷通路選擇策略

關鍵字

消費者知覺；品牌知名度；精油產業通路策略；行銷通路選擇策略

並列摘要

The main mission of market channel is to deliver the proper amount of right product in the proper time to proper place in order for consumers to purchase conveniently. However, there are so many researches and documents about marketing channel strategy in many different industries but only few focused on the industry of aromatic essential oil. Therefore, this research will focus and discuss the marketing channel strategy and current channel issue of aroma industry in order to make up a deficiency of research and document about marketing channel strategy in the industry of aromatic essential oil. This research will adopt BCG Growth-Share Matrix to discuss the marketing channel option strategy of Mood Aroma. To inspect the market growth rate and relative market share of different channels for Mood Aroma and then find out which channel for Mood Aroma is the most attractive to consumers to purchase. Meanwhile, to find out which channel is worth developing for the future (Stars), which channel should be kept harvesting (Cash Cows) and which channel should be given up (Dogs). It also discusses which channel for Mood Aroma SOFY company should raise marketing resource to, which channel for Mood Aroma SOFY company should keep maintaining relationship, and which channel for Mood Aroma SOFY company should stop cooperation to reduce the loss. Also to evaluate which new channels could be developed. To hold the channel is to hold the market. In the global competition, how to satisfy the customers' demand and hold the marketing channel have become the key to succeed in the market competition. Hence, how to effectively build up the channel has been becoming popular marketing research subject in the recent year. Moreover, the researches and documents about the application of channel strategy in the industry of aromatic essential oil are quite few and limited. This is the motive for this research about marketing channel strategy in the industry of aromatic essential oil. As for general sales channel in Taiwan, the sales channels have been changed from the traditional retail stores to wholesale stores, convenience stores, supermarkets, department stores and consumers' cooperatives. The change of sales channel has impacted to increase the sales amount and profit, and meanwhile customers' shopping become more conveniently. The effective circulating management causes the balance between supply and demand. The different attribution and character of product will cause the different marketing channel model. The different target customers will cause the different channel strategy. The multi-channel sales will increase sales range and amount. The right marketing channel strategy will increase brand well-known and sales. Due to the channel different, in spite the attribution and character of product is the same, the approached target customers will be different and the value and brand position will also be different. This research concludes as below. 1. The well-known brand can not present the outstanding medium effect especially in the channel which the customer's five sense can not obviously sense the products. 2. If the salespeople in the channel is professional enough, customers will not feel "be pushed to buy" but "demand to buy" and further bring the confidence to product or service. 3. The right marketing channel will bring obvious positive influence on customers' attitude and purchase will. Therefore, this research suggest s SOFY company of the marketing channel for mood aroma has to be more varied to cooperate with multi-channel to increase reputation and sales amount. Besides current channels, mood aroma of channels can be expanded to fine works industry channel, culture originality industry channel, aviation channel and wholesale stores channel. As for the sponsor activity channel and TV purchase channel, they will not be recommended due to benefit limited. Key words: mood aroma, consumer sense, brand well-known, channel strategy in the industry of aromatic essential oil, marketing channel option strategy