- 學位論文
網路銷售模式之建立─以某冷凍食品廠商為例
The model of Internet Business - Taking a Frozen Food Company as an example
摘要
隨著產業走向經濟規模，量販店取代傳統市場及雜貨店的趨勢明顯，市場上存活的競爭者大者恆大，品牌家數也越來越少。從經濟的角度來看，層層通路縮短了，消費者能享用較便宜的食品。但另一方面，食品並非高科技行業，不會有致命性的技術革命，且消費者對於食品的美味評價又非常個人化。在通路商品牌單純化後，人們可於自宅享用的美食也由多元趨向有限了。 網路的興起，讓有特色的食品有機會透過網路建立起與消費者互動的通道，跳過通路商與量販店，消費者選擇自己喜歡與有特色的食品，在任何地方、任何時間，很容易的透過網路購物。這也為中小型的食品加工廠商提供了另一個銷售通路，不被通路商壓縮利潤而犧牲品質。 個案公司負責人從事食品原料進口近20年，感於某些大廠為成本因素，降低採購原料的等級，因而成為無米炊之巧婦。有些大廠雖堅持使用好的原料，但缺乏精良之師傅級技術，以致無法發揮食才特色。部分堅持使用好原料且技術經精良之中小型加工廠商受通路商價格的壓縮，銷售非常的侷限。探究其原因，乃傳統行業之業者，精於製造及技術，畏懼於科技的使用，對於行銷又不熱衷，無法走出地區銷售的範疇。個案公司希望建立一個的通路，強調溫馨、分享、品質，讓注重美食者能夠與具有特色、好品質的廠商，建立交易平台，並為往後國內廠商另闢出口通路。個案公司由商標、品牌、包裝、網路設計，到物流、金流、實體規劃至競爭者分析、行銷策略、後勤支援，研究了一套網路商店的經營規劃，提供在現有通路市場無法拓展商機的廠商一個網路經營的範例。
並列摘要
As industries are growing toward the economic scale, the trend for super discount store to replace the traditional market and grocery stores is more obvious than ever before. The market survivors grow even bigger, however, the number of players become lesser and lesser. From the economic perspective, the consumers are now able to enjoy cheaper goods due to the shortened and simplified distribution network. However, it seems that with our fairly high level of technology today, it is still unlikely to have a breakthrough in food processing technology. And consumer’s taste is a very personal matter, with lesser players in the market, choices for homemade food material become more restricted. With the advent of the Internet, small food processors can contact their potential customers through the Internet directly, without going through the distribution network or discount stores. Consumers can pick the food they like with distinguishing features anytime and anywhere just by clicking on the Internet. The Internet has created a new sales network for the small to medium size players. With their products going to the consumers directly, they can use the savings to maintain the quality of their products to a higher level. The manager in this case study is involved in importing of unprocessed food for almost 20 years. He has found out that most of the big food processors tend to purchase from lower grade material in order to reduce cost, therefore the end products are usually less tasty. On the other hand, some big food processors are willing to purchase from high-quality sources, however, they just do not have the master worker’s skills to turn them into unique and high-valued products. Some small and medium sizes players insist to use high quality input and also have the skills to produce high-quality end products. When faced competition with the big distributors, they do not have the bargaining power to command a reasonable price, so the sales are limited. The reason for this difficulty of the smaller players is that they rely totally on traditional distribution methods; afraid of new technology; not interested in marketing and therefore their sales are restricted to the local vicinity. The manager in this case study wants to build a transaction platform on the Internet emphasize on Warm; Share; and Quality, where those consumers who are more demanding in food can find quality food from this new sales channel. It’s also pave the way for future exporting. The company in this case has prepared a plan for the above-mentioned undertaking including the logo, brand name, packaging, web page design, logistics, cashflow, organization, profiles of the competitors, sales strategies, back office support. In fact, it is a complete business plan for an e-shop on the Internet. This can be an example for those small to medium sized companies trying to switch to a different sales channel.