創新產品之通路策略研究---以美白產品為例

A Study on Channel Strategies of Innovative Products

簡雪娥(Hsueh- O Chien)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

隨著WTO的開放，經營市場化、自由化之際，創新品牌如雨後春筍般地增加。而資訊爆炸時代，消費者搜尋所需要的資訊便利性提高，相對的也提高了創新產品被市場與消費者接受的困難度。
台灣化妝品產業也面臨創新品牌層出不窮、通路策略紊亂之問題；另，化妝品產業中的美白保養品產業目前仍然處於高度成長的產業生命週期上，且產業的創新程度高且快，因上述理由，本研究以針對此產業為主要研究對象。
本研究透過實際個案建立行銷創新策略與行銷績效的觀念架構，期對美白產品的創新與通路策略之運用有所助益。所得結論為：
1.個案公司以「現有產品的改良更新」、「重新定位」為美白產品創新策略，有別於其他「新產品問世」、「新產品線」策略。
2.個案公司美白產品通路策略，依據不同市場定位、產品創新方式，而有不同的通路配置考量因素。
3.適當的產品創新、通路型態、市場定位對於有形、無形行銷績效皆有正面影響。本研究建議個案公司應積極開發高品質、高附加價值創新產品，與通路商積極建立夥伴關係並拓展開架式通路，以提升行銷績效。

關鍵字

產品創新 ； 通路策略 ； 行銷績效

並列摘要

Owing to the opening of WTO, a lot new innovative brands have emerged prosperously and in the modern age where information explodes every minute, every one has an easy access to all sorts of information, it makes the customers more and more difficult for the acceptance of innovative products.
The cosmetics industry of Taiwan faces the problem of innovative brand competition and the disorderliness of marketing channel. In addition, the industry of whitening products is at the highly growing stage of industry life cycle. Those are why this thesis chooses this industry as the object to discuss.
This research discusses the relationship between marketing innovative tactics and marketing performance by means of case study. The research findings are as below:
First, the innovative strategies of whitening products include: improvements in revisions to existing products and repositioning.
Second, there are different innovative tactics of marketing channels based on the different products positioning.
Last, there is a positive influence on the marketing performance in appropriate products innovation, marketing channels and market positioning. This study suggests that company should develop innovative products of high quality and high additional value, establish the partnership relationship management and expand the channels of open-shelf type, in order to improve the marketing performance.

並列關鍵字

Product Innovation ； Marketing Channel Strategy ； Marketing Performance

參考文獻

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