由通路變革論食品業未來發展策略--以某公司為例

STRATEGIES FOR THE FOOD INDUSTRY IN RESPONDING TO THE REVOLUTION IN DISTRIBUTION CHANNEL

林水波(Shui-Po Lin)

指導教授 ： 鍾彩焱

元智大學/管理學院/會計學系/碩士(2004年)

摘要

食品製造商製造商品供給消費者，由以往所謂的「生產導向」方式，製造商專注於生產，因消費者別無選擇處於被動，故從生產到消費間產生的利差大，故衍生了中間的大盤商、經銷商、零售商皆有相當利差得以存活。隨著個人所得的增加、消費意識的提高，逐漸演變成「消費導向」的生產方式，也因為生產方式由大量生產改為少量多樣的生產方式，製造成本大大的提高，為能保有原有的毛利，製造商則逐漸跨過大盤商與經銷商，直接與零售商接觸，一來可就進了解消費者的真正需求，降低滯銷，二來可將中間利差回饋零售通路商，保有商品銷售的流通，也由於零售通路商漸漸處於主銷售主導的地位，形成一股潮流，近來零售連鎖體系更形成一股主導的地位，所謂「製販同盟」，由零售通路商與製造商結成同盟，發展異於有別於其他零售的商品或品牌，以行其其差異行銷策略，面對此一通路變革，製造商為求生存，除須掌握本身核心商品外，以製販同盟方式為不同通路生產特定商品，一來可與其他通路區隔商品，降低比價風險，二來可維持在高度競爭的通路變革下仍可保有競爭優勢。

關鍵字

通路變革 ； 製販同盟 ； 核心商品

並列摘要

In the past, the food industry was manufacturing oriented and a large gap existed between the cost of manufacturing and the price to consumers, there were several layers wholesalers and retailers in the distribution channel. The increase in personal income and recent rise in consumerism, the consumer-orientation forces manufacturers to produce a larger variety of products in smaller quantities, pushing production costs to increase. In order to maintain profit margin, manufacturers are bypassing wholesalers. Such approach not only enables manufacturers to understand what consumer wants and to reduce slow moving items, also increases the profits to the retailers, maintaining the flows of distribution. Because the markets are dominated by retailers, manufacturer-retailer alliances are formed to distribute store brands. Faced with this revolution in distribution channel, in order to keep their competitive advantages manufacturers have to enhance their core products so that they can maintain product differentiation and avoid price competition caused by being the producers of store brands.

並列關鍵字

Revolution in distribution channel ； Manufacturer-retailer alliance ； Core product