鄉愁專賣店：東南亞商品專賣店在台行銷通路之研究

本研究係針對從東南亞引進商品，並積極努力在台灣拓耕這片東南亞商品專賣店市場的進口商實鎰公司，如何佈局其行銷通路，以使東南亞商品能夠舖貨到全國各商店。研究範圍包括進口商行銷通路結構、通路關係、消費對象、通路合作、通路衝突及行銷環境的影響等。本研究之對象主要為進口商(高雄實鎰公司)以及通路成員的中盤商(台中Good King公司 )與零售商(台北Bing Go公司)為主。透過文獻探討、深入訪談及觀察等方法，本研究有如下的重要發現：(1)進口商實鎰公司及通路成員—Good King及Bing Go—選對1989年政府開放外勞的利基，並同時掌握最重要的三要素：「天時、地利、人和」，因而在台灣的東南亞商品市場佔有一席之地。由於東南亞商品市場是個小眾市場，顧客族群大都以東南亞移工/民為主，他們的消費需求並非一般台灣零售市場所能滿足，遂促成了台灣東南亞專賣店的形成；(2)東南亞商品進口商實鎰公司的通路結構以長度、寬度、密度及傳統行銷系統為主，來達成公司銷售成長；(3)行銷通路成員之間常有某些程度的合作與衝突。零售商與實鎰進口商的垂直衝突，甚為常見，但事先做過協調、溝通以使衝突能防患於未然。實鎰公司採取價格策略來減低通路間的衝突，與通路成員間的合作關係則採互補、互信的關係，其結果是通路成員對實鎰公司忠誠度增加，而形成該公司的在市場上的競爭優勢；(4)行銷環境能夠影響企業進行行銷活動的一切因素。2010年9月外勞政策大調整下，外勞限縮政策對電子科技業產生重大衝擊。特別是菲律賓外勞人數將因此減少，對東南亞商品專賣店亦將產生重大影響，企業因應之道就是開發新客源，才能永續經營。

關鍵字

東南亞商品；外勞；鄉愁專賣店；行銷通路；通路結構

並列摘要

This study focuses on exploring Shi-yi Company, a major importer of Southeast Asian products, how it arranges its marketing channel and distributes products to the channel members around Taiwan. The effects of importer’s channel structure, channel relationship, target consumers, channel cooperation, channel conflict and marketing environment are discussed. The objects of this study are the importer (Shi-yi Company in Kaohsiung), a wholesaler (Good King Company in Taichung) and a retailer (Bing Go Company in Taipei). Some valuable findings have been discovered in the study by means of literature review, deep interview and observation. First, Shi-yi Company and its channel members, Good King and Bing Go, caught great investment timing by the time when Taiwan government just started implementing policy importing foreign laborers in 1989. At the same time, they grasped three key factors: good timing, right location and people who were helpful for them. The markets for Southeast Asian products in Taiwan are niche markets in which consumers are almost restricted to foreign laborers and spouses from Southeast Asia. The special needs for access products from homelands for Southeast Asians in Taiwan contribute to the formation of the emergence of many “nostalgic” shops in the recent decade in Taiwan market. Second, the marketing channel structures of Shi-yi Company are mainly based on the length, width and intensity of channel and traditional marketing channel system, the combination of these strategies, the growth of sales can be promoted. Third, channel conflict and cooperation are often existed between channel members. The vertical conflicts between the importer and retailer are often formulated, but this can be avoided by coordinating and communicating of each other in advance. Moreover, Shi-yi Company employs price strategy to reduce channel conflict and builds complementary and faithful cooperative relationship between members of marketing channel. By doing this, higher loyalty to the Shi-yi Company is formulated and becomes a competitive advantage on the market for the company itself. The last, but not least important, is the marketing environment influences all factors of marketing campaign. The huge adjustment of government labor policy such as reducing the amount of imported Southeast Asian labors, which will be implemented since September 2010, will cause huge impact on the industry of electronic technology, especially the decreasing of the Filipino labors in the coming years will definitely affect the number of consumers in “nostalgic” shops. Those companies in this discussion should seek new potential customers to ensure their sustainable development.