禮贈品市場的行銷策略-以金永富企業為例

本研究以行銷組合為基礎，並運用行動研究法，以研究者自身的金永富企業做為研究個案，以了解禮贈品市場的行銷策略。本研究發現相較於其他產業僅侷限在單一產業的產品，禮贈品的批發市場產品多樣化且會有後製需求，此外，交貨時程相對急湊，企業除了須了解產品之外還需要熟悉供應商的優缺點，才能即時交貨，此外因為採購法限制，價低者得標且付款天數長，讓禮贈品產業企業需具備彈性、效率、低利潤及資金成本高的特性，提升了整體產業的進入門檻。本研究個案主要顧客群為公家機關，要如何透過行銷策略提供給顧客完整的銷售方案且企業獲利，會是企業重要的課題。目前網路發達，故禮贈品企業除了透過傳統的紙本型錄，亦可搭配官方網站供顧客詢價或是看到完整的商品介紹。不同於一般零售以現貨為主，批發的禮贈品市場需針對顧客的活動對象提供商品的建議，也需提供客製化服務及送貨到多個指定地點的服務。除了以數量為主要的價格折扣方式之外，還需提供專業性及教導性的銷售方式提供不同的商品完整方案建議，根據研究個案分析，本研究提出以下建議一、產品策略- (一) 增加高附加價值、美感兼具的設計型禮品。 (二) 針對顧客贈送對象的提供不同禮贈品方案。二、價格策略-以數量為主要折扣方式三、通路策略-透過國際知名文具及禮品專業展拓銷產品四、促銷策略-改被動為主動並提供給顧客完整的贈品提案 (一) 針對顧客固定的禮品需求主動提出品項及合作計畫 (二) 提供額外專業性及教導性的銷售方式提供不同的商品完整方案建議

關鍵字

禮贈品市場；行銷策略；產品策略；價格策略；通路策略；促銷策略

並列摘要

Based on the marketing mix, this study uses the action research method and the researcher's own business as a research case to understand the marketing strategy of the gift market. This study finds that compared to other industries, which are limited to products in a single industry, the products in the gift market are diversified and there will be post-production requirements. In addition, the delivery schedule is relatively urgent. In addition to knowing the product, the company needs to be familiar with the supplier. In addition, because of the restrictions of the procurement law, The lowest price is awarded and the payment period is long. Therefore, enterprises in the gift market need to have the characteristics of flexibility, efficiency and low price, which raises the barriers to entry for the overall industry. How to provide products through the marketing rate and effectively use pricing, communication and sales strategies to attract customers will be an important issue for enterprises. At present, the Internet is developed. In addition to the traditional paper catalogue, companies can also use the official website for customers to inquire or see the complete product introduction. Different from general retail, the wholesale gift market needs to provide suggestions for customers' activities. Customized services and services delivered to multiple designated locations are also required. In addition to the quantitative price discount method, professional and instructional sales methods are required to provide different product proposals. Based on the analysis of the case studies, the study proposes the following recommendations. 1. Product strategy: (1) Adding design gifts with high added value and aesthetic appeal.Different gifts are provided for different gifts from customers. 2. Price strategy: Mainly in quantity as the main discount 3. Place strategy: Expand products through internationally renowned stationery and gift professional exhibitions 4. Promotion strategy: Change passive to take the initiative and provide customers with a complete gift proposal (1) Proactively propose items and cooperation plans for customers' fixed gift needs. (2) Provide additional professional and instructive sales to offer different product complete program recommendations