包裝水的行銷策略與競爭力之研究--以味全公司之產品為例--

A research of marketing strategy and competitiveness of bottled water--base on the products of Wei Chuan Corp.--

謝明娟(Hsieh Ming-Chuan)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2008年)

https://doi.org/10.6838/YZU.2008.00088

摘要

目前非酒精類飲料已達飽和狀況，品牌已近700種，國人的購買習慣也因國民所得的增加而有所改變，從最早期民國50~60年代的碳酸飲料到目前之喝水文化，其間經歷了果汁、咖啡及茶飲等流行之風潮。
台灣包裝水的銷售開始於民國七十年代後期，八十八年921大地震，銷售開始大幅提升。九十一年一月正式成為WTO第144個會員國後，進口包裝水的品牌日益增多，目前約有數十種。目前包裝水處於市場成長期時，也是最合適推出新產品之際，近二年來，各大廠商紛紛推出海洋深層水，就是為要趁勢追擊、增加獲利。
包裝水市場之產業集中度呈高度寡佔市場 (最大四家廠商佔60%~100%銷售量)，市面上不論是國內外品牌 (含海洋深層水)，大都由最大四家生產及進口；小規模廠商因無法負擔行銷費用及便利商店上架費等，故市場將持續而穩定地朝向大者恆大發展。
本研究的資料主要來自於媒體報導、味全公司的股東報告書及訪談記錄，再以整理之文獻為輔。透過個案研究法，將資料予以整理、歸納並加以分析。
味全公司以其品牌價值及頂新集團的資源，加入包裝水市場，初期成績不如預期；味全一直以「單一品類單一品牌」方式經營飲料產品，但面對各大廠商的多品牌策略，味全若決定再進入便利商店的同時，將對包裝水重新規劃並視情況加以重新定位。本研究之結論：1. 味全與頂新在兩岸間的人才應多交流 2. 擴大產品廣度與深度 3. 網路訂購的服務 4. 把握金字塔底部龐大客戶 5. 加強企業社會責任的宣導。

關鍵字

味全公司 ； 不含酒精飲料 ； 個案研究法 ； 產業集中度 ； 深度訪談

並列摘要

The non-alcohol drinks have come to the saturated condition and achieved almost 700 brands. From early stage, 1960s ~ 1970s to now, because of the higher income, the consumption habit of drinks has changed, from the carbonic acid age to bottled water. In the interim, there were juice、coffee and tea had led the market.
The sell of bottled water in Taiwan commenced in 1980s, and until the 921 earthquake in 1999, the sell heaved dramatically. Taiwan has become the 144th formal member of WTO in 2002, and that the alien brands increased up to decades. Bottled water is to be the growth period of product life cycle, and it is the best time to boost the new products; companies that reveal ensuing Deep Ocean Water (DOW) for chasing the favorite situation and reaping the profits.
The bottled water market displays a Tight Oligopoly Market (the top 4 companies occupy 60% ~ 100 % sales volumes); no matter they are domestic or alien brands (DOW included) in the market, all of them are produced or imported by the top 4 companies. The small ones can not offer the marketing expense and the up-shell outlay, so the market will bend to a stable development of “the big shall still be the big”.
The data of this thesis mainly collected from media report, shareholders’ report of Wei Chuan, the interview record and assist by the literature. Through the case study, arrange and sum up the data and then analysis.
Wei Chuan pooled to the bottled water market by leaning on the brand value and the resource of Ting Hsin International Group; however, the result was below the expectation. Wei Chuan has operated, all the way, her beverage products by single brand in each item, but facing the multi-brands strategy to other companies, Wei Chuan will re-formulate the merchandising of bottled water and reposition it if she gets the shares from Family Mart Convenient Store.
The conclusion of this research: 1. the posts between Taiwan and China shall interchange. 2. Enlarge the width and depth of products. 3. Provide the service of internet purchase 4. Hold the huge amount of consumers on the bottom of pyramid. 5. Enhance the propaganda of CSR.

並列關鍵字

Wei Chuan Corp ； non-alcohol drinks ； case study ； industry concentration ； depth interview

參考文獻

2. 行政院環境保護署飲用水全球資訊

12.謝文雀•行銷管理，民國89年

7.陳麗婷，「2007年我國食品產業回顧與未來展望」，食品研究所，2008

4.林怡君，「從競爭優勢探討休閒飲料之差異化分析」，成功大學統計系碩士論文，民國92年

4. 台灣區飲料工業同業公會