企業成長策略對品牌組合策略及通路關係影響之研究

Study of Impact of Business Growth Strategies on Brand Portfolio Strategies and The Relations of Channels

張峻瑋(Chun-Wei Chang)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00146

摘要

近年製藥業、傳產業及各連鎖通路皆投入保健食品產業，發展自有品牌充斥於通路中，且競爭廠商爭奪該市場佔有率，影響該產業整體供應鏈運作及價值鏈活動。過去研究較多針對成長策略及營運模式之間關係性研究，且研究對象多以科技產業為主，因此，本研究欲從企業發展策略，探討企業成長策略如何影響品牌組合策略與通路關係，而通路關係如何影響品牌組合策略及消費者購買決策。
本研究彙整近年台灣保健食品產業次級資料，並以成長策略及品牌組合策略等文獻資料作為參考依據，以探索性觀點深入研究超過30年專業領導地位之企業，欲將該企業(1978年~2011年)成長階段進行的策略發展，及對於通路關係採用品牌組合策略模式，說明企業在各成長階段宜採用何種品牌組合策略來進行實證分析，以釐清該問題「如何」及「為何」發生，欲推演本研究命題。
實證分析方面，訪問後有下列重要發現：企業在各成長階段欲達到成長目標，則在各成長發展階段採用不同的品牌組合策略模式，推論企業成長策略可直接影響品牌組合目標之達成。企業在各成長階段欲達到建立通路良好關係目標，則在各成長發展階段採用不同的通路關係策略模式，推論企業成長策略可直接影響通路關係與通路決策。企業在各成長階段欲達到降低強勢通路對企業影響力目標，則在各成長發展階段採用不同的多種品牌組合策略模式，推論通路影響力可直接影響品牌組合策略。企業在各成長階段欲達到提高消費者對於該企業購買決策目標，則在各成長發展階段採用不同的通路關係策略模式，推論通路影響力可直接影響消費者購買決策。

關鍵字

企業成長策略 ； 品牌組合策略 ； 通路關係 ； 消費者購買決策

並列摘要

In recent years, the pharmaceutical industry, traditional industry and every chain channels all devote themselves to health food industry and develop their private brand filled in the channels. And main competitors compete for the market share, affecting the whole industry supply chain operations and value chain activities. In the previous studies there are more for the the relationship between growth strategy and business model, and most of the objects of study are technology industry. Therefore, this study is intent on how business development strategy affects brand portfolio strategy and channel relationship, and how channel relationship affects brand portfolio strategy and consumer’s purchasing decision.
This study synthesizes secondary database of Taiwan health food industry in recent years and in use of growth strategy and brand portfolio strategy as reference with exploratory view in-depth study of more than 30 years of professional leadership of the enterprise. This study attempts the enterprise (1978 to 2011) growth stage of strategy development, and channel relationships for the use of brand portfolio strategy model, illustrating the various stages of growth in the brand portfolio strategy should be adopted to carry out empirical analysis and to clarify the question "how" and "why" occurred, intention of deducing this research proposition.
As for empirical analysis, the followings are key findings after visit: enterprises in various stages of growth want to achieve growth objectives, in various stages of growth using a different brand portfolio strategy, therefore we can infer from business growth strategy can directly affect the brand portfolio goals of the reach. For all stages of growth companies in the pathway to establish good relations objectives, the business development strategy in a different mode of channel relations strategy, therefore we can infer from business growth strategies can directly affect channel relationships and channel decisions. For each growth stage companies intention of reducing a strong channel for the influence of business goals, in various stages of growth development they adopt different mode of multi-brand portfolio strategy. Therefore we can infer from channel influence can directly affect brand portfolio strategy. Enterprises in various stages of growth, want to increase consumer purchasing decisions for the enterprise goal, so they adopt different channel relationships strategy model in each growth development stage. Therefore we can infer from channel influence can directly affect consumer purchasing decisions.

並列關鍵字

Business Growth Strategy ； Brand Portfolio Strategy ； Channel Relationship ； Consumer’s Purchasing Decision

參考文獻

陳淑芳(2009)。台灣保健食品產業現況分析與趨勢。農業生技產業季刊，18：9-13。

劉翠玲（2009）。全球保健食品產業發展現況與展望。農業生技產業季刊，18：1-8。

羅正仁(2008)。綜論台灣保健食品產業發展現況與方向。食品工業，40（10）：1-7。

Hill, S. ,Richard E. ＆ Dane T. (2005) . Achieving the ideal brand portfolio,MIT Sloan Management Review, 46 , 85-90.

Aaker, D.（1984）. Developing Business Strategies.New York：John Willey and Sons.