台灣進口牛肉產業通路夥伴選擇研究

The Research for Selection of Channel Partnerships: Imported Beef Industry in Taiwan

曾仲維(Tzeng-Wei Tseng)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00367

摘要

近年來，台灣經濟發展快速起飛，人民平均年所得從1981年的2,486美元到2008年的15,276美元，民眾因此更重視飲食的品質及美味性，其中牛肉更是一項飲食文化改變重要的選項。良好的通路策略將是進口牛肉成功最主要的因素之一，然而相關的進口牛肉產業的文獻相對不足，絕大部份的文獻都強調末端消費者的消費習性分析，對於進口牛肉產業通路夥伴選擇分析較少著墨。故本研究主要想要探討牛肉進口產業在台灣的通路策略，並瞭解牛肉進口產業，是如何選擇優良的通路夥伴，並發展出成功的通路策略，做為未來產業在選擇通路夥伴的一個參考模式。本研究的方法首先透過與多位專家進行深度訪談後，加上問卷調查分析結果，將其研究結果滙整作為命題，本研究發現針對產業角色的不同點，對於夥伴選擇所強調因素有所不同，進口商在選擇下游廠商時，所強調的因素有：(1)商譽(2)企業經營理念(3)穩定財務能力(4)銷售量，而下游廠商在選擇進口廠時，所強調的因素為：(1)商譽(2)價格優勢(3)資訊掌握及市場調節(4)市場區隔(5)企業經營理念等因素，此結果可提供進口牛肉產業未來製訂其通路策略的參考模式，進而提升通路績效，改善合作關係，進一步創造雙贏。

關鍵字

進口牛肉產業 ； 通路選擇

並列摘要

Taiwan’s economy has been growing at a rapid pace. GDP per capita has increased from US$2,486 in 1981 to US$15,276 in 2008. Due to the improvement to the standard of living, consumers have become more discerning regarding food. The consumer places a strong emphasis on the quality and the flavor of the food. Beef as a food item plays a key role in the shift in the culinary culture. The success of the imported beef industry lies in appropriate channel strategy. Available literature on the imported industry is limited; most research focuses on the analysis of consumer behavior. Research focusing exclusively on channel strategy is incomprehensive. This study aims to investigate the channel strategy employed by the imported beef currently, understand the industry as a whole, find out how best to select a channel partner and develop a successful channel strategy which can be used as an industry case study. The research includes in-depth interviews with a number of industry experts and then combines the findings with the survey analysis. A key finding highlights that different factors motivate industry players in channel partner selection and this is largely dependent on their need requirements. When an importer is choosing a down-stream partner, the key influencing factors include: 1. Business reputation 2. Business management philosophy 3. Financial stability 4. Revenue turnover. When a down-stream player is partnering with a supplier, the key influencing factors are 1. Reputation 2. Price advantage 3. Access to market information and the ability to adjust to market changes 4. Market segmentation 5. Business management philosophy. These findings can provide an example for successful channel strategy and help improve channel efficiency and ultimately improve the level of channel collaboration and create a win-win situation for channel partners.

並列關鍵字

Imported beef industry in Taiwan ； Channel selection ； Marketing, Strategy

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