食品製造業通路結構之個案研究-以頂新集團(康師傅)為例

本論文研製之使用質化分析法，針對頂新集團康師傅進行深度訪談，主要在瞭解食品業在大陸通路結構策略為何，以及跨國食品業在行銷導向下如何與市場內競爭者競爭，另外針對通路結構策略架構內所符合的需求項目有哪些。並依照這些結構的特性選定重點指標以討論出頂新康師傅及食品業者未來應改善通路措施。經過研究、整理、分析，本研究得到以下結論（1）進入通路策略非一成不變，需配合銷售據點調整。（2）泡麵口味符合市場需求，吸引消費者。（3）品牌決定勝負，銷售市場決定產品發展方向。（4）產品與通路具有互補性。（5）企業形象影響產品形象，間接影響銷售利潤。（6）價格領導通路藉以打開市場。（7）與客戶結盟以獲取企業長期通路的經營配合。

關鍵字

通路結構；五力分析； SWOT分析

並列摘要

This research used qualitative analysis to find the structure of the food industry channel strategy in china by TING HSIN Master Kong Company with in-depth interview. The multinational food industry marketing guide, how to compete with other companies in the market, in addition what are the needs of the project is conform to the channel structure strategy. Selected focus indicators in accordance with characteristics of the structure, to discuss the TING HSIN Master Kong and food industry in the future should improve channel measures. (1) Channel strategy must have been changed and need to be adjusted with sales offices. (2)Instant noodles taste to meet market demand and to attract consumers. (3)Determine the winner by the brand, product sales market to determine the direction of development. (4) The products and channel is complementary. (5) The corporate image affect the product image, and indirectly affect sales profits. (6) Use of price leadership and open market channel. (7) Corporate long-term channel of an alliance with the client business needs to get.