| 摘要(英) |
In recent years, with the change in social patterns, consumers’ demand for convenient and healthy frozen and processed foods has significantly increased, leading to flourishing frozen and proceed food market developments. However, Taiwan’s frozen and processed food industry is highly competitive and approaches saturation. Frozen and processed foods available in the market are very similar in nature. Hence, frozen and processed food manufacturers have one after another begun to change their business strategy, marketing stagey, and brand management, hoping to stand out in the competitive industrial environment and continue to seek development.
This study is based on Case A Company. Through the case analysis method in qualitative research, first, the business environment, general situation, and development trend of Taiwan’s frozen food industry was reviewed and analyzed. Then, through secondary data collection and interviews with the general manager and vice general manager of the Company regarding the current business situation, industrial analysis, and marketing strategy of the Company were discussed. Additionally, through interview with Chairman Wang of Laurel Corporation, the benchmark company in the frozen food and processing industry, the well-known domestic companies’ brand and marketing strategies were analyzed, and an in-depth discussion of the key to success was carried out. Finally, the research results were summarized and compiled to propose specific recommendations regarding the future business strategy of Company A under the frozen and processed food industry.
Targeting the business operations of Case A, three conclusions were drawn: (1) Meet customers’ needs through customer-oriented marketing strategies; (2) In addition to the OEM market, the case company also actively enhances the visibility of its own brand; (2) The case company is actively involved in the online shopping market. This study also proposed recommendations targeting the case company’s’ future operations, marketing strategies, and brand management: (1) In response to changing times, turn the the business market in the past into the retail market; (2) Engage in cooperation with online shopping platforms to expand the retail market (3) Establish the company’s own brand image. It is expected that the analysis, results, and conclusion in this study shall serve as a reference for Company A for improving its competitive advantage n the frozen and processed food industry and future operational policies. |
| 參考文獻 |
一、 中文部分
[1] 王雅芬 (2004)，報業整合行銷傳播的創新 - - 以中國時報系為例，世新大學，傳播研究所，碩士論文。
[2] 王鏑 & 洪敏莉 (2000)，整合行銷傳播策略：從企劃、廣告、促銷、通路到媒體整合，台北市：遠流。
[3] 石滋宜 (1997)，標竿學習從改變想法開始，能力雜誌，第511 期，頁12-15。
[4] 呂玉華 (1990)，《產品特質、訊息類型與企業行銷策略關係之研究》，國立政治大學企業管理研究所碩士論文，未出版。
[5] 呂錦珍 (1996)，標竿學習-向企業典範借鏡，台北市：天下文化。
[6] 朱宏義 (1997)，推播媒體 (Push Media) 產業分析之初探研究—以臺灣地區華文全球資訊網站為例 (Doctoral dissertation)，國立交通大學傳播研究所，碩士論文。
[7] 余朝權 (1991)，產業分析構面之探討，台北市銀行月刊，第二十二卷，第七期，頁9-19。
[8] 余朝權 (1994)，產業競爭分析專論，台北：五南圖書出版公司。
[1] 利弘毅 (2015)，路線貨運業經營策略轉型之分析-以 H 公司為例，國立中央大學，管理學院高階主管企管碩士班，碩士論文。
[2] 吳思華 (1987)，產業政策與企業策略，台北：中華經濟研究所。
[3] 林建山 (1991)，台灣企業管理：觀念、經驗與現實，環球經濟社。
[4] 林瑞陽 (2001)，台灣營建產業不同發展階段經營策略分析之研究，國立雲林科技大學碩士論文，未出版。
[5] 周文賢 (1999)，行銷管理。台北市：智勝文化出版社。
[6] 郭思妤 (2007)，科特勒談政府如何做行銷 (Philip Kotler, & Nancy Lee 原著)，台北：台灣培生教育。
[7] 郭振鶴 (2005)，行銷管理，台北：三民書局。
[8] 張寶成 (2004)，從經營管理展開企業致勝作為，經濟日報。
[9] 孫本初 (2010)，公共管理(五版)，台北：智勝文化。
[10] 陳邦杰 (1991)，新產品行銷，台北：遠流。
[11] 曾光華、饒怡雲 (2011)，行銷學原理，前程文化。
[12] 榮泰生 (2001)，行銷管理學。台北：五南圖書。
[13] 薛琦 (2001)，新世紀產業發展趨勢與策略，國政研究報告，台北：財團法人國家政策研究基金會。
二、 英文部分
[1] Aaker, D. A. (1973). Toward a normative model of promotional decision making. Management Science, 19(6), 593-603.
[2] Aaker, D.A., (1984). Strategic Market Management. New York: John Wiley & Sons Co.
[3] Aaker, D. A., (1992), Strategic Market Management 3rd ed., New York: John Wiley & Sons Co.
[4] American Marketing Associastion(1985). Marketing definition: Blissary if marketing term (Chicago, IL: American Marketing Associastion, 1960 and 1985).
[5] Anderson, B. and Pettersen, P. (1996). The Benchmarking Handbook, Chapman and Hall, London, pp. 13‐15.
[6] Bucklin, L. P. (1966). A theory of distribution channel structure. University of California, Institute of Business and Economic Research.
[7] Borden, N. (1953). Marketing mix.
[8] Botten, N., & McManus, J. (1999). Competitive strategies for service organizations. Purdue University Press.
[9] Doole, I., Phillips, C., & Lowe, R. (1994). International Marketing Strategy: Analysis. Development and Implementation. London, Routledge.
[10] Drucker, P. F. (1954). The practice of management: A study of the most important function in America society. Harper & Brothers.
[11] Drucker, P. (1973). Management: Tasks, perspectives, practices.
[12] Etzel, M. J., Walker, B. J., & Stanton, W. J. (2004). Marketing (13th).
[13] Foxall, G. R. (1981). Marketing behaviour: Issues in managerial and buyer decision-making. Gower.
[14] Grant R. M (1991), The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation, California Management Review, Vol.33.
[15] Grant & Robert M. (2002), Contemporary Strategy Analysis. Concepts. Techniques, Applications (4th ed). Blackwell Business.
[16] Hill, C. W., Jones, G. R., & Schilling, M. A. (2001). Strategic management: theory: an integrated approach (5th ed.) Boston: Houghton Mifflin Company.
[17] Hooley, G. J., Beracs, J., & Kolos, K. (1993). Marketing strategy typologies in Hungary. European Journal of Marketing, 27(11/12), 80-101.
[18] Hooley, G. J., Lynch, J. E., & Jobber, D. (1992). Generic marketing strategies. International Journal of Research in Marketing, 9(1), 75-89.
[19] Keehley, P. (1997). Benchmarking for best practices in the public sector: Achieving performance breakthroughs in federal, state, and local agencies. Jossey-Bass Inc Pub.
[20] Kelly, R.K., “The Impact of Technological Innovation on International Trade”, 2001.
[21] Kotler, P. (1976). Marketing Management: Analysis, Planning, Implementation, and Control (3 rd.): New York: Prentice-Hall.
[22] Kotler, P. (1982). Marketing for nonprofit organizations.
[23] Kotler, P. (1994). Marketing management: analysis planning implementation and control.
[24] Kotler, P. (2003). An Information Processing Theory of Consumer Choice, Mass: Addison.
[25] Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. The Journal of brand management, 9(4), 249-261.
[26] Kotler & Armstrong (1997). Philip Kotler and Gary Armstrong. Marketing: An Introduction. 4th. Upper Saddle River: Prentice-Hall.
[27] Kotler, P. & Armstrong, G., (2005). Marketing: an introduction. Prentice Hall.
[28] Kotler, P., & Keller, K. L. (2006). Administração de marketing.
[29] Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. The Journal of Marketing, 10-15.
[30] Levitt, T. (1960). Marketing myopia. Harvard business review, 38(4), 24-47.
[31] McCarthy, E. J., & Perreault, W. D. (1960). Basic Marketing, Homewood, IL: Richard D.
[32] McNamara, C. P. (1972). The present status of the marketing concept. The Journal of Marketing, 50-57.
[33] Narayanan, V. K., & Fahey, L. (2005). The relevance of the institutional underpinnings of Porter′s five forces framework to emerging economies: An epistemological analysis. Journal of Management Studies, 42(1), 207-223.
[34] Pearce & Robinson (2000). Formulation, Implementation, and Control of Competitive Strategy. (7th ed). Boston : McGraw-Hill Irwin.
[35] Pearce, J. A., & Robinson, R. B. (2005). Stategic Management.
[36] Perreault, W.D. & E.J. McCarthy (2005). Basic Marketing：A Global- Managerial Approach (15th ed), USA:McGraw-Hill.
[37] Porter, M. E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitor, New York: The Free Press.
[38] Porter, M. E., & Advantage, C. (1985). Creating and Sustaining Superior Performance.
[39] Rolstadas, A. (1995). Benchmarking: Theory and practice. London: Chapman & Hall.
[40] Shepherd, W. G. (1979). The economics of industrial organization, N.J.: Pearson Prentice-Hall.
[41] Schoell, W. F., & Guiltinan, J. P. (1995). Marketing, Englewood Cliflfc.
[42] Spendolini, M. J. (1992). The benchmarking process. Compensation & Benefits Review, 24(5), 21-29.
[43] Stanton, W. J. (1975). Fundamentals of marketing channels.
[44] Thomas C., Kinnear & Taylor, J. R. (1987). Marketing research: an applied approach. McGraw-Hill Companies.
[45] Toffler, A., & Alvin, T. (1981). The third wave (pp. 32-33). New York: Bantam books.
[46] Wendell R. Smith (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of marketing, 21(1), 3-8. |
[Endnote RIS 格式]
[相關文章]
[文章引用]
[完整記錄]
[館藏目錄]
至系統瀏覽論文 ( 永不開放)
plurk
funp
live
udn
HD
myshare
netvibes
friend
youpush
delicious
baidu
Google bookmarks
del.icio.us
hemidemi
facebook
twitter
google
reddit