台灣冷凍調理食品業行銷策略分析─以A公司為例

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题名:	台灣冷凍調理食品業行銷策略分析─以A公司為例
作者:	楊媚蓉;Yang, Mei-Jung
贡献者:	高階主管企管碩士班
关键词:	冷凍調理食品;行銷策略;產業分析;標竿學習;frozen and processed foods;marketing strategy;industrial analysis;benchmark learning
日期:	2018-06-20
上传时间:	2018-08-31 14:29:23 (UTC+8)
出版者:	國立中央大學
摘要:	近年來隨著社會型態的改變，消費者對於具有便利性及健康性的冷凍調理食品需求大增，使得冷凍調理食品的市場蓬勃發展，但台灣冷凍調理食品產業競爭激烈且趨近飽和，在市場上冷凍調理產品的同質性高，故各家冷凍調理食品廠商紛紛開始改變經營策略、行銷策略及品牌經營，希望能在這競爭的產業環境中脫穎而出且永續發展。本研究係針對個案A公司，透過質性研究中的個案分析法，首先回顧台灣冷凍食品產業的經營環境、概況與發展趨勢進行分析，接著藉由次級資料蒐集以及訪談企業總經理及副總經理，探討個案A公司的營運現況、產業分析與行銷策略，並透過訪談冷凍調理食品產業中的標竿企業-桂冠實業公司王董事長，分析國內知名企業的品牌及行銷策略，並深入探討其成功的關鍵，最後歸納並彙整研究結果，對個案A公司在冷凍調理食品產業中未來的經營策略提出具體的建議。本研究針對個案A公司在營運上提出三項結論：(1) 以顧客導向之行銷策略，滿足顧客需求；(2) 個案公司除了代工市場，並積極提升自有品牌的能見度；(3) 個案公司積極涉入網路購物的市場。本研究亦針對個案公司提出未來營運、行銷策略以及品牌經營上的發展建議：(1) 配合時代環境的改變，從以往的業務市場轉往零售市場；(2) 與線上購物平台合作，擴大銷售市場；(3) 公司自有品牌形象之建立。期望藉由本研究分析、研究結果及結論能夠幫助個案A公司在冷凍調理食品產業中提升競爭優勢及未來營運方針之參考。;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.
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