| dc.description.abstract | Due to the intensity of competition and diversity of products, it is a very important work to entirely master the product market demand, especially in this fast moving consumer goods market. However, with the growth and decline in Taiwan in recent years stores channel, traditional food manufacturing companies that have their own brand names, not only need to produce the product to sell but also need to produce the products according to consumer demand and make it customization in this consumer oriented world. In recent years, due to several turmoil of a variety of foods, how to make the forecast management about the shelf life of fresh food restrictions is a major test of the food industry. This study investigated the traditional food companies which is facing the corporate transition from production-oriented to consumer-oriented, and current snack food market demand and it’s competition changes, than establish a reasonable sales demand forecasting model in order to solve the difficulty that company will face by the time they try to fully master the market demand of the traditional food market.
In this study, characteristics of the fast moving consumer products, and snack foods industry market analysis, indicating the traditional food company faced the problem of uncertainties in the face of market demand forecast, according to the manufacturer experience to identify the independent variables affecting the market demand seasonal factors in the split for the Lunar New Year and the Hungry Ghost Festival, the corresponding changes in the share of a single month sales month Lunar days, as well as promotion factors of advertising effect variables, the stores display the effect of variables and channel discount the effect of variables, and by selected Lian Hwa Foods Corporation for products of a specific calendar year, the actual sales data, and manufacturers actually controllable input the information of the independent variables, to explore the relationship between these variables and product sales, through regression analysis method to identify the impact correlation in order to establish an appropriate model to predict future sales demand and expect effective land extended to other products.
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