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| Title: | 策略行銷分析架構於連鎖餐盒產業之應用研究 (以T公司為例)
Research on the application of strategic marketing framework in the lunch box franchise industry (T company as an example) |
| Authors: | 姚智元
Yao, Chih-Yuan |
| Contributors: | 邱志聖
Chiou, Jyh-Shen
姚智元
Yao, Chih-Yuan |
| Keywords: | 行銷
策略行銷
供應商管理
重建CIS
Marketing
Strategic Marketing
Supplier Management
Reconstruction of CIS
4C |
| Date: | 2020 |
| Issue Date: | 2020-07-01 13:44:27 (UTC+8) |
| Abstract: | 這個個案故事背景是發生在 2017年到 2019年之間， 2017年剛好遇上雞肉價格大漲，T公司窮於應付漲價的成本問題，T公司的總經理剛好於2017年年底考上的國立政治大學的經營管理碩士學程班，在2018年的年初剛好上了 邱志聖老師的策略行銷分析，T公司的總經理於是將策略行銷分析理論4C用於供應鏈行為分析上，並制定了反制的策略，這確實讓T公司獲利大增，也制定了相關SOP預防未來被供應商綁架和陷入供應商行銷策略陷阱的窘境，故我們就此一個案進行相關的應用研究 。
在策略行銷分析課程中，師長以及學長姐也共同為了T公司的4C進行診斷，專家共同發現T公司另一個問題，每一家分店的裝潢都不盡相似，招牌也不完全統一 ，同樣我們以策略行銷4C來進行分析，發現C2資訊搜尋成本過高，且有品牌模糊的問題，因T公司尚未建立企業識別系統 （CIS系統)，T公司的消費者分不清楚T公司的分店，因為每一家的裝潢都不太一樣，所以為了讓消費者能清楚的辨別出來T公司分店，大家建議T公司進行C2的改善，並建立明確的CIS系統，T公司後來確實也有進行CIS重建的計畫，後續也確實得到了改善後的效果，故我們也就此個案在C2的改善上進行策略行銷分析應用研究 。
本個案的應用研究主要是要讓中小企業傳統業者明白策略行銷分析在經營上的重要性，行銷並不止於在單純的促銷和廣告上，在中小企業的供應商策略分析及管理也十分受用，最重要的是在對於中小企業未來的品牌經營能夠提供更明確的方法跟方向，最後希望中小企業都能夠運用策略行銷分析而成為百年老店。
The background of this case study happened between 2017 and 2019. Since 2017, T company found that the purchasing price of its main raw material, chicken, rose significantly which cause the erosion of the company’s profit margin. In the meantime, GM of T company was admitted to EMBA program of National CHENGCHI University (NCCU), had a chance to go back to study how to run the business effectively. Within the program, The GM of T company studied a marketing course called “Strategic Marketing Analysis framework”, he then applied the framework to his lunch box franchise business. In general, the result was good and better than expected like saving the cost and arising the profit. So decided to study deeper and conducted relevant applied research on this case.
In the strategy marketing analysis course, the professor Chiou and the classmates also jointly diagnosed the 4C of T company. They found another problem of T company. The decoration of each branch is not similar, and the logos and signboards are not completely unified. According to the analysis of marketing 4C, it was found that the cost of C2 information search is too high, and there is a problem of brand ambiguity. Because T company has not established an enterprise identification system (CIS system), the consumers are not clear about the branches of T company. The decoration is not the same, so in order to allow consumers to clearly identify the T company`s branches versus other brands. The study group recommends T company to improve C2 and establish a clear CIS system. T company does have plans for CIS reconstruction later. It has indeed obtained the improved effect, so we also conducted a strategic marketing analysis and application study on the improvement of C2 in this case.
The applied research in this case is mainly for traditional SMEs to understand the importance of strategic marketing analysis in business management. Marketing is not limited to simple promotions and advertising, but also very useful for supplier management and brand management of SMEs. Finally, I hope that SMEs can apply strategic marketing analysis in their business to become a century-old factory . |
| Reference: | 1. 邱志聖(2014)，策略行銷分析：架構與實務應用第四版，智勝出版社，台北市。
2. 邱志聖(2020)，策略行銷分析：架構與實務應用第五版，智勝出版社，台北市。
3. 邱志聖(2017)，品牌策略與管理，智勝出版社，台北市。
4. 巫立宇、邱志聖(2015)，銷售與顧客關係管理，新陸書局，台北市。
5. 于卓民（2014），國際企業：環境與管理，華泰文化事業股份有限公司，台北市。
6. 行政院農業委員會—畜產品價格查詢系統(2018)
http://price.naif.org.tw/Query/Query_now.aspx。
7. Michael E. Porter、Mark R. Kramer(2011)，創造共享價值， 2011 January，哈佛商業評論，Page1~17，許瑞宋譯自“Creating Shared Value,”HBR , January-February 2011。
8. 黃正忠(2015)，與商業策略結合的CSR創新管理，會計研究月刊no353，Page108~115，http://www.accounting.org.tw。 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932006 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107932006 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000541 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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