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Title:	食品代理商之策略行銷分析：以H公司為例 Strategic Marketing Analysis of Food Distributor : Take Company H As Example
Authors:	吳文玲 LING, WU WEN
Contributors:	巫立宇 Wu, Lei-Yu 吳文玲 WU WEN LING
Keywords:	4C 策略行銷分析代理商顧客關係品牌原廠
Date:	2024
Issue Date:	2024-08-05 12:42:07 (UTC+8)
Abstract:	台灣食品安全問題層出不窮，食用油更是每日不可或缺之一，奧利塔橄欖油為台灣進口橄欖油的銷售冠軍，亦是2023年與2024年康健最受信任食用油品牌第一名，品牌實力雄厚，而產品背後的重要推手是由H公司引進代理銷售，與銷售食用油的上市公司棋逢敵手。本論文有鑑於大眾對於油品的認知有限，且鮮少有論文以代理商為出發點，討論代理商與原廠客戶及終端消費者關係之相關研究，故以H公司代理商的角色為出發點，深度探討代理商與原廠及經銷商的顧客關係，並將其以4C架構進行深入探討，從中整理H公司的成功要件。根據本論文整理分析發現，H公司對於原廠、客戶與終端消費者均採取相對應的策略，使合作夥伴持續緊密合作。依據邱志聖（2020）策略行銷分析架構與實務應用將行銷交換架構分析，H公司在C1對於買者外顯單位效益成本，專精於義大利食品品牌經營、開創奧利塔學院教學，提高使用者有形與無形的效益；自動倉儲、CRM管理系統等，讓買者能更快、更即時的取得產品；C2買者資訊蒐集成本，銷售管道多元、業務拜訪積極等模式，都讓買者輕易看見，降低買者搜尋產品與了解品牌的時間與成本。C3買者道德危機成本部分，H公司建立與經銷商穩固的合作關係，提供穩定品質的產品，經歷兩次油安事件均通過考驗，合作至今做到不斷貨；仁慈同理心方面，H公司銷售模式專一、顧及下游合作的經銷商，且第一時間至前線解決問題，顧及餐廳及所有買家，並進行多項CSR活動，均大幅降低買者道德危機成本。C4買者專屬陷入成本，H公司僅做義大利產品專業性高，加上獨立開設ONAOO品油認證課程等，使老客戶持續上門回購；開設奧利塔學院解決廚師痛點問題，使其陷入無法離開；外加在台銷售的好成績與各項國家法規品質認證，再再建立心理層面的認同，大幅提高C4買者專屬陷入成本。 H公司成立至今持續努力求新求變，讓公司可持續永續發展與經營，從容地面對接下來的挑戰。 Taiwan's food safety issues are never-ending, and edible oil is indispensable on a daily basis. Olitalia olive oil reigns as the top-selling imported olive oil in Taiwan and has also been voted the most trusted edible oil brand for both 2023 and 2024 in the Common health magazine. H Company as a key player in product distribution and sales, posing a formidable challenge to other edible oil companies in the market. Based on the findings of this paper, it was observed that H Company adopts corresponding strategies towards manufacturers, clients, and end consumers, fostering ongoing close cooperation with its partners. According to “Strategic Marketing Analysis: Framework and Practical Applications” (2020), H Company specializes in maximizing buyer's apparent unit benefit-cost ratio in C1. This is achieved through its expertise in managing Italian food brands, pioneering the Olitalia Academy for education, and enhancing both tangible and intangible benefits for users. Automated warehousing, CRM management systems, and other tools allows buyers to access products more quickly and in real-time. In C2 strategies such as diversifying sales channels and actively engaging in business visits enable buyers to easily find products and reduce the time and cost of understanding the brand. In C3 strategies, H Company has established solid cooperation with distributors, providing stable quality products that have withstood crises such as two oil safety incidents. The company's sales model focuses on downstream distributors, and it promptly addresses issues on the frontline, considering the needs of restaurants and all buyers. Additionally, various CSR activities significantly reduce buyers' moral crisis costs. In C4 strategies, H Company specializes only in high-quality Italian products, supplemented by independent ONAOO olive oil certification courses, which encourage repeat purchases from loyal customers. The establishment of the Olitalia Academy addresses chefs' pain points, making them reluctant to leave. Furthermore, the company's successful sales performance in Taiwan and various national quality certifications repeatedly strengthen psychological identification, significantly increasing the costs for buyers to switch to other brands in C4. Since its establishment, H Company has continuously strived for innovation and change, ensuring the company's sustainable development and operation. With this approach, the company is poised to confidently face upcoming challenges.
Reference:	一、中文文獻邱志聖（2020）。策略行銷分析：架構與實務應用，第五版，台北：智勝文化事業有限公司。二、英文文獻 Alderson, W., & Martin, M. W. （1965）. Toward a formal theory of transactions and transvections. Journal of Marketing Research, 2（2）, 117-127. 三、參考網站 1. 康健（2016）橄欖油要分級了！７ＱＡ看懂怎麼買（民113年03月30日，取自：https://www.commonhealth.com.tw/article/73698） 2. 康健（2024）2024最新得獎品牌 \| 信賴，是品牌永續關鍵（民113年03月30日，取自：https://www.commonhealth.com.tw/event/health-branding/award.html） 3. 新南向政策資訊平台（2023）花蓮26號的誕生重新定義台式燉飯（民113年03月30日，取自：https://nspp.mofa.gov.tw/nspp/news.php?post=244606&unit=406&unitname=%E5%B0%88%E9%A1%8C%E5%A0%B1%E5%B0%8E&postname=%E8%8A%B1%E8%93%AE26%E8%99%9F%E7%9A%84%E8%AA%95%E7%94%9F-%E9%87%8D%E6%96%B0%E5%AE%9A%E7%BE%A9%E5%8F%B0%E5%BC%8F%E7%87%89%E9%A3%AF） 4. 維基百科（2024）台灣食品安全事件列表（民113年02月10日，取自：https://zh.wikipedia.org/zh-tw/%E5%8F%B0%E7%81%A3%E9%A3%9F%E5%93%81%E5%AE%89%E5%85%A8%E4%BA%8B%E4%BB%B6%E5%88%97%E8%A1%A8） 5. 維基百科（2024）2014年台灣劣質油品事件（民113年02月10日，取自：https://zh.wikipedia.org/wiki/2014%E5%B9%B4%E5%8F%B0%E7%81%A3%E5%8A%A3%E8%B3%AA%E6%B2%B9%E5%93%81%E4%BA%8B%E4%BB%B6） 6. 嘉義市政府觀光新聞處（2021）。隱形冠軍在嘉義市協憶從嘉義出發打造橄欖油代理王國。（民113年03月1日，取自：https://www.chiayi.gov.tw/News_Content.aspx?n=454&s=605861）
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 111932418
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111932418
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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