政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29947

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29947

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113318/144297 (79%)
Visitors : 51008814 Online Users : 929

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Commerce > Department of Business Administation > Theses > Item 140.119/29947

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29947

Title:	寵物食品業面對多重通路衝突的行銷策略 - 以美商艾汾臺灣分公司為例
Authors:	吳勝良 Wu, Sheng Liang
Contributors:	洪順慶吳勝良 Wu, Sheng Liang
Keywords:	寵物食品多重通路衝突寵物店動物醫院行銷通路
Date:	2006
Issue Date:	2009-09-11 16:55:22 (UTC+8)
Abstract:	本研究觀察臺灣的狗食市場，並且選擇兩家動物醫院與三間的寵物商店進行深入訪談，從訪談過程中發現在專業市場通路裡的動物醫院和寵物店之間明顯存在經營邏輯與對狗食商品定位截然不同的期待，這種對於狗食的期待不同，形成狗食品牌經營者在產品定位、包裝規格、定價策略與促銷安排上，對不同的通路型態，必須制訂不同的行銷策略，以避免不理性的通路衝突，而造成行銷資源的浪費與消費者對品牌認同的干擾。依照深度訪談的整理結果，發展出寵物食品通路量表，此量表主要可分為販售狗食的目的、選擇販售狗食品牌的考量因素以及選擇往來經銷商之考量因素三部分，並以郵寄的方式施測於艾汾公司全省13家經銷商所掌握的467家寵物店和297家動物醫院。從回收的問卷中發現：在銷售寵物食品的目的上，寵物商店較動物醫院更重視增加營業收入以及增加其他商品的銷售目的，但在追求經營利潤、提供飼主一次購足的便利以及創造衍生性服務的目的上，兩通路間並無顯著差異；在選擇銷售的狗食品牌的考量因素上寵物店比動物醫院更在乎該品牌廠商是否有消費者促銷活動、消費者是否對該品牌指名購買和試吃包與餵養手冊的提供；而動物醫院則相對較重視特殊功效、與來源國形象；寵物店與動物醫院在選擇與哪家經銷商往來時，二者的考量因素並無明顯差異，並不因本身專業知識的多寡，而對前來拜訪的業務員或所提供的配送服務，有不同的期盼或要求。多重通路衝突現象在寵物食品業確實存在，寵物店或動物醫院都不希望本身所販賣的狗食在其他通路也有販售，深怕其他通路因為販售目的的不一致，而造成促銷價格難以掌控的困擾，尤其是其他通路開啟價格戰時，可能進而被消費者貼上黑店記號，或是有利潤減損與存貨滯銷的風險。利潤是影響專業市場通路業者是否推薦某一品牌狗食的主要考量，而價格的限定與依通路別區隔產品，是通路利潤能否確保的主要關鍵，因此本研究提供作為企業在面對多重通路型態時，價格訂定與行銷策略制訂之參考。 From the study of Taiwan Dog food market and the in-depth interviews with 2 Vet Clinics and 3 Pet Shops, it was identified that significant difference existed in the business model and role of Dog food in their overall product portfolio between Vet clinics and Pet Shops in Taiwan, although these two store types were both classified as the “Specialty Trade” channel for Petcare products. Given this different expectation for selling Dog food, it was inevitable for Dog food suppliers to provide different product offerings and marketing mix for different trade customers, in order to avoid the irrational trade conflicts, wastage in brand investment and consumers’confusion about brand image. From the results of those in-depth interviews, we also developed questionnaire to conduct quantitative research on 467 Pet Shops and 297 animal hospitals that had business with the 13 regional distributors under Mars Foods Taiwan. The questionnaire composed of three major sections, which were: Purposes for selling Dog food, Major factors in brand selection and choices of distributors. Based on those responded questionnaires, it showed that, in terms of selling objectives, both Pet shops and Vet clinics were quite similar in the pursuit of profit, providing one-stop shopping for pet owners and generating additional demand for other services items, although Pet shops were also keen to drive incremental sales of other products. In the selection of Dog food brands, Pet shops cared more about consumer promotion, consumers’ preference for the brands and the offering of sample packs and feeding booklets, while animal hospitals concerned more with origins of country and functional benefits. As to the selecting criteria for local Petfood distributors, there was no major variance in their expectation/request on the salesmen or logistics service between these two store types. “Multiple channel conflicts” truly existed in Petfood market, as both Pet shops and Vet clinics did not want to see the same products also available in the other grocery channels with the fear of consumers’ complaints caused by other channel’s inconsistent pricing and different selling strategy on Dog food. In particular, the price war on Petfood among major retailers may get consumers mad about the Pet shops or Vet clinics and cause negative impact on their margin and inventory of the same dog food brands. It was crucial for suppliers to provide stable trade margin to earn the recommendation from Pet shops and vet clinics by strict cross-channel pricing control and channel-specific products offering, as profit was the most important motivator for “Specialty Trade” customers. This study provided a couple of initial thoughts for marketers to better deal with the pricing management and marketing strategy across multiple trade channels.
Reference:	中文部分牛海鵬、郝建華 (2003)，新銷售通路管理，北京企業管理出版社，頁117-133。王宏洲 (2005)，台灣汽車產業經銷通路整併策略之研究，國立政治大學企業管理所碩士論文。邱義城 (1991)，行銷36策 – 行銷新銳武器，不戰而屈人之兵，遠流出版公司，頁105-109。吳信陵 (2004)，寵物水族業之電子商務模式，輔仁大學資訊管理學系碩士論文。何永傳 (2004)，寵物就醫因素與回診關聯性之探討一以宜蘭地區為例，佛光人文社會學院經濟學研究所碩士論文。林明煌 (2003)，食品供應商對連鎖通路因應之道，國立中央大學管理學院高階主管企業碩士班碩士論文。林基順 (2004)，寵物店經營之關鍵成功因素研究 – 以犬市場為例，國立中山大學企業管理研究所碩士論文。洪順慶 (2001)，行銷管理，新陸書局，第二版，頁405-464。張元祥 (2004)，真是好狗命，遠見雜誌，民九十三年十二月，第222期。張振明譯 (2004)，行銷是什麼？，譯自Philip Kotler, Marketing Insights from A to Z，商周出版，頁198-202。馬萱人 (2004)，美寵物商機上兆 - 專賣店搶走超市生意，商業週刊，民九十三年五月，第858期。連靜如 (2006)，從通路效益看產品配置 – 以蘇格蘭威士忌為例，國立交通大學管理學院碩士在職專班經營管理組碩士論文。陳怡安 (2004)，寵物飼養與社交行為的衍生-以同化與調適的角度論述，東海大學企業管理學系碩士論文。陳信宏 (2002)，寵物業網路商店與傳統商店關鍵成功因素之比較--以「狗」市場為例，國立中山大學企業管理學系研究所碩士論文。陳振遠、陳振田譯 (1990)，行銷管理 - 分析、規劃與控制，編譯自Philip Kotler, Marketing Management – Analysis, Planning, and Control，五南圖書出版公司，頁757-838。陳力銘 (2003)，通路結構演變與企業轉型策略之相關研究，國立台灣大學國際企業管理研究所碩士論文。陳文蓉 (2002)，流通業的發展對台灣經濟影響之分析，元智大學企業管理研究所碩士論文。陳培中 (2001)，以資源基礎觀點探討動物醫院經營關鍵成功因素之探討，長榮管理學院經營管理研究所碩士論文。程宇鵬 (2000)，零售點對製造廠商通路權力認知之研究 – 以袋裝式餅乾為例，國立台北大學企業管理研究所碩士論文。楊長春 (2004)，跨國性畜犬食品在台市場進入及行銷策略研究，朝陽科技大學企業管理研究所碩士論文。楊其明 (2006)，服務品質與行銷組合滿意度對整體顧客滿意度及顧客忠誠度之關連性研究 – 以寵物店為例，靜宜大學管理碩士在職專班碩士論文。楊珮民 (2006)，台灣地區食品產業通路權力之研究 – 以製造業與零售業為例，南台科技大學行銷與流通管理研究所碩士論文。蕭富峰 (1992)，行銷陷阱66 – 避免錯誤創造業績的法則，遠流出版公司，頁227-234。劉怡伶、閻蕙群譯 (2000)，定價聖經，譯自Robert J. Dolan and Hermann Simon, Power Pricing – How Managing Price Transforms the Bottom line，藍鯨出版社，頁114-134。劉祥熹、劉淑倫 (2001)，垂直整合及其與市場結構、績效之關聯性-台灣地區食品產業之個案分析，公平交易季刊，第九卷第一期，頁5-38。劉智宏 (2003)，台灣綜合商品零售業之經營現況與趨勢分析，國立高雄第一科技大學/行銷與流通管理所碩士論文。劉凌明 (2003)，食品業供應鏈系統分析，逢甲大學工業工程研究所碩士論文。劉真如譯 (2005)，科特勒 – 行銷金律，譯自Philip Kotler, Ten Deadly Marketing Sins，商周出版，頁75-91。簡妤儒 (2001)，寵物商品化與價值變遷：分析1950年代後犬市場的形成與變遷，國立臺灣大學/社會學研究所碩士論文。蘇耀期 (2002)，台灣地區動物保護法實施後家犬與流浪犬數目變化之研究，國立臺灣大學/獸醫學研究所博士論文。英文部分 Bowersox, Donald J. and M. Bixby Cooper (1992), Strategic Marketing Channel Management, Mc Grow-Hill Inc., p.323-337. Coughlan, Anne T., Erin Anderson, Louis W. Stern, and Adel I. El-Ansary (2006), Marketing Channels, Pearson Education/ Prentice Hall, 7th. Iacobucci, Dawn (2001), Kellogg on Marketing, Jonh Wiley and Sons Inc., p.247-269. Nagle, Thomas T. and Reed K. Holden (1995), The Strategy and Tactics of Pricing, Prentice-Hall Inc., p.210-234. Philip Kotler and Kevin Lane Keller (2006), Marketing Management, Pearson Education Ltd., 12 edition, p.431-493.
Description:	碩士國立政治大學企業管理研究所 90932504 95
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0909325041
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

Files in This Item:

File	Size	Format
index.html	0Kb	HTML2	332	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback