政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/111578

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政大機構典藏 > 商學院 > 企業管理研究所（MBA學位學程） > 學位論文 > Item 140.119/111578

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题名:	進入台灣堅果原料供應鏈策略以Z公司為例 The strategies of entering tree nuts supply chain in Taiwan: a case study of Z company
作者:	林立翰 Lin, Lee Han
贡献者:	巫立宇 Wu, Lei Yu 林立翰 Lin, Lee Han
关键词:	出口貿易資訊不對稱 4C架構分析外部環境 Exporting Information asymmetry 4C framework of strategic marketing Exterior environment
日期:	2017
上传时间:	2017-07-31 11:31:36 (UTC+8)
摘要:	本次採取個案研究方式，針對一家經營堅果原料出口貿易的中間商，藉著全球強勁的買方需求開始進入堅果原料市場。此公司座落在原料的產地，容易取得第一手的價格與產業情報，讓他們擁有資訊不對稱的優勢，來進行原料的銷售。針對該中間商從銷售基本單位、銷售八大步驟、採購小組中心、4C架構、垂直整合等五個方式進行探討。此中間商成功進入台灣堅果原料供應鏈，主要在於能與上游供應鏈簽訂短期商品合約，保有原料價格的競爭力，並且能在其他競爭對手無原料時，適時提供客戶商品。在開發台灣市場發展的前期，由堅果原料供應鏈的下游開始，一路往上游尋找台灣的潛在客戶。此中間商取得下游廠商的信任後，運用彼此的關係取得上游買家的信任，加快銷售程序，以及減少採購單位的疑慮。個案中，該中間商曾試著透過策略聯盟的方式，與台灣小型網購業者進行堅果銷售，最後卻以失敗收場。實際訪談個案公司與蒐集資料後，透過理論架構分析發現，一家企業公司要進入市場的前期，若花費精神調查供應鏈的結構來發掘潛在買家對象，且瞭解實際的需求與市場的競爭狀況後，再借助企業本身優勢，可成功取得代表性的客戶，容易成為此供應鏈的一員。但，隨著外部環境改變，企業的優勢是否會跟著改變，也是其個案企業未來尚須解決的議題。 This research takes a tree nut exporting company, the Z Company, as case study to evaluate how the company took advantage of both strong international tree nut raw material demand and first-hand industrial and price information to enter the tree nut exporting industry. By facilitating its location advantage, which the company is located in the tree nut farm, the Z Company is able to hold first-hand information to create information asymmetry as advantage to sell the tree nut raw material. In the beginning stage in developing Taiwanese market, Z Company started and earned trusts from customers located in downstream tree nuts supply chain, and then took further steps to move upstream by exploiting the established trusts as references to gain trusts from the customers located in the upper stream of the supply chain. By doing so, Z Company was able to speed up the purchasing process and minimize the doubts for purchasing managers. In addition to this, Z Company also formed strategic alliance with a small Taiwanese online store to penetrate the market but did not receive much result. This research uses the concepts of basic sales unit, 8 steps to establish sales and customer relationship management, 4C framework of strategic marketing, and vertical integration to evaluate the developing path of Z Company. The research found that the reason why Z Company can successfully enter the tree nuts supply chain in Taiwan is that Z Company is able to sign shirt-term merchandise supply contract with the suppliers to ensure the competitiveness in price and secure the product supply, while on the other hand offers timely supply of material to the customers when other competitors fail to fulfill the product demand. This research discovered that in the beginning stage of market entry, it is ideal to utilize the company’s resources to discover who the potential buyers are and what the real market demand and the degree of competitiveness is. Then, the company should take its interior strength to acquire customers with industry influence as representative case so that it can easily become one of the members in the supply chain. However, as the external environment changes, the company’s advantages in the industry are very likely to change as well, therefore how to respond to such change will be the future development issue for the company.
參考文獻:	Chang, Cindy. (2016). Retail Foods Annual 2016. USDA Foreign Agricultural Service. Change, Cindy. (2016). Exporter Guide. USDA Foreign Agricultural Service. Ltd. Pacific Research Asian. (2009). Opportunities for Chilean Food Exports in Taiwan. Chilean Trade Office . Service Foreign Agricultural USDA. (2016). Tree Nuts: World Markets and Trade . United States Department of Agriculture. YCHARTS. (2017). US Almonds Price Received:2.84 USD/lb for 2015. 擷取自 US Almonds Price Received Historical Data: https://ycharts.com/indicators/us_almonds_price_received YkJu. (民105年9月15日). 那一年我們一起吃的零食. 擷取自股感知識庫: https://www.stockfeel.com.tw/%E9%82%A3%E4%B8%80%E5%B9%B4-%E6%88%91%E5%80%91%E4%B8%80%E8%B5%B7%E5%90%83%E7%9A%84%E9%9B%B6%E9%A3%9F/ 朱文姨、陳建男. (民104). 策略管理. 華泰文化. 巫立宇、邱志聖. (民104). 銷售與顧客關係管理. 新陸書局. 邱志聖. (民103). 策略行銷分析：架構與實務應用第四版. 智勝文化. 食品工業發展研究所. (民104). 2014年台灣休閒食品消費行為與生活型態調查研究. 食品工業發展研究所. (民104). 2015食品產業年鑑. 財政部關務署. (民106年6月13日). 進、出口貨物數量、價值查詢. 擷取自財政部關務署統計資料庫查詢系統: https://portal.sw.nat.gov.tw/APGA/GA03 高宜凡. (民101年12月22日). 攜手味全，日本超人氣薯條來台生產！. 擷取自遠見: https://www.gvm.com.tw/webonly_content_218.html 捷盟行銷股份有限公司. (民106年6月13日). 進出口費用一覽. 擷取自運費試算. 陳玉玲. (民103年3月18日). 台灣市場趨勢－休閒食品賣健康從口感與素材創新. 擷取自中時電子報: http://www.chinatimes.com/newspapers/20140318001424-260207 詹建隆. (民106年5月5日). 消費者是跟風還是觀望？看看你同事桌上的零食吧！. 擷取自 PChome新聞台: http://www.scrapbase.tk/2017/05/blog-post_246.html 鄭昀. (民103年12月16日). 萬歲牌堅果如何讓人偶爾吃，變隨時可吃？. 擷取自動腦: http://www.brain.com.tw/news/articlecontent?sort=&ID=21180 聯華食品工業股份有限公司. (民104). 2014企業社會責任報告書.
描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 103363051
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0103363051
数据类型:	thesis
显示于类别:	[企業管理研究所（MBA學位學程）] 學位論文

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