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Title:	台灣食品廠商之策略行銷分析－以卜立為例 Strategic marketing analysis of Taiwanese food manufacturers －A Case Study of Puly
Authors:	徐振康 SYU, JHEN-KANG
Contributors:	巫立宇徐振康 SYU,JHEN-KANG
Keywords:	食品產業五力分析策略行銷 Strategic Marketing Analysis Food Industry Five Forces Analysis
Date:	2024
Issue Date:	2024-08-05 12:35:33 (UTC+8)
Abstract:	台灣食品產業以其多樣性和中西文化融合的特點聞名，擁有完善的產業鏈，並由 7,600 多家食品工廠組成，其中中小企業在該產業中扮演關鍵角色，但同時也面臨資源限制和競爭壓力。本研究聚焦於台灣食品產業的競爭態勢與策略行銷，以卜立股份有限公司為個案，探討其在激烈競爭中如何脫穎而出。研究目的在於分析卜立的市場定位、在競爭激烈的市場中的競爭力，以及應對內外環境變化的策略行銷實踐，以提供給食品產業參考，並促進台灣食品產業的發展。從策略行銷4C的結果，卜立透過客製化服務和創新產品品質的策略，降低買者外顯單位效益成本，提高了產品的價值感知；同時，透過進入連鎖通路、市場細分，卜立成功減少買者資訊搜尋成本，促進了購買決策的快速達成。此外，卜立建立快速回應機制、加強食品安全和信任建設，有效降低買者道德危機成本，提升了品牌在市場中的信任度和競爭力；同時，透過顧客回饋計畫和企業社會責任的推行，成功提升買者專屬陷入成本，擴大了市場規模並增強了品牌的長期競爭力。整體而言，卜立的綜合策略和品牌競爭力為其在競爭激烈的食品市場中的長期發展，奠定了堅實的基礎。因此，透過深入了解卜立的營運模式和市場行銷策略，本研究從中探究食品工廠如何藉由策略行銷提升競爭力和市場佔有率，同時滿足消費者對健康和安全的需求，並追求永續發展。 The Taiwan food industry is renowned for its diversity and the fusion of Eastern and Western cultures, with a well-developed industry chain and more than 7,600 food factories, where small and medium-sized enterprises play a crucial role. However, they also face resource constraints and competitive pressures. This research focuses on the competitive landscape and strategic marketing of the Taiwan food industry, using Puly as a case study, to explore how it stands out in the fierce competition. The research aims to analyze Puly's market positioning, competitiveness in the highly competitive market, and its strategic marketing practices in response to changes in the internal and external environment, to provide a reference for the food industry and promote the development of the Taiwan food industry. From the results of the 4C marketing framework, Puly has adopted strategies of customized services and innovative product quality to lower the buyer's explicit unit benefit cost and increase the perceived value of its products. At the same time, by entering the chain channel, market segmentation, and providing a one-stop shopping experience, Puly has successfully reduced the buyer's information search cost and facilitated the rapid decision-making process. Furthermore, Puly has established a rapid response mechanism, strengthened food safety, and built trust, effectively reducing the buyer's moral hazard cost and enhancing the brand's credibility and competitiveness in the market. Additionally, through customer feedback programs and corporate social responsibility initiatives, Puly has successfully increased the buyer's switching cost, expanding its market share and strengthening the brand's long-term competitiveness. Overall, Puly's comprehensive strategy and brand competitiveness have laid a solid foundation for its long-term development in the highly competitive food market. This study, by delving into Puly's operating model and marketing strategies, aims to explore how food factories can leverage strategic marketing to enhance their competitiveness and market share, while meeting consumers' demands for health and safety, and pursuing sustainable development.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 110932423
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110932423
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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