臺灣冷凍年菜之市場分析-以便利商店通路為例

Abstract

由於現代人工作忙碌，消費行為改變，幾乎以外食為主，又特別以新年春節中的年菜需求為最多，再加上冷凍年菜生產技術成熟，市場的銷售數量年年成長，主要販售通路以連鎖便利商店的銷售量為最多。本篇以A連鎖便利商店2014年銷售的資料為基礎進行統計分析，以探討消費者對冷凍年菜之偏好及差異，可做未來廠商投入生產資源、擬定行銷策略運用及商品開發的參考。 分析結果發現：在不同菜色品項方面，消費者較偏好雞鴨鵝禽類、佛跳牆類、豬肉類、米飯主食類及功夫菜類；在業績方面以一般品牌、名人代言及飯店代言的銷售效益較好；在銷售方面以北部區域的銷售量最多，中部區域的店鋪銷售量較好；在銷售價格以300元~599元的銷售價格帶的銷售量最多。進一步利用交叉分析發現，在銷售的前段時期銷售受歡迎的品項與中、後段銷售品項的排序不盡相同；各區域銷售菜色偏好與代言偏好也不一樣。因此對菜色開發及行銷規劃要依不同地區做設計。

Owing to busy modern lifestyle, people eat out more and more often. In recent years, the sales of frozen Chinese New Year dishes have climbed because of the technology maturity in producing frozen Chinese New Year dishes, and changes in consumer behavior. The main marketing channel is chain convenient store that accounts for most of the sales number. This study uses A convenient store sales data in 2014 for analysis, and further discussion in consumer preference varies among frozen Chinese New Year dishes. The results can provide firms some suggestions on production, marketing strategies and product development. The findings in this study include frozen dishes preference and sales performance. For dishes preference, the results show that consumers prefer poultry dishes, Buddha jumped over the wall, pork dishes, rice dishes, and traditional Chinese dishes. As for sales performance, normal brand, and celebrity endorsement have better performance in sales efficiency. In sales regions, northern part of Taiwan accounts for most of the sales; central part of Taiwan has better performance on $300-599 NTD products. Further cross analysis suggests that popular products change from time to time, dishes preference vary in different areas, and celebrity endorsement preference is also different across areas. In conclusion, we need to develop various dishes and marketing plan based on consumer preferences in different areas.