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標題: | 快速消費品廠商在台事業經營策略分析-以P G為例 Analysis on the Business Strategy of FMCG Companies in Taiwan: The Case of Procter and Gamble |
作者: | Chi Chang 張褀 |
指導教授: | 林博文(Bou-Wen Lin) |
關鍵字: | 快速消費品產業,波特五力分析,P G,BCG事業策略矩陣,新冠肺炎, FMCG,Porter’s five forces model,P G,BCG matrix,COVID-19, |
出版年 : | 2021 |
學位: | 碩士 |
摘要: | 隨著全球人口成長逐漸趨緩,過去發展迅速的快速消費品(FMCG:Fast Moving Consumer Goods)產業成長不復以往,加上2020年全球各地受到新冠肺炎疫情的影響,消費者對於快速消費品的購買需求與使用習慣也有了顯著的改變。而各家廠商欲在該產業中持續的獲利與成長,如何應對隨時隨地變化的環境與消費者需求,更是任何一間快速消費品廠商都得面臨的重要策略議題。 本研究主要是以快速消費品產業的領導者P G在台灣市場的經營策略為研究主軸,先從五力分析來探討整體產業結構各項作用力與產業獲利條件之間的關係,歸納出過去快速消費品產業的關鍵成功因素,包含全球化品牌與銷售通路的建立、產品的創新與市場的拓展、產銷供應鏈的整合與成本的控制。接著,根據分析P G在台各項事業組合的市場狀況與地位之結果,提出事業經營策略之建議;最後探討P G該如何因應新冠肺炎疫情對台灣快速消費品市場的影響。 在結論中,寶僑的嬰兒護理用品、個人與皮膚保養品與美髮用品事業是於金牛事業,應採取「保持」策略;而織品護理與除毛用品事業屬於明星事業,應採取「發展」策略;最後女性護理用品及口腔護理用品則是屬於瘦狗事業,建議可以針對仍有成長潛力的產品線去發展。同時,寶僑應將經營重點放在虛實通路的整合、數位行銷的發展與靈活的供應鏈設計,以更好的應對隨時變化的產業環境。 With the gradual slowing down of the global population growth, the FMCG industry that developed rapidly in the past has grown no longer. In addition, the impact of COVID-19 virus around the world in 2020, consumer demand and usage habits for FMCG products have also changed significantly. And how to deal with the rapid change in industry environment and consumer demand is an important strategic issue that any FMCG manufacturer must face if they want to continue to profit and grow in the industry. First, this research discusses the relationship between the different characters and the profitability of the industry from the analysis of Porter’s five forces model. Then conclude 3 key success factors in FMCG industry: the establishment of global brands and sales channels, product innovation and market expansion, integration of supply chains and cost control. Next, based on the results of analyzing P G's business portfolios in Taiwan, it proposes business strategy recommendations. Finally, it discusses how P G should respond to the impact of COVID-19 virus in Taiwan market. In the conclusion, Baby Care, Personal and Skin Care, Hair Care business are in the 'Cash Cow' business and should adopt a 'maintenance' strategy; while Fabric Care and Glooming business are 'Stars' business and should adopt a 'development' strategy; Finally, Feminine Care and Oral Care business belong to 'Dogs' business, and it is recommended that they can focus on developing product lines that still have growth potential. At the same time, P G should focus on the integration of virtual and real channels, the development of digital marketing and flexible supply chain design to better cope with the changing industrial environment. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21064 |
DOI: | 10.6342/NTU202100841 |
全文授權: | 未授權 |
顯示於系所單位: | 商學研究所 |
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