零售業通路客戶的經營管理策略：以某消費日用品公司為例

Abstract

以往品牌供應商投入大量的人力、物力等資源著重在新產品的研發及廣告宣傳上，以發掘與滿足消費者的需求為宗旨，然而現今台灣的零售業通路業者有大者愈大的傾向，朝大型化、連鎖化及國際化發展，使得品牌供應商必須要把經營的觸角往通路商管理方向拓展。 本文首先回顧台灣零售業的發展，然後對於總體產業環境做概要的介紹；接著再以某跨國消費日用品公司為個案，介紹該個案公司的業務狀況、通路配置及目前所面臨來自於通路端所產生經營上的難題；最後介紹幾項個案公司所採用用來解決這些難題的管理工具及其成果。 本文所介紹的幾項管理工具各有其背後的管理意涵，但卻都不外乎著重於獲利的提升與管理效率的改進，互相搭配能產生管理上的綜效；擁有前瞻的策略及管理工具，只是一個好的起步，能否發揮效益就必須仰賴有效率的執行力，要能夠與客戶有良性的互動及溝通，否則就算有再完備的解決方案也無法幫助企業解決問題。

In the past, Consumer Product Companies put lots of their efforts and resources in product innovation and marketing aiming for fitting consumers’ need. However, the development of modern trade in Taiwan nowadays forces the Consumer Product Companies to extend their focus to trade management. This thesis conducted a review of Taiwan Retail Industry, starting from the introduction of the general industry environment and its development history. Following is the case study of a multinational Consumer Product Company, covering the brief of the sales situation, the channel structures and the challenges in front of the company. Some of the managerial projects/tools are to be introduced and the implementation results will be also shared. We will find that all the tools used have one thing in common. That is to pursue the management efficiency and long-term sustainable growth, in the end the profit. However, the most important is to have good communication/ relationship with their customers and have good implementation capability; otherwise, no matter how excellent the strategy is, it’s no way to solve the problems.