台灣食品製造商通路發展策略研究-以某食品公司為例

Abstract

台灣通路零售業快速發展，通路也隨著時代產生變化。因此企業對於通路的發展及對應的行銷策略。市場無限，企業資源有限，因此要利用在能產生最大利益通路上，本研究利用BCG矩陣方法將通路進行區隔，並利用 SWOT 分析，找出對應的通路發展策略，及五力分析其新通路的競爭性的建議。 研究結果台灣的行動商務的規模及市場性皆具備，因此建議S公司可積極發展電子商務中的自營行動商務通路。

The retail business and channel develop rapidly in recent years, and changes with times in Taiwan. There is business opportunity in e-commerce in channel market. In order to the most effective performance, It is important to react the marketing solutions with limited resource in the market for company. The study objectives are to find out channel marketing strategy and provide compatible value suggestion in a new channel-M commerce by evaluation of market segmentation of BCG Matrix , analysis of SWOT and Porter’s Five Force Model. The research results appear significant business opportunity for mobile commerce and market in Taiwan. Therefor It’s beneficial to develop and prove the own mobile commerce to channel marketing for S company in future.