國內植物保護與營養產業行銷策略之研究─以N公司個案為例

Abstract

本研究所謂行銷策略是一種規劃而發展出來廠商可以用來影響購買反應的行銷決策。在今天市場導向的時代，誰有能力掌握通路，透過直接優質的服務滿足消費者需求，誰就是市場贏家。有鑑於個案公司將通路由經銷體系成功變革轉型為直銷的供應中心體系後，其對農民整合行銷傳播功能的發揮，影響到其商品銷售成功，業績提升及建立品牌。品牌是企業無形資產，具有財務價值，必須以具體的財務數字來管理品牌，將品牌與顧客滿意度視為可為組織帶來報酬的長期投資，當品牌與顧客滿意下降時，需以短期的行銷投資，創造品牌功能，增補長期的品牌價值，以創造股東報酬。 藉由系統性的市場調查方式，研究瞭解現有農友客戶的品牌認知與滿意度，穩固市場領先，並再深入探討潛在客戶品牌認知，以瞭解潛在使用農友的需求與對N公司品牌的期許，開發擴充銷售表現，建立市場與農友消費資訊，做為品牌優勢持續強化與未來市場策略發展及產品服務開發的參考。在強化品牌優勢的過程中，媒體宣傳，直營通路技術宣導與服務為整合行銷傳播的戰術，因此本研究也直接進行行銷策略規劃的執行與討論。 依據品牌認知與滿意度調查，供應中心的現有客戶對N公司的表現滿意。而在五個主要因素表現其滿意度依平均分數為通路店面、銷售人員及服務、公司形象、產品、行銷與溝通。而在潛在客戶品牌認知調查中所得到的事實以顧客需求而言；農友碰到最大問題還是在產品效果方面，供應中心面臨問題是價格太貴造成潛在農友過去一年不來的主要原因，以便利性而言，一般農藥/肥料店的密度較高，整體而言，農友主要是藉由他人得知品牌資訊，又以店老闆提供的為主要認知來源，農友對最常去的通路都算滿意，價格為農友比較考慮通路的基本條件，單品降價最為農友感到興趣。 最後則建議，供應中心的表現雖然不差，但還有許多進步的空間，新產品的推出可以讓農友對於供應中心的產品品質與藥效更有信心，還可以提供在銷售人員及公司形象的滿意度。但供應中心仍欠缺引起潛在農友考慮購買的誘因與利基認知，整體策略建議為持續產品研發及人方資源強化的投資發展，在廣度的作法上可以進行效益高的媒體曝光，並搭配促銷活動，在深度上則應加強與農友的接觸，並使其核心客戶可以發揮口耳相傳的力量，由連續性的行銷策略規劃，傳遞產品價值，提供加值服務，整合多元的行銷與宣傳，最終達成N公司品牌資產的提升。

This research is based on a theory that marketing strategy is to plan and develop the strategies to use by the manufacturer, and guide the marketing decision. In this market-oriented era, the one who has the ability to set up channel and meets the requirements of consumers through the directly high- quality service is the winner of the market. Since there’s the particular Company which reforms the sales channel from reseller to be the supply center that sells directly to households successfully, the impact on integrated marketing communication for farmers affects its successes in their merchandise sales, raising the sale performance, and promoting the brand name. The brand is the intangible assets of the enterprise. It provides with the financial value, and must be managed in a specific financial figure, regarding the brand and customer satisfaction as the long- term investment that should bring the remuneration for the organization. When the brand and customer satisfaction is diminished, regarding it as short-term marketing investment. However, it is necessary to create the function of the brand, and augment the long-term value of the brand in order to create the remuneration for the shareholders. By the systemic market research to study the brand cognition and satisfaction of the existing peasant customers, and stabilize the leading position of the market, then probe into the potential customer brand cognition , in order to understand the potential customers’ demand, the prospect of N Company, the expanding of the sell performance. To set up the market and peasant consumption information, so it can be the reference of the brand superiority strengthens continually, the future market strategy development and the product service exploitation. In the process of the strengthened brand superiority, the media propagandizes, and direct marketing technology guidance and service are tactics for integrated marketing communication. Therefore, this research also carries on the execution and the discussion of marketing strategy planning. Based on brand cognition and degree of satisfaction investigation, the existing customers are satisfied with the performance of N Corporation's supply center. And in five main performance factors’ degree of satisfaction are the channels of the distributor, sales person and the service, the corporate image, the product, the marketing and the communication. However, in the investigation of the potential customer brand cognition discovered the truth that meet the customer’s demand; the greatest problem of the peasants is the effect of the product. The problem of the supply centers is the price is too high. The primary cause which potential peasant customers did not come during the past year: such as convenience. The density of general agricultural pesticide/fertilizer shops’ potential peasant customers is high, considered as a whole, the agricultural peasants mainly learnt brand information from others, it was main cognitive source that offered with the shop owners. The agricultural peasants are satisfied with the most frequently channels, the comparison of price is the major and the basic concern for peasants, the single product reduction interest the peasant the most. To propose finally, the performance of the supply center is not too bad, but there is still a lot of space of progress. The new product promotes not only may let the agricultural peasants have the confidence regarding the product’s quality and the pesticides efficacy of the supply center, but may also provide in the degree of satisfaction of sales people and the corporate image. But how to make the potential peasant customers to consider the purchase and the tally company cognition is still the one thing the supply center short of. The whole tactic proposals are the developments of keeping researching products and investment of strengthening the human resources. In the breadth way, may carry on the great benefits of the media exposure then go along with the sale promotion. In the way of profundity, should strengthen the contact with the agricultural peasants to have the core customers bring the influence by word-of-mouth. To convey the value of the product, offer the add value service; combine multiple choice of marketing and propaganda through the continuous plans of the marketing tactics, in order to reach the improvement of N Company’s brand assets finally.