品牌內競爭與連鎖通路力量對洗髮精供應商通路行銷策略之影響

Abstract

本研究探討品牌內競爭與連鎖通路力量對於洗髮精供應商通路行銷策略之影響。品牌內競爭考慮洗髮精供應商的產品線延伸、以及所合作的通路商之間的競爭等因素；連鎖通路力量則以洗髮精供應商所認知的連鎖零售商的通路品牌、連鎖通路商的通路權力為考量因素。並加以評估洗髮精供應商與連鎖通路合作進行的通路行銷策略，對於洗髮精供應商的影響效果。 研究結果依據深度訪談四家洗髮精供應商，以及19家洗髮精供應商實證資料，顯示在品牌內競爭方面，多元發展產品線可滿足不同通路型態的消費者需求，並使供應商可以提供多樣特別促銷活動；洗髮精供應商若能提供各型通路商不同的優惠與資源，以減少不同通路系統之間的價格競爭，或是提供不同的產品包裝，以減少同一通路系統中各通路成員的價格競爭，都能盡量減少通路間競爭帶來的負面效果。 在連鎖通路力量方面，連鎖通路品牌的發展對於洗髮精供應商通路行銷策略的影響不大；連鎖通路商分店展場獨特性高，可吸引目標客群；連鎖通路商知名度與可信賴度高，可增加來客數與洗髮精供應商產品的曝光量；連鎖通路商與洗髮精供應商策略吻合度愈高，通路促銷活動的合作頻率會增加。

The research investigates the influence of intrabrand competition and distributors’ power on the trade marketing strategy of shampoo suppliers. There are many factors in intrabrand competition such as the expansion of product lines and co-work distributors. The distributors’ power includes the channel brand and power. The research goes a step further to analyze the trade marketing strategy between shampoo suppliers and distributors. The research result is based on the interview of four shampoo suppliers and the marketing questionnaire data of 19 shampoo suppliers. The result reveals that in the aspect of intrabrand competition, diverse developing product lines can satisfy different consumers’ demand in different channels and let suppliers be able to supply more kinds of promotions. In order to decline the bad effect from inter-channel competition, shampoo suppliers should provide different preferences, product packaging and resources to each distributor. This way can decrease the price competition among different channel systems or members in the same distributing system. In the aspect of distributors’ power, the development of channel brand influences less on the trade marketing strategy of shampoo suppliers. But when the uniqueness of distributors’ stores is high, it can attract the target customers. When the famous and trusty of distributors are high, it can also increase the amount of coming customers and exposure of its products. The research result also indicates that the co-work frequency of trade marketing promotions will increase when the strategy correspondence between distributors and shampoo suppliers is higher.