中小型食品企業與通路商之關係建立以及消費者對其品牌認知之分析-以中祥食品為例

Abstract

全球化市場的競爭趨勢使食品產業面對發展上的挑戰，國外商品持續推出新品與國內同業競爭的雙重壓力之下，國內食品產業勢必要思考因應的策略才有勝出的機會。中祥食品工業股份有限公司為臺灣本土之中小型休閒食品企業，雖然成立商品遍布臺灣消費市場各大通路，且屬於長期穩定經營之食品老品牌，然而近年來中祥食品的營業額下降與市占率降低等問題逐漸顯現，公司開始反思是否為長期被動的經營模式下所導致的結果。在此動機與目的下，因此進行檢視中祥食品經營策略與模式的運作狀況。透過通路商深度訪談以及消費者市場調查，本研究歸納出三個經營策略之建議，包括加強運用聽覺型之行銷方式以提升品牌知名度、改善及加強與通路商之銷售服務模式並強化使用EPR系統，以及開發符合健康訴求之潛力產品，並改良產品外觀設計以提升產品競爭力。

Food industry is facing an inevitable challenge since the globalization has brought the world’s markets into one big arena. Under the pressure of both domestic and foreign competition, native Taiwanese food enterprises must come up with relevant strategies to win this game. Chung Hsiang Foods Ind. Ltd., a native Taiwanese medium sized confectionary enterprise, has established its reputation long turn steady business management style. However, even though Chung Hsiang’s products have been widely accepted by Taiwanese and can be found in every major FMCG channel, some problems have emerged in the past few years, such as the drop of sales revenue and market share. Chung Hsiang starts to wonder if this result comes from the passive strategy that the company has continuously adopted. Under the circumstances, this research overlooks Chung Hsiang’s current management strategy and business model. The in-depth interview with present distributors and consumer market survey are also conducted to collect information. In conclusion, this research has three major suggestions to Chung Hsiang’s management team. The suggestions consist of increasing the brand awareness via application of auditory marketing strategy, improving customer service and advance utilization of enterprise resource planning (EPR) system, and elevating product capability through development of potential products with health claims and enhance appearance design of products.