實施全面電宰後烏骨雞飼養戶自有品牌經營之個案研究

Abstract

雞肉為飲食中常見肉類之一，而在有色肉雞部分，約占臺灣雞肉消費市場消費量的36%，其中烏骨雞為有色肉雞中較為特殊的雞種，約佔有色肉雞總消費量的3.7%。烏骨雞在為傳統中醫食補觀念中為優良的進補食材，在民眾的心目中有其獨特的地位；由於傳統上烏骨雞的產銷通路較為封閉，且非主流之食用雞種，故而過去對於烏骨雞產業之相關研究文獻極少，但烏骨雞產業之獨特性及行銷潛力，值得深入探討。於2013年5月17日開始強制實施全面電宰後，產業出現劇烈變化，烏骨雞飼養戶若想要在市場上掌握新的競爭優勢，亦必須建立自有品牌，藉著營造品牌形象與競爭者做出區隔，產生附加價值，以提升單位產值。故本文旨在協助個案之飼養戶建立有效的品牌經營行銷模式，期使個案克服目前面臨的挑戰，創造新的利潤，更期望能以個案的成效進一步帶動產業的轉型升級。 本研究首先在研究個案的協助之下，針對烏骨雞之品種特性及產業進行深入的分析與了解，並請研究個案提供銷售數據，以檢視目前產業受全面電宰實行後之衝擊。然後參考國內外眾多行銷學與品牌經營的文獻及參考資料，並根據個案所處之產業特性，擬定一套使個案容易執行並具有修正機制的品牌行銷模型，然後根據此模型給予研究個案在行銷計劃上之實質建議及提出執行上可能遭遇之困難與挑戰。 總結來說，要將烏骨雞成功品牌化除了依靠行銷人員的規畫之外，還要有正確的品牌定位，優良的產品品質，持續改進的行銷計畫，且要重視消費者的意見及需求，最重要的，是要將傳統的價格競爭，轉變成為重視品牌價值的經營方式。

Chicken is one of the common meat in diet, and Colorful Broiler is about 36% of Taiwan’s chicken market share. Among these Colorful Broiler, Silky Fowl is a unique breed which accounting for 3.7% in total consumption of Colorful Broiler. Silky Fowl is an excellent tonic ingredient in concept of traditional Chinese medicine and is unique for masses. Due to Silky Fowl’s production and marketing channels is relatively closed in traditional and it is the non-mainstream breed, there are less research literatures which are relevant to Silky Fowl industry in the past. Actually it is indeed worthy of in-depth research for Silky Fowl industry’s uniqueness and marketing potential. After May 17, 2013 the government enforces comprehensive electric slaughter, the chicken industry changed substantially. If Silky Fowl breeders want to possess the new competitive advantage in the market, they must found their own brands and create brand images to make segmentation from their competitors and to generate added value. In the end, they can enhance per unit of output. Therefore, this article aims to give breeder cases assistance in establishing effective brand marketing mode. Hope the cases to overcome the current challenges and create new profit, and the effectiveness of the cases can be expected to promote the restructuring and upgrading of industry. Under the assistance of the researched cases, this research aims to go deep into analyzing the industry of Silky Fowl. In order to survey the impact of comprehensive electric slaughter, the researched cases would be requested to provide their sales data. Then refer to numerous literature and reference about marketing and brand management materials which are from domestic as well as international. On the other hand, according the characteristics of the case’s industry, to develop a brand management and marketing mode which is easy to implement and make the case with correction mechanism. And then give researched case proposal in marketing plan and bring out possible difficulties and challenges encountered in implementation according to this mode. In conclusion, in order to make Silky Fowl product be branding successfully, in addition to scheme of Marketing Planning personnel, it should also have correct brand position, excellent product quality, continuous improvement of the marketing plan, and pay attention to the consumers’ opinion and requirement. The last but the most important thing is, to bring the traditional price competition transform into operation which is paying much attention to the brand value.