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博碩士論文 etd-0709121-145438 詳細資訊
Title page for etd-0709121-145438
論文名稱
Title
代理廚房家電用品通路行銷策略之研究
A Study of Agent’s Marketing Strategy of Kitchen Appliances
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
77
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2021-05-28
繳交日期
Date of Submission
2021-08-09
關鍵字
Keywords
小家電、行銷通路、通路策略、市佔率、市場概況
Small home appliances, Marketing channel, Channel strategy, Market share, Market Overview
統計
Statistics
本論文已被瀏覽 213 次,被下載 161
The thesis/dissertation has been browsed 213 times, has been downloaded 161 times.
中文摘要
隨著大陸廚房小家電產品的進入及新的行銷通路的發展,國內代理廚房小
家電廠商如何在其通路因應外部環境變化並發展行銷通路因應策略,並從中找
尋代理廚房小家電的利基點,開啟新的 利潤增長模式,是一個值得研究與探討
的議題。本研究採用個案研究及深度訪談法,以代理廚房小家電個案公司高階
經理主管為研究對象,共計 5 位訪談對象,經由訪談資料分析,獲致以下結論:
一、小家電市場情況:受訪者皆因為了目標客群的不同,針對客群需求引入,
滿足客群需求的產品。符合網絡整合行銷 4I 理論之利益原則與個性原則,
從消費者角度思考,為消費者提供符合其需求 之產品,進而佔領市場。
二、小家電行銷通路策略之轉變:小家電行銷通路由早期傳統實體通路,逐漸
向虛擬通路轉變,增加了通路多樣性,簡化通路階級數目。實體經營的同
時亦通過虛擬通 路拓寬銷售管道。然虛擬通路存在的產品質量、產品特色
與物流過程式控制制亦是需要解決之問題。
三、小家電行銷通路之策略:小家電商均明白行銷通路的重要性,亦採用多元
通路制定行銷策略,實體賣場與網路電銷相結合,依託網路這個平臺,多
元化發展,以佔領市場。
Abstract
With the entry of small kitchen home appliances in mainland China and the development of new marketing channels, it is a topic worthy of study and discussion
for domestic agent small kitchen home appliances manufacturers to develop
marketing channel coping strategies in response to changes in the external
environment, find niche points for small kitc hen home appliances and start a new
profit growth model. In this study, the author adopts case studies and in depth
interviews, and interviews 5 senior ma nagers of agent small kitchen home appliances
case companies as the research objects. Through the anal ysis of interview data, the
following conclusions are obtain obtained:
1. Market situation of small home appliances: Respondents introduced are from the
different target customers to meet the needs of customers. In line with the benefit
principle and personality pr inciple of the 4I theory of network integrated marketing,
from the perspective of consumers, provide consumers with products that meet
their needs, and th en occupy the market.
2. The transformation of the marketing channel strategy of small home appliances:
The marketing channel of small home appliances gradually changes from the early
traditional physical channel to the virtual channel, which increases the d iversity of
channels and simplifies the number of channel classes. Entity management also
broadens sal es channels through virtual channels. However, the product quality,
product characteristics and logistics process control system of virtual channel are
al so problems to be solved.
3. The marketing channel strategy of small home appliances: Small home applia nce
manufacturers all understand the importance of marketing channels, and also adopt
multiple channels to formulate marketing strategies. They combine ph ysical stores
with online sales, and relying on the network platform, carry out diversified
developmen t, so as to occupy the market.
目次 Table of Contents
目 錄
論文審定書i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章
緒論 1
第一節
研究背景與動機 1
第二節
研究目的 3
第三節
研究 範圍與限制 3
第四節
研究流程 4
第二章
文獻探討 6
第一節
廚房家電產業 6
第二節
行銷理論 12
第三節
行銷通路 18
第三章
研究設計與方法 27
第一節
研究 架構 27
第二節
研究方法 28
第三節
訪談設計及對象 30
第四節
研究信度與效度 31
第四章
訪談研究與分析 34
第一節
個案公司行銷策略現況 34
第二節
個案公司網絡行銷策略 38
第三節
個案公司 AIDA 行銷策略 42
第五章
研究結論與建議 47
第一節
研究結論 47
第二節
研究建議 50
參考文獻51
一、中文文獻51
二、英文文獻53
附錄一
訪談提綱 56
附錄二
訪談逐字稿 57
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