臺灣博碩士論文加值系統

臺灣菸酒股份有限公司自專賣時期百多年來受制度的保護，疏於通路管理與品牌塑造，致在面對市場全面開放後，產品市佔率節節下滑之窘境，至2012年各知名品牌香菸在國內市場銷售佔有率，互有消長。而其中尤以「傑太日煙國際公司」之市場策略最為成功，該公司以深耕通路服務的經營模式，讓零售業者對其充分信任，藉此強化品牌，並直接有效的創造品牌產品的消費忠誠度，短短幾年間其市佔率便已超越本土品牌臺灣菸酒股份有限公司，躍居臺灣香菸市場佔有率第一名。本研究採用質性研究方法，依據尼爾森行銷研究顧問股份有限公司2011及2012臺灣菸品市場各品牌於各類型通路銷售之市場佔有率數據進行研究分析，透過各知名品牌香菸歷年來在國內對通路的服務經營，與品牌的建立等相關行銷策略進行探討，並透過菸品製造商及販售通路業者等業界精英進行焦點訪談，輔以學者專家的論述，作成結論與建議希望有助於臺灣菸酒股份有限公司對菸品市場通路經營與品牌塑造做出具體貢獻希望有助其進行企業再造，並永續經營。

Due to the protected monopoly and neglect of channel management and brand building, the products’ market share of Taiwan Tobacco and Liquor (TTL) Corporation has been declined substantially after the full liberalization of the market. By the year of 2012, Japan Tobacco International has replaced TTL Corporation as the first place in Taiwan’s cigarette market with the most successful marketing strategy by deep plowing channel services to eventually creating brand loyalty. This study uses qualitative research methods based on the reports on 2011 and 2012 of Taiwan’s tobacco products market by Nielsen Company to analyze all types of channel sales data and branding building strategies. Through the focus groups from tobacco manufacturers and retailers along with the discussions by scholars and experts, some conclusions and recommendations are made for Taiwan Tobacco and Liquor Corporation to strengthen its tobacco products market channel management and brand building for substantial growth.

目 錄 頁次
謝 誌 I
中文摘要 II
英文摘要 III
目錄 IV
表目錄 V
圖目錄 VI
本文 1
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究架構 3
第二章 文獻回顧 4
第一節 吸菸行為的養成與品牌接受的關聯性 4
第二節 通路經營與品牌權益的關聯性 4
第三節 品牌權益與消費者忠誠度的關聯性 8
第三章 研究方法 12
第一節 研究架構 12
第二節 研究方法 12
第四章 國內各知名品牌香菸產品分析 15
第一節 臺灣香菸市場零售通路的演化 15
第二節 專賣條例廢止前後各品牌菸商在臺灣香菸零售市場的經營模式 17
第三節 零售通路對香菸品牌建立與消費者產品忠誠度培養的影響力 23
第四節 現階段各品牌菸品市場佔有率與於各類型通路之銷量情形 27
第五章 結論與建議 32
參考文獻 34
受訪者 39





表 目 錄
頁次
表4.1 TTL尊爵及長壽系列在2011-2012銷量統計表.................................19
表4.2 台灣地區2011-2012年香菸品牌銷量表............................................28
表4.3 台灣地區2012年香菸品牌與通路分析表.........................................29
圖 目 錄
頁次
圖4.1 TTL尊爵及長壽系列在2011-2012銷量統計圖.................................18
圖4.2 TTL通路組織........................................................................................24
圖4.3進口菸商通路組織.................................................................................25
圖4.4 台灣地區2011-2012年香菸品牌銷量分析圖....................................28
圖4.5 2012年台灣地區香菸品牌市佔率分析...............................................28
圖4.6 台灣地區2012年香菸品牌與通路分析圖.........................................29

一、中文部分
1.中華信用評等公司，2006，台灣菸酒公司評等報告，中華信用評等公司。
2.王慰祖，2008，前田四郎治帶領傑太日煙深耕菸品市場，2008年12月11日經濟日報。http://edn.udn.com/article/view.jsp?aid=66465&;cid=14。
3.至尊高官市場研究公司，2002，產品市場調查及行銷研究報告書，台灣省菸酒公賣局。
4.林誠、徐淑珠，2010，「通路權力與通路氣候對夥伴關係影響合作績效之研究—以某醫藥公司之研究」，健康管理學刊，8(2)，121-135。
5.尚榮安，2001，個案研究(Yin, R., 1994, Case Study)，台北：弘智文化。
6.柯惠玲，2003，台灣地區香菸消費者個人特質、產品認知及品牌偏好與顧客權益關聯性之研究，國立高雄第一科技大學行銷與流通管理系研究所碩士論文。
7.洪佩幸，2007，吸菸消費者行為之研究—焦點團體之應用，東海大學工業工程與經營資訊研究所碩士論文。
8.胡育華，2001，行銷通路權力、通路氣候與團結合作之研究—台灣PDA 產業實證，國立高雄第一科技大學行銷與流通管理系碩士論文。
9.孫維隆，1998，臺灣省菸酒公賣局之公賣利益，逢甲大學經營管理學系碩士在職專班碩士論文。
10.郭良文，2004，解讀菸商的媒體行銷手段，2004年6月7日自由時報。http://www.libertytimes.com.tw/2004/new/jun/7/today-o5.htm。
11.陳向明，2002，社會科學質的研究，台北市：五南圖書。
12.陳建成、張維志 ，2010，「品牌形象與購買意圖關係之研究－以促銷活動爲中介變項」，International Journal of LISREL, 3(1), 1-17。
13.陳澤義、葉香麟 ，2007，品牌形象、品牌關係與知覺品質關係之研究―以美白品牌化妝品為例，東吳經濟商學學報，58，1-30。
14.許英傑，2006，流通經營管理，第三版，台北：新陸書局。
15.許英傑，2007，創業精神、創業機會與零售業態創新：以燦坤3C連鎖店為例，創業管理研究，2(1)，165-196。
16.博群行銷研究顧問公司，2002，2001年香菸市場研究報告書，台灣省菸酒公賣局。
17.楊清德，2009，菸品陳列對於菸商策略意涵之個案研究，國立臺科技大學管理研究所碩士論文。
18.鄭鎧鏑，2010，通路型態、品牌權益、通路權力與通路績效之研究－體育用品產業實證，國立交通大學經營管理研究所碩士論文。
19.潘淑滿，2004，質性研究：理論與應用，台北：心理。
20.羅翊婷，2008 ，台灣療院所品牌形象、品牌權益與顧客回應，中華大學經營管理研究所碩士論文。

二、英文部分：
1.Aaker, D. A. and Keller, K. L., 1990, Consumer evaluations of brand extensions, Journal of Marketing, 54(1), 27-41.
2.Aaker, D. A., 1991, Managing Brand Equity, New York: Free Press.
3.Aaker, D. A., 1996, Measuring brand equity across product markets, California Management Review, 38(3), 102-120.
4.Abdullah, M., A1-Nasser, A. D., and Husain, N., 2000, Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy, Total Quality Management &; Business Excellence, 11(4/5&;6), 826-829.
5.Anderson, E. and Coughlan, A. T., 1987, International market entry and expansion via independent or integrated channels of distribution, Journal of Marketing, 51(1), 71-82.
6.Anderson, E. and Weitz, B., 1992, The use of pledges to build and sustain commitment in distribution channels, Journal of Marketing Research, 29(1), 18-34
7.Benman, B. and Evans, J. R., 1995, A Strategic Approach: Retail Management (6th ed.), New Jersey: Prentice-Hall.
8.Biel, L. A., 1992, How brand image drives brand equity, Journal of Advertising Research, 32(6), 6-12.
9.Bowersox, D. J., 1990, The strategic benefits of logistics alliances, Harvard Business Review, 90(4), 36-45.
10.Bucklin, L. P., 1996, A Theory of Distribution Channel Structure, Berkeley, CA: IBER Special Publications.
11.Chang, S. H., Lee, I., Wang, H. H., and Chiou, C. J., 2009, Family caregivers' viewpoints towards quality of long-term care services for community-dwelling elders in Taiwan, Health and Social Care in the Community, 17(3), 312-320.
12.Cho, W. H., Lee, H., Kim, C., Lee, S., and Choi, K. S., 2004, The impact of visit frequency on the relationship between service quality and outpatient satisfaction: a South Korean study, Health Services Research, 39(1), 13-33.
13.Cobb-Walgren, C. J., Ruble, C. A., and Grewal, D., 1995, Brand equity, brand preference, and purchase intent, Journal of Advertising, 24(3), 25-40.
14.Cox, R. and Schutte, T. F., 1969, A look at channel management, P. R. McDonald (ed.), Marketing Involvement in Society and the Economy, Chicago: American Marketing Association.
15.Curhan, R. C., 1972, The relationship between shelf space and unit sales in supermarkets, Journal of Marketing Research, 9(4), 406-412.
16.Dobni, D. and Zinkhan, G. M., 1990, In search of brand image: a foundation analysis, Advances in Consumer Research, 17, 110-119.
17.Duncan, T. and Caywood, C., 1996, The Concept, Process, and Evolution of Integrated Marketing Communication, In: E. Thorson and J. Moore (eds), Integrated Communication: Synergy of Persuasive Voices, Mahwah N. J: Lawrence Erlbaum Associates.
18.Farquhar, P. H., 1990, Managing brand equity, Journal of Advertising Research, 30(4), 7-12.
19.Folwell, R. J. and Moberg, D. A., 1993, Factors in retail shelf management impacting wine sales, Agribusiness, 9(6), 595-603.
20.Fredericks, J. O. and Slater, J. M., 1998, What does your customer really want? Quality Progress, 31(1), 63-65.
21.French , J. R. P. and Raven, B. H., 1959, The base of social power, D. Cartwright (ed.), Studies in Social Power, Ann Arbor, Michigan: University of Michigan Press, 259-269.
22.Grewal, D., Krishnan, R., Baker, J., and Borin, N., 1998, The effect of store name, brand name, and price discounts on consumers’ evaluations and purchase intentions, Journal of Retailing, 74(3), 331-352.
23.Hoyer, W. D. and Brown, S. P., 1990, Effects of brand awareness on choice for a common，repeat-purchase product, Journal of Consumer Research, 17(2), 141-148.
24.Jenni, R. and Byron, S., 2003, Measuring brand perceptions: testing quantity and quality, Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 218-229.
25.Keller, K. L., 1993, Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
26.Kwon, S., Oh, H., Kurokami, H., and Kaziki, K., 2010, A study of a scaffolding support strategy for effective global interactive learning: global interactive learning practice between Japanese children and Korean adults, International Journal for Educational Media and Technology, 4(1), 88-96.
27.Kotler, P., 1994, Marketing Management: Analysis, Planning, Implementing and Control (8th ed.), New York: Prentice-Hall.
28.Kotler, P. and Gertner, D., 2002, Country as brand, product, and beyond: a place marketing and brand management perspective, Journal of Brand Management, 9(4/5), 249-261.
29.Lassar, W., Mittal, B., and Shanna, A., 1995, Measuring customer-based brand equity, Journal of Consumer Marketing, 12(1), 215-224.
30.Lewit, E. M., Coate, D., and Grossman, M., 1981, The effects of government regulations on teenage smoking, Journal of Law and Economics, 24(3), 545-569.
31.Lusch, R. F., 1976, Sources of power: their impact on intrachannel conf1ict, Journal of Marketing Research, 13(4), 382-390
32.Martineau, P., 1958, The personality of retail store, Harvard Business Review, 36(1), 47-55.
33.Mohr, J. and Spekman, R., 1994, Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques, Strategic Management Journal, 15(2), 135-152.
34.Montgomery, D. B. and Urban, G., 1969, Management Science in Marketing, Englewood Cliffs, New Jersey: Prentice-Hall.
35.Morgan, R. M. and Hunt, S. D., 1994, The commitment-trust theory of relationship marketing, Journal 0f Marketing, 58(3), 20-38.
36.Nielsen Company, 2012, Key Variants Performance Summary (Dec. 2012), Nielsen Company.
37.Park, C. W., Jaworski, B. J., and Maclnnis, D. J., 1986, Strategic brand concept-image management, Journal of Marketing, 50(4), 135-145.
38.Raven, B. H. and Kruglanski, A. W., 1970, Conflict and Power, New York: Academic Press.
39.Samiee, S., 1994, Consumer evaluation of products in a global market, Journal of International Business Studies, 25(3), 579-604.
40.Shocker, A. D., Srivastava, R. K., and Ruekert, R. W. (1994). Challenges and opportunities facing brand management: an introduction to the special issue. Journal of Marketing Research, 31(2), 149-158.
41.Stern, L. W. and El-Ansary, A. I., 1992, Marketing Channel (4th ed.), Englewood Cliffs, New Jersey: Prentice-Hall.
42.Stern, L. W., El-Ansary, A. I., and Coughlan, A., 1996, Marketing Channels, 5th ed., Englewood Cliffs, NJ: Prentice-Hall.
43.Strauss, A. and Corbin, J., 1990, Basics of Qualitative Research – Grounded Theory Procedures and Techniques, Sage Publications.
44.Wood, L. M., 2004, Dimensions of brand purchasing behavior: consumer in the18-24 age group, Journal of Consumer Behavior, 4(1), 9-24.

三、網路文獻：
1.行政院衛生署國民健康局，2006，菸品消費資料調查分析暨資料庫建置計畫：http://tobacco.bhp.doh.gov.tw:8080/modules.php?name=Content&;pa=showpage&;pid=11。
2.World Health Organization Regional Office for The Western Pacific, 2002, Factsheet: Smoking statistics, http://www.wpro.who.int/media_centre/fact_sheets/fs_20020528.htm。