臺灣博碩士論文加值系統

嬰兒奶粉的發展至今已經有100年以上的歷史了，當時的發展動機是因為生活條件較差、母乳乳源不足或有餵哺問題，為了改善嬰兒的營養問題或解決無法餵哺母乳的困擾，於是開始有了調製配方奶粉的構想。近年來，嬰幼兒奶粉產業受到外部環境變動因素影響，歸納其原因有：人口出生率逐年下降，如此一來，同業競爭的壓力就會愈來愈大。政府積極推動母乳哺育，根據統計，嬰兒從出生至6個月有高達68%的比例曾經餵哺母乳，當母乳餵哺率持續攀升，相對而言，嬰兒奶粉的市場就等於多了一個無法競爭的品牌-母乳，這對於配方奶粉的市場需求造成很大的影響。如前所述，當整體嬰幼兒奶粉市場規模受到外在環境的影響而逐漸變小時，各家品牌都會受到衝擊，致使經銷商業績也會受到衝擊。本研究的目的即在對嬰幼兒配方奶粉市場經銷商為研究對象，以SWOT分析及五力分析為基礎，透過專家訪談及德菲法研究法，以X公司的經營管理者並邀請各大嬰幼兒奶粉品牌的中區主管等專家來探討及使用德菲法問卷調查，再經指導教授與口試委員所提供建議，調整問卷內容二個構面分別為（1）SWOT （2）五力分析，共計四十五個項目問題。根據德菲法問卷內容加以分析統計，此研究提供給X公司，經營競爭策略分析參考，期許X公司透過此研究建議加強其優勢，差異化服務更加精進完善，突破更好的經營模式能在嬰幼兒奶粉產業界持繼成長永續經營。

Development of infant formula has been more than 100 years of history. At that time the development of motivation because of poor living conditions, lack of breast milk-derived or feeding problems, in order to improve the nutrition of the baby can not breastfeed or solve problems, Thus began the idea of modulation formula. In recent years, infant formula industry exposed to external environmental factors change, summarized the reasons are: the birth rate declining, in this way, competition will be greater and greater pressure. Government is actively promoting breastfeeding, according to statistics, the infant from birth to 6 months at a ratio of up to 68% have been breast-feeding when breastfeeding rate continues to rise, In contrast, the infant formula market is equivalent to more than a brand can not compete - breast milk, formula milk powder market demand for it caused a great impact. The purpose of this study is that of the infant formula milk powder market dealers as the research object, and five forces analysis SWOT analysis is based on interviews with experts and through the Delphi method research, the company's managers to X and invite This study provides to Company X, competitive strategy analysis business reference, expectations X recommends using this research to strengthen its advantages, differentiated services more sophisticated sound, better breakthrough business model can hold in infant formula industry, following the growth of sustainable development。

誌謝 I
中文摘要 II
Abstract III
總目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 行銷通路文獻 5
第二節 品牌策略與促銷文獻 8
第三節 競爭優勢文獻 12
第三章 研究方法 16
第一節 個案分析方法 16
第四章 研究結果 26
第一節 個案研究簡介 26
第二節 半開放式學者專家訪談資料分析 29
第三節 第一階段德菲法分析 30
第四節 第二次德菲法問卷専家訪問對象 37
第五節 X公司SWOT、五力分析結論 52
第五章 研究結論與建議 54
第一節 結論 54
第二節 建議 56
參考文獻 58
附錄一 第二次德菲法問卷 62
附錄二 第三次德菲法問卷 70

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