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研究生:謝介民
研究生(外文):Jieh-Ming Shieh
論文名稱:保健食品在國際行銷通路之研究─以「國際引藻公司」為例
論文名稱(外文):A Study on International Marketing Channel of Cryptomonadales Foods- Take International Cryptomonadales Biotechnology Co., Ltd. for an Example
指導教授:莊銘國莊銘國引用關係
指導教授(外文):Ming-Kuo Chuang
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:85
中文關鍵詞:國際通路結構保健食品國際行銷
外文關鍵詞:International Channel StructureCryptomonadalesInternational Market
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過去關於通路結構的研究,多針對通路成員之間的分工角度進行探討,亦即探討通路結構對於通路權力、氣氛、衝突及合作的影響,或者探討行銷通路與企業整體績效的關聯。而以通路流通的角度,探討同一家企業在不同地區有關通路結構上的差異,便較少著墨。因此,本研究藉由國際引藻公司為研究對象,探討其在國際行銷通路的通路結構設計及其演變。
國際引藻公司通路結構設計,將傳統的許多中間的配銷商去除,同時經由傳直銷體系的建立,使消費者同時也具有行銷者的角色。而經銷商的通路結構策略,則依區域性與消費者消費習慣的不同而有所差異。歐美與紐澳地區,其消費者消費習慣傾向大型連鎖零售類之通路,而東南亞與韓國則是傾向網絡式的行銷通路。雖然各地之通路結構設計皆只採用一階通路模式,但為因應各區域的消費習慣不同,國際引藻公司則以放任式策略,委由經銷商全權依各區域特性自行擬定通路經營策略。而其經銷商的角色更從純供貨轉為合作夥伴,也就是還必須能協助國際引藻公司降低成本,才能擁有經銷權。而且以往由經銷商自行處理運銷流程、自行負擔成本,以減少國際引藻公司在這方面的支出與風險。
About the research of the thorough channel structure, carry on the discussion to the division of labor angle between thorough channel members mainly, probe into the influence on the power, atmosphere, conflict and cooperation in the thorough channel of the structure of thorough channel, or probe into the relation on sale throughout the thorough channel and enterprise's whole performance. And the angle circulating with the thorough channel, it is less in difference about structure of thorough channel of different areas to probe into the same enterprise. So, this research is a research object with a Company, probe into the thorough channel structural design that world is on sale throughout the thorough channel and develop. The a Company structural design of thorough channel, worthy of selling trader's redesigning, at the same time via spreading the setting-up that is sold directly to households, make the role with marketing person at the same time of consumers. And the distributor's structure tactics of thorough channel, depend on regionally and different from consumer's consumption habit and different to some extent. Europe, America, New Zealand and Australian area, consumer its consumption habit inclined to large-scale chain thorough channel of person who retail, but between Southeast Asia and Korea to inclined to marketing thorough channel of network type. Though the thorough channel structural design of all parts all adopt the same way, but in order to answer consumption habits of every area are different, the committee is drafted the management tactics in the thorough channel by oneself in accordance with every regional characteristic with full authority by the distributor. And its distributor's role transfers from supplying even more to a cooperative partner help a Company to lower costs. And the distributor dealt with the transportation and sales procedure by oneself in the past, afforded the cost by oneself, in order to reduce the expenditure and risk of a Company.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的與研究問題.......... 5
  第三節  研究方法與步驟............ 7
第二章  文獻探討................. 9
  第一節  行銷通路之定義與功能......... 9
  第二節  通路結構之定義與類型......... 13
  第三節  物流、金流及資訊流之定義....... 19
  第四節  國際行銷通路結構........... 21
  第五節  國際行銷通路的選擇.......... 24
第六節 本章小結............... 37
第三章  研究方法與設計.............. 40
  第一節  研究分析架構............. 40
  第二節  研究方法............... 41
  第三節  研究設計............... 42
第四章 個案實證分析............... 46
第一節 個案介紹............... 46
第二節 產品效益與製程流程.......... 49
第三節 通路結構分析............. 54
第四節 通路流通分析............. 57
第五節 通路選擇分析............. 60
第六節 國際通路架構分析........... 63
第五章 結論與建議................ 68
第一節 結論................. 68
第二節 研究建議............... 71
第三節 研究限制與後續研究建議........ 72
參考文獻...................... 75
附錄一 訪談大綱.................. 84
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