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研究生:蕭宇芹
研究生(外文):Hsiao,Wuchin
論文名稱:新產品上市之品牌策略-以台灣農產品進入大陸市場為例
論文名稱(外文):The Brand Strategy for New Product Launch-A Case Study of Taiwan's Agricultural Products in China
指導教授:王學銘王學銘引用關係
指導教授(外文):Wang ,Hsiomin
口試委員:王學銘唐啟發封德台陳欽雨
口試委員(外文):Wang ,HsiominRobert ThengFeng,TetaiChen,Chinyu
口試日期:2011-06-20
學位類別:碩士
校院名稱:大葉大學
系所名稱:企業管理學系碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:82
中文關鍵詞:新產品上市品牌策略台灣農產品大陸市場
外文關鍵詞:New Product LaunchBrand StratrgyTaiwan's Agricultural ProductsChina Market
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本研究探討臺灣農特產品品牌廠商在大陸地區的新產品上市策略及進出口流程對其所採取的品牌行銷之影響,。回顧過去品牌行銷策略的文獻後,採取行銷組合、目標行銷與品牌定位等做為品牌行銷策略的構面,進行大陸地區品牌行銷策略類型的分群。藉由問卷調查法,本研究共蒐集了114家在大陸地區進行品牌行銷的臺灣農特產品廠商的資料進行分析,得到下列結論:
一、在主要市場區隔、目標市場選擇上多位於沿海城市,沿海城市居民消費水準較高,較消費的起台灣所生產的農特產品;在品牌定位策略上發現廠商定位注重滿足消費者需求;在產品策略上,大多擁有二至三種產品,以自有品牌、加工食品、品質優異為主要訴求;在通路策略上,多半是強調銷售便利性以及配送便利性,並且由適合的通路商來進行配銷活動;在推廣策略上利用電子媒體及平面媒體來進行推廣活動,並且在門市銷售的人員也須具備有專業產品知識、並且藉由贊助活動來打響知名度;在價格策略方面台灣農特產品是屬於高單價的產品。
二、進出口流程對新產品上市與行銷組合間的關係
(一)在台灣出口方面廠商對於檢疫、報價單問題及政府各相關出口證明及規定認為這些問題會降低出口的意願;但在ECFA後因免稅商品品項增加,增加廠商出口的意願。
(二)在大陸進口方面較多廠商因大陸規定的食品標籤法規定而無法順利出口,加上相關單位的刁難,且因食品有保存年限的問題使得台灣廠商降低出口意願;但台灣CAS優良食品標章在大陸獲得認可,吸引相關廠商出口大陸之意願。

In this study, the brand manufacturers of Taiwan agricultural products in the mainland's import and export of new products to market strategies and processes have taken their brand marketing of the impact. Brand marketing strategy over the past literature, the take marketing mix, target marketing and brand positioning as a brand marketing strategy dimensions, brand marketing strategy for the mainland type grouping. By questionnaire, this study collected a total of 114 brand sales in the mainland of Taiwan agricultural products manufacturers data analysis, the following conclusions:
First, in the main market segmentation, target market selection and more in the coastal cities, coastal urban residents consumption level higher than the consumption of produce from Taiwan's agricultural products; found in the brand positioning strategy, positioning companies to meet consumer demand attention ; in product strategy, usually have two to three kinds of products to its own brand, processed food, excellent quality as the main aspirations; in the channel strategy, most of the emphasis on selling convenience and ease of distribution, and by the appropriate distributor to the distribution activities; promotion strategy in the use of electronic media and print media for promotion, and store sales personnel should have a professional product knowledge, and by sponsoring activities to establish reputation; in particular Taiwan's agricultural pricing strategy products are high-priced products.
Second, import and export processes for new products to market and the relationship between marketing mix
(1) manufacturers in Taiwan for export quarantine, quotations issues and government regulations related to export certification and that these problems will reduce exports will; but later in the ECFA items for duty-free goods to increase, exports will increase the company.
(2) more companies in the mainland because the mainland imports of food labeling law provisions can not be successfully exported, together with relevant units of difficulties, and have saved lives because of the food problem will make Taiwan's manufacturers to reduce exports; but good food in Taiwan CAS mark recognized in mainland China, to attract the firms will export to the mainland.


目錄
中文摘要------------------------------------------------------------------iii
英文摘要------------------------------------------------------------------iv
誌謝-----------------------------------------------------------------------v
第一章 緒論
第一節 研究背景與研究動機------------------------- 01
第二節 研究範圍與目的------------------------------- 02
第三節 研究流程---------------------------------------- 03
第二章 文獻探討
第一節 新產品定義、類別-----------------------------05
第二節 新產品上市策略--------------------------------07
第三節 影響新產品上市策略之因素-----------------10
第四節 品牌行銷策略- ---------------------------------11
第五節 CAS與生產履歷書-----------------------------21
第六節 台灣農產品現況及大陸農產品供銷現況--23
第七節 農產品上市及行銷策略-----------------------29
第八節 小結-----------------------------------------------38
第三章 研究方法
第一節 研究架構-----------------------------------------39
第二節 研究假設-----------------------------------------40
第三節 研究變項之操作型定義-----------------------40
第四節 問卷設計-----------------------------------------45
第四章 研究方法
第一節 樣本結構分析-----------------------------------49
第二節 信、效度分析-----------------------------------56
第三節 相關分析-----------------------------------------57
第四節 迴歸分析-----------------------------------------58
第五節 假設檢定結果-----------------------------------65
第五章 研究結論與建議
第一節 研究結論-----------------------------------------66
第二節 研究限制與未來研究之建議-----------------69
參考文獻 --------------------------------------------------------------- 70
附錄一 ------------------------------------------------------------------ 77
圖目錄
圖2-1研究流程圖.........................................................................04
圖2-1 新產品分類方式市場v.s 技術嶄新度.............................07
圖2-2 風險與控制權之關係...................................................15
圖2-3 食品輸入至大陸流程...................................................25
圖2-4目標市場評估與選擇 ..................................................34
圖2-5 產品/溝通的五種組合策略..........................................35
圖2-6農產品國際行銷整體通路結構....................................36
圖3-1研究架構圖....................................................................39



表目錄
表2-1 新產品分類......................................................................06
表2-2 產品/市場擴展方格.........................................................32
表3-1 自變數之觀念性定義、操作性定義及參考文獻.........41
表3-2 干擾變數之觀念性定義、操作性定義及參考文獻....42
表3-3 因變數之觀念性定義、操作性定義及參考文獻.........42
表3-4問卷回收情形....................................................................41
表4-1 店家成立年份..................................................................49
表4-2 店家所販賣之農特產品種類..........................................50
表4-3 店家之內外銷比率..........................................................50
表4-4 內銷主要供應對象..........................................................51
表4-5 內銷銷售年營業額..........................................................52
表4-6 店家外銷至大陸意願......................................................52
表4-7 店家外銷大陸主要供應對象..........................................53
表4-8 出貨至大陸所佔外銷比率..............................................53
表4-9 外銷大陸每年銷售營業額..............................................54
表4-10 取貨收款方式................................................................55
表4-11 大陸價格決定方式........................................................55
表4-12 報關方式........................................................................56
表4-13 信度分析........................................................................56
表4-14 相關分析表....................................................................57
表4-15 新產品上市對市場區隔之迴歸分析摘要表...............59
表4-16 新產品上市對目標市場選擇之迴歸分析摘要表......59
表4-17 新產品上市對品牌定位策略之迴歸分析摘要表......60
表4-18 新產品上市對產品策略之迴歸分析摘要表..............61
表4-19 新產品上市對通路策略之迴歸分析摘要表..............61
表4-20 新產品上市對推廣策略之迴歸分析摘要表..............62
表4-21 新產品上市對價格策略之迴歸分析摘要表..............63
表4-22 台灣出口流程對新產品上市策略對行銷組合
之迴歸分析摘要表.....................................................................63
表4-23大陸進口流程對新產品上市策略對行銷組合
之迴歸分析摘要表.....................................................................64
4-24 假設檢定結果彙整表........................................................65

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