臺灣博碩士論文加值系統

菸草業者面對外在經營環境日趨嚴峻，傳統的行銷組合無法有效發揮作用，菸商只好仰賴業務員與經銷商建立良好的關係，並賦予銷售額業績壓力，促使努力經營銷售區域上零售點的管理(實務上稱為轄區市場)，強化菸品在零售點之門市商品陳列及組合，以有效執行品牌策略，吸引消費者購買，進而建立績效產生獲利。面對菸商受限於外在環境所產生之行銷作法特殊性，如何有效利用有限的人力、財力、物力與時間等資源，整合通路以連結品牌策略，調整品牌組合，產生績效正是菸商永續經營不可或缺的關鍵因素。為此，本研究採用資料包絡分析法（Data Envelopment Analysis,DEA），以個案公司桃園地區業務員所轄銷售區域做為評估對象，進行業務員銷售區域經營績效評估。針對個案公司進一步探討品牌策略、通路策略、經營績效三者之關係。

The macro-environment of the tobacco industry increasingly facing the difficult business environment, the distribution of traditional marketing channel could not be effective working, The tobacco companies had to rely on its distributer to establish a good relationship with their dealers and ask for sales performance, prompting efforts to operate retail outlets that planning, selling area management (practice known as market share areas), strengthening of tobacco products in retail outlets, merchandising outlets portfolio to the gain the implementation of brand strategy to attract consumers to buy, thereby establishing performance for generating a profit. To facing of external environmental tobacco companies with the limited marketing practices, how to use the limited human effectively, financial and material resources with other resources, the marketing integration path to link the brand strategy, brand portfolio adjustments, resulting in performance is the tobacco companies sustainable management indispensable key factor.
Therefore, this research using Data Envelopment Analysis (Data Envelopment Analysis, DEA), A Case study survey the Taoyuan area under the jurisdiction of regional sales clerk as a Regional sales clerk. For further investigate and analysis the case company’s brand strategy, channel strategy, business performance with the three relationships.

中文摘要... i
ABSTRACT... ii
誌謝... iv
目錄... v
表目錄... vii
圖目錄... viii
第壹章 緒論... 1
第一節 研究背景與動機... 1
第二節 研究問題與目的... 2
第三節 研究架構... 3
第四節 研究流程... 5
第五節 論文架構... 6
第貳章 文獻探討... 7
第一節 菸品產業分析... 7
第二節 績效評估... 11
第三節 品牌策略... 14
第四節 通路策略... 24
第三章 研究方法與設計... 30
第一節 資料包絡分析法介紹與限制... 30
第二節 資料包絡分析法使用程序... 33
第三節 個案研究法 ...41
第四章 實證分析... 46
第一節 個案公司介紹... 46
第二節 業務員銷售區域經營績效評估與分析... 47
第三節 品牌策略、通路策略及業務員銷售區域經營績效三者關係與命題... 59
第伍章 結論與建議... 64
第一節 研究結論與管理意涵... 64
第二節 後續研究與建議... 65
參考文獻 ...66

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