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研究生:陳玉麗
研究生(外文):Chen Yu Li
論文名稱:鳳月堂產品配銷通路之研究
論文名稱(外文):A Study of Fonyuetan Product Distribution Channel
指導教授:陳國嘉陳國嘉引用關係
指導教授(外文):Chen Kuo Chia
口試委員:方顯光陳國嘉李丁文
口試委員(外文):Fang Hsien KuangChen Kuo ChiaLi Ting Wen
口試日期:2013-12-12
學位類別:碩士
校院名稱:開南大學
系所名稱:商學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:50
中文關鍵詞:鳳月堂配銷通路配銷通路策略
外文關鍵詞:FonyuetanDistribution ChannelDistribution Channel Strategy
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本研究主要探討台灣鳳月堂企業最適當的產品配送通路策略及產品配送管理制度。本研究採用個案研究進行實證分析,並據以協助台灣鳳月堂企業導入創新的配銷通路策略。
透過文獻探討與實證分析,本研究結論有:在企業不同的營運規模下採取不同的配銷通路策略;在企業不同發展階段採取不同的配銷通路方式;及企業在訂定配銷通路策略時,最重視市場特性構面。
依據研究結論,提出建議如下:鳳月堂在目前營運階段,其產品配送通路策略可以採取拉式策略;鳳月堂採取連鎖加盟經營模式時,其產品配送通路策略可以採取推式策略;目前鳳月堂因為顧客特性不同,可以採取「零階通路」與「一階通路」等方式;鳳月堂在目前營運階段,產品配送通路方式可以採取相互依賴控制類型;鳳月堂建置「產品配送中心」時,可以採取「垂直配銷通路中心」;及鳳月堂發展連鎖加盟經營模式的初期,可以先利用「第三方配送中心」。

This study explores the most appropriate product distribution strategy and management of Fonyuetan. This study adopts the case study with Fonyuetan, and discussion distribution channel strategy.
After empirical analysis, we have the following conclusions: In different business operating scale, Fonyutan may adopt different product channel strategies; in Fonyutan different development stage may adopt different product channels; and construct a product distribution channel strategy, Fonyutan may emphasize market characteristics strategy dimension.
Based on the conclusions, we have the following suggestions: The firm that should adopt pull strategy as product distribution channel strategy; push strategy should be adopted when Fonyutan constructs franchise systems; due to different customer characteristics, the firm may take zero-order path and first-order path distribution channel; recently Fonyutan’s product distribution channel path may adopt an inter-dependent control type; vertical distribution channel center is suggested to employ when constructing the product distribution center; and the firm may adopt the third party distribution channel center when initialing franchise systems.

第一章 緒論
第一節 研究動機
第二節 研究目的與流程
第二章 糕餅產業的配銷通路
第一節 糕餅產業概述
第二節 產品配銷通路之探討
第三節 產品配銷通路與顧客服務之關係
第三章 研究方法
第一節 個案研究法
第二節 研究設計
第四章 實證分析結果
第一節 個案公司分析
第二節 產品配銷通路考量因素實證分析
第三節 鳳月堂產品配銷通路實證分析
第五章 結論與建議
第一節 研究結論
第二節 研究建議
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