Responsive image
博碩士論文 etd-0727105-102436 詳細資訊
Title page for etd-0727105-102436
論文名稱
Title
糕餅業之行銷策略研究─以舊振南餅店為例
none
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
88
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2005-06-11
繳交日期
Date of Submission
2005-07-27
關鍵字
Keywords
行銷策略、4P、糕餅業、五力分析
Marketing strategy, Five Powers Analysis, Bakery industry, 4P
統計
Statistics
本論文已被瀏覽 5716 次,被下載 2546
The thesis/dissertation has been browsed 5716 times, has been downloaded 2546 times.
中文摘要
本研究的主要目的為藉由文獻調查法及個案研究法瞭解舊振南餅店之營運現況及行銷策略,並透過專家意見法獲取行銷策略之一致性看法與建議。主要研究結果發現,糕餅市場之發展有以下趨勢:
1.訂購數量縮減
因社會結構改變,家族和人際關係不似往常密切,使得喜餅業者近年來的喜餅單次訂購數量有縮減的趨勢,再上加外籍新娘多沒有使用喜餅的禮俗,且外籍新娘的比例逐年上升,因此也造成訂單數量下降的現象。

2.產品推陳出新速度加快
目前的喜餅市場不斷地推出新產品且速度極快,強調創新、求變、服務,不斷研發新產品及新包裝。而強調創新、求變、服務主要是評估過去成本、市場同業競爭、研發能力等因素。

3.多重銷售通路、異業結合和多角化經營
以不同包裝產品進入便利商店、量販店,或與相關產業結合,如結婚禮品業、婚紗攝影、珠寶店、飯店及旅遊業等,嘗試圖破以往的銷售方式,開發新客層。

4.折扣促銷和區隔競爭
為搶占市場,各廠商紛紛進行折扣競爭,使業者獲利大幅減少,轉而開闢高價、包裝精美、造型及組合多變的產品,與其他業者產生區隔和差異化。

5.喜餅專賣的連鎖門市數目縮減
由於景氣影響,部份喜餅專賣的連鎖業者產生虧損,加上許多地區因商圈改變造成業績不佳,於是連鎖喜餅業者紛紛結束獲利不佳的門市。

6.因應消費者喜好,推出綜合款喜餅禮盒
由於台灣傳統習俗中,在結婚的過程必須準備六禮或十二禮,依古禮結婚有所謂的六禮即是所謂的「六件禮」,或較為講究的「十二件禮」,其中包括大餅,即所謂的漢式喜餅,由於許多消費者仍遵循此習俗,所以許多西式的喜餅業者跨入中式喜餅的市場。

藉由專家訪談所得的結果及建議,其主要結果如下。專家對舊振南餅店行銷策略發展趨勢之一致看法為:
1.產品策略
利用原有銷售亮眼的產品,形塑成代表招牌,做為市場滲透利基。以獨特商品或開發創新產品開拓新市場機會,並融合現代與文化融合的設計意念,以五官感受為訴求,做為未來開發設計新產品的方向。另外,可開發周邊相關性產品,例如品茗等,促進糕餅的購買度。進而將企業多角化,嚐試另一新風格的產品路線及通路,使舊振南在未來更具市場競爭力。

2.定價策略
糕餅業競爭激烈導致的低價格戰,最終只會破壞市場價格。中高價路線,不僅能維持利潤,更能維持產品高級、精緻的形象。各地消費文化差異所造成消費者對價格認知的問題,若是採取差別取價並不能解決問題,因為差別取價,會造成消費者對產品品質的疑慮。較高的價格,其實是區隔市場的較佳策略。

3.通路策略
量販、便利超商等通路,雖然有相當龐大的門市數,然而,以傳統手工為主要訴求的糕餅店,產能相對無法負荷。此外,這些通路業者也多半會壓低產品利潤,甚至在買斷後降低價格,造成門市和量販通路的價差,反而會擾亂視聽。相反的,固定百貨專櫃和店面門市仍是主要收入來源,這方面,必須顧及消費者屬性不同,強打不同產品線。而網路購物更是未來主要的通路趨勢,派專人維護、注意安全機制、輔以宅配服務和維持網站穩定度都是發展網路行銷這個重要通路需注意的課題。

4.促銷策略
推廣活動在精不在多。一貫的策略脈絡和擬定推廣目標是做好推廣的第一步驟。再者,必須選擇有效的推廣方式。以舊振南歷年來的活動來看,折扣促銷和週年慶買一送一活動最有效果,公關活動則以與知名團體合作效果為佳,策略聯盟則必須注意合作溝通問題,才能互通產業資源,達到合作效果。
Abstract
The purpose of this research is to understand the current operations and marketing strategies of Chiu Chen Nan Orient Bakery through literature review and case studies, as well as to gain a consistent suggestion on marketing strategy through the professionals’ opinions. The result reveals that the trends in the development of bakery market are as follows:
1. The amount of order is decreasing
Because of the change of social structure, families and personal relationships were not as close as before, which led to the trend that the single order of bride cake was decreasing in bakery industry. Moreover, most of the foreign brides do not have the custom of using bride cakes. The increasing percentage of those foreign brides through the years contributes to the drop of the order amount.

2. The new products are available faster than before.
Nowadays, there were more new products available in the market at a much faster speed. After analyzing the factors of old cost, competition in the industry, and ability of invention, these new products emphasized on innovation, variation, service, and the research ability in producing new products and packages.

3. Multi-sales channels, cross-industrial alliance and multi-angled business
The new products were packaged in a different way to enter the convenient stores and wholesales stores. Also, they allied with related industries, including wedding gifts, wedding photography, jewelry, hotels, and tourism in order to develop new customers beyond the way of selling in the past.

4. Discount and market segment
In one hand, many companies started to make discount in order to compete with each other and occupy the market. This discount war has made the profit of the industry decreasing tremendously. On the other hand, some companies began to develop high-priced, well-packaged, and multi-styled and multi-combinational products to segment and differentiate themselves from other competitors.

5. The number of retail stores of wedding bakery chains is decreasing.
Because of the bad economy, some wedding bakery chain stores started to experience deficits. Plus, the change of business districts in many areas deteriorated the loss of business. Therefore, some wedding bakeries started to close the retail stores suffering from bad profits.

6. Various combinations of bride cake gift box are available to satisfy the different customers.
In the traditional Taiwanese customs, there should be 6 or 12 gifts for wedding. The “Six Gifts” is the traditional wedding custom and “the Twelve Gifts” is the more daintier one, which include the big cake, also named the Han-styled bride cake. Because many customers still followed the old customs, many western bakeries started to enter the Chinese bride cake market.

The main results from the professionals’ interviews are listed as below. Regarding the development of marketing strategy for Chiu Chen Nan Orient Bakery, their viewpoints are very consistent:

1. Product strategy
Use the current best-selling products to rebuild the store reputation and penetrate the market. Develop new markets with exclusive products or new products. This can be further incorporated with modern and cultural design elements to stimulate the five senses as a direction for new product development in the future. Moreover, related products, such as tea, can be developed to promote the sales of bakery. The company should run the business in a more multi-dimensional way by initiating new product lines and sales channel to increase its competitiveness in the market.

2. Price strategy
The severe price war of bakery industry will result in damaging the market price in the end. The middle high pricing can remain the profits and image of high-quality and delicacy. The consuming cultural differences will make the consumers question about the price recognition. The price difference can not solve the problem because it will make the consumers question about the quality of the product. Therefore, a higher pricing is a better strategy in segmenting the market.

3. Channel strategy
Although wholesales and convenient supermarkets have a lot of retail stores, the traditional bakery shop is not able to produce the amount which is demanded. In addition, these channels will lower the profits or even the price after the products being bought, which will further confuse the consumers by the different prices between retail stores and wholesales channels. On the other hand, the stable department stores and retailing stores are still the main resources of income. However, different contributes of consumers with varioius product lines should be considered. The channel of internet shopping will be a major trend in the future. To hire designated staffs, pay attention to the web safety, as well as to provide home deliver service and maintain the stability of the website are some important subjects needed to be taken care of.

4. Promotion Strategy
To make promotion activity more refined is more important than to have more promotions. The first step of a good promotion is to streamline the strategy and to set the promotional goal. Then, the effective promotion tactics should be selected. From the past experience of Chiu Chen Nan Orient Bakery, the most effective promotions included making discount and buy-one-get-one-free in anniversaries. Public relations activities had better outcome if they were cooperated with more well-known groups. About strategy of making alliance, the communication problems in cooperation should be solved in order to exchange the resources between each other and achieve the effect of cooperation.
目次 Table of Contents
論文摘要…………………………………………………………………………vi
英文摘要…………………………………………………………………………vii
誌謝詞……………………………………………………………………………xi
目錄………………………………………………………………………………xii
表目錄……………………………………………………………………………xiii
圖目錄……………………………………………………………………………xiv
第一章 緒論……………………………………………………………………1
  第一節 研究背景及動機…………………………………………………1
  第二節 研究目的…………………………………………………………2
第二章 文獻探討………………………………………………………………6
  第一節 糕餅業的行銷策略………………………………………………6
  第二節 個案介紹~~舊振南餅店…………………………………………12
第三章 研究方法………………………………………………………………20
  第一節 研究方法…………………………………………………………20
  第二節 專家訪談紀錄……………………………………………………26
第四章 研究分析與結果………………………………………………………27
第一節 糕餅產業概況……………………………………………………27
第二節 市場分析…………………………………………………………29
第三節 競爭者分析………………………………………………………35
第四節 消費者分析………………………………………………………41
第五節 舊振南之現況及分析……………………………………………42
第六節 對舊振南行銷策略建議…………………………………………65
第五章 結論與後續研究建議…………………………………………………70
  第一節 結論………………………………………………………………70
第二節 後續研究建議……………………………………………………71
參考文獻…………………………………………………………………………73
參考文獻 References
一、 中文部分
許士軍, 管理學, 東華書局, 台北, 民國七十九年。
周文賢,行銷管理,初版,智勝文化事業有限公司,台北,民國八十八年。
黃俊英,行銷研究,五版,華泰書局,台北,民國八十五年。
方世榮譯, 行銷管理學, 四版, 東華書局, 台北, 民國八十九年。
方至民,企業競爭優勢,三重市:方至民出版,前程企管總經銷,2000 年。
司徒達賢,策略管理,台北:遠流出版社,2001 年。
吳思華,策略九說,臺北市,城邦文化事業股份有限公司,1996年,36 頁。
周華旭譯,Michael E. Porter.原著,競爭策略,天下遠見出版,2002 年,第5 頁。
湯明哲,策略精論-基礎篇,台北:天下遠見出版,2003 年。
王鳳璋、方宏進(1990),公共關係實務,台北:書泉。
李貽鴻(1995),觀光行銷學,台北:五南。
余聲海(1987),我國觀光旅館業行銷策略之研究,中原大學企業管理研究所未出版之碩士論文,中壢。
吳政和(1992),中式國際觀光旅館連鎖經營之研究,文化大學觀光事業研究所未出版之碩士論文,台北。
胡幼慧(1996),質性研究:理論、方法及本土女性研究實例,台北:巨流。
黃俊英(1982),行銷研究:管理與技術,台北:華泰。
曹勝雄(2001),觀光行銷學(初版),台北:揚智。
楊國樞(1983),社會及行為科學研究法,台北:東華。
謝安田(1983),企業研究方法,台北:作者自版,p.530。
Kotler, P. (1986),行銷學要義(梁基岩譯),台北:曉園,p.18。
Kotler, P. (1984),行銷學原理(再版)(王志剛譯),台北:華泰。
葛文誠(2004),喜餅業品牌策略之探討-以郭元益公司為例,東吳大學企業管理系論文。
劉瑞琴(2004),未婚男女喜餅消費行為分析,中山大學企管系碩士論文。
黃一誠(2004),傳統糕餅產業成長策略之研究─以百年老店【玉珍齋】為例,中華大學建築與都市計畫學系碩士論文。

二、 英文部分
Aaker, D.A., Strategic Market Management,4th edition ,
Kotler, P., Marketing Management-Analysis, Planning,
Kotler, P. and Karen, F. A., Strategic Marketing for Editionucational Institutions, 2nd edition, New Jersey: Englewood Cliffs, 1995.
Strategic Management, 3rd edition, Massachusetts:Blackwell Poblishers Inc., 1997.
Aaker, David A. (1995), Strategic Market Management, NY: John Wiley & Sons.
Porter, Michael E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competition, N. Y: The Free Press, p.4
Porter, Michael E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York: Free Press, p.12, p.23
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外完全公開 unrestricted
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code