代理進口酒精飲料產業經營管理與行銷策略 ─以J公司為例

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题名:	代理進口酒精飲料產業經營管理與行銷策略 ─以J公司為例
作者:	徐銘鴻;HONG, HSU MING
贡献者:	高階主管企管碩士班
关键词:	經營管理;行銷策略;代理進口酒精飲料產業;Business Management;Marketing Strategy;Imported Alcoholic Beverages Industry
日期:	2024-06-13
上传时间:	2024-10-09 16:40:23 (UTC+8)
出版者:	國立中央大學
摘要:	自2002年解除菸酒專賣制度以來，台灣的酒精飲料市場一直呈現持續擴大的趨勢。酒類需求近十年來穩步增長，酒精飲料市場持續快速增長顯示消費者對進口酒的喜好，進口酒類需求持續攀升，進而帶動了活躍的進口酒代理市場，廠商數量也在逐年增長。由此可知，進口酒代理市場的競爭日益激烈，代理商需要擺脫價格競爭策略，並找到突出自己的方式，以確保長期競爭優勢，促使了本研究的動機，探討如何在進口酒代理市場中脫穎而出，並保持競爭優勢的策略。　　本研究目的旨在分析代理進口酒精飲料產業的現況，以及探討個案公司的經營管理和行銷策略。透過應用Albert Humphrey教授在1960年代提出的SWOT分析方法，針對個案公司進行分析。本研究採用質性方法中的個案研究法，將整合個案公司高階主管訪談資料以及所蒐集之次級資料，進行個案公司的經營管理與行銷策略探討。　　本研究探討代理進口酒精飲料產業，首先說明酒精飲料之定義、歷史以及回顧酒精飲料專賣制度，接著闡述產業概況並分析進口酒精飲料，並透過劃分個案公司發展時程（初期、中期以及近期）來說明各階段之經營環境與策略、行銷策略以及面臨困難與因應對策，最後說明個案公司的未來策略。　　本研究彙整歸納出以下結論：(一) 獨創通路策略以促使經銷商維持長期良好的客戶關係；(二) 維持良好顧客關係成為開啟銷售通路之關鍵；(三) 親民的促銷策略強化了顧客滿意度與忠誠度。本研究統整出以下建議：(一) 謹慎管理公司現金流；(二) 組織分工須明確；(三) 須建立顧客資訊系統。最後本研究給予以下未來研究方向：(一)建議未來可以採用定量研究來分析產業，以增加研究的客觀性和概化能力；(二)建議未來研究擴大研究範圍，將其他相關公司納入進行比較性分析；(三)建議未來應持續追蹤產業並進行縱貫面研究分析。;Since the abolition of the tobacco and alcohol monopoly system in 2002, Taiwan′s alcoholic beverage market has shown a continuous expansion trend. Over the past decade, the demand for alcoholic beverages has steadily increased, reflecting consumers′ preference for imported alcohol, which has led to a rising demand for imported alcoholic beverages. This, in turn, has stimulated a vibrant market for imported alcohol agents, with the number of firms growing annually. Consequently, the competition in the imported alcohol agency market has become increasingly intense. Agents need to move away from price competition strategies and find ways to distinguish themselves to ensure long-term competitive advantages. This study aims to explore how to stand out in the imported alcohol agency market and maintain a competitive edge. 　　The purpose of this study is to analyze the current state of the imported alcoholic beverage agency industry and to examine the business management and marketing strategies of a case company. By applying the SWOT analysis method proposed by Professor Albert Humphrey in the 1960s, this study analyzes the case company. The study adopts a qualitative approach, specifically the case study method, integrating interview data from senior executives of the case company and collected secondary data to discuss the business management and marketing strategies of the case company. 　　This study explores the imported alcoholic beverage agency industry, starting with the definition and history of alcoholic beverages and a review of the alcohol monopoly system. It then elaborates on the industry overview and analyzes imported alcoholic beverages, explaining the operational environment and strategies, marketing strategies, challenges faced, and countermeasures at various stages (initial, mid-term, and recent) of the case company′s development. Finally, the future strategies of the case company are discussed. 　　This study consolidates and summarizes the following conclusions: (1) An innovative channel strategy and maintaining long-term good customer relationships with distributors; (2) Maintaining good customer relationships has become the key to opening sales channels; (3) Customer-friendly promotional strategies have enhanced customer satisfaction and loyalty. The study provides the following recommendations: (1) Carefully manage the company′s cash flow; (2) Clearly define organizational responsibilities; (3) Establish a customer information system. Lastly, the study offers the following directions for future research: (1) It is recommended to use quantitative research to analyze the industry in the future to increase the objectivity and generalizability of the research; (2) It is suggested that future research expand the scope of study to include other related companies for comparative analysis; (3) Future research should continuously track the industry and conduct longitudinal studies.
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