休閒食品行銷策略研究-以Z公司葡萄乾為例

ASIAIR > College of Management > Department of Finance > Theses & dissertations > Item 310904400/110982

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/110982

Title:	休閒食品行銷策略研究-以Z公司葡萄乾為例
Authors:	崔錦枝
Contributors:	財務金融學系碩士在職專班
Keywords:	休閒食品、葡萄乾、行銷策略、質性研究、snack food、raisin、marketing strategy、qualitative research
Date:	2018
Issue Date:	2018-06-15 01:14:13 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究為採質性研究方式以及整合行銷策略4P(產品、價格、促銷、通路)，進行探討與分析台灣中部地區某知名休閒食品Z公司之「葡萄乾」的產品銷售方式與行銷策略。研究結果發現，「價格策略」和「通路策略」是目前Z公司主要面臨的問題，其中「價格策略」之上架費用及進、銷葡萄乾時的報廢成本是主要原因；而「通路策略」是Z公司並未與外部機構合作來降低相關成本，因此建議Z公司可與供應商、客戶或各大專院校等進行合作交流。 This study adopts the qualitative research method and integrates 4Ps of marketing strategy, i.e., product, price, promotion and place, to explore and analyze the sales and marketing strategies of raisin products in a well-known snack food Company Z in central Taiwan. The results of this study found that “price strategy” and “channel strategy” are the main problems faced by Company Z. The main reasons in the “price strategy” are the charging of the slotting allowance and the cost of scrapping when order and sell the raisins. In addition, in the “price strategy”, Company Z has not cooperated with external agencies to reduce related costs. Therefore, Company Z can cooperate with suppliers, customers, and colleges and universities for solving above problem.
Appears in Collections:	[Department of Finance] Theses & dissertations

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