以策略⾏銷分析４Ｃ理論建構酒業代理商之通路商⾏銷策略

ASIAIR > College of Management > MBA Program in Innovation and Entrepreneurship > Theses & dissertations > Item 310904400/113288

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/113288

Title:	以策略⾏銷分析４Ｃ理論建構酒業代理商之通路商⾏銷策略 Strategic Marketing Analysis of Distributors of Wine & Spirits Importer in 4C Framework
Authors:	利民 LI, MING
Contributors:	創新與創業管理碩士學位學程
Keywords:	行銷策略;4C架構;酒業代理商 marketing strategy;4C framework of strategic marketing analysis;wine agent
Date:	2022
Issue Date:	2022-06-16 08:01:03 (UTC+0)
Publisher:	亞洲大學
Abstract:	本研究以行銷策略分析 4C理論架構作為理論基礎，進行對目標酒業代理商合作之三百家通路商進行分析，結果發現，對於實體通路商來說，因為酒類屬於高單價產品，具備良好地段的便利性、店面裝潢氛圍、即時送貨服務及優惠上，這些因素均屬於直接的實質影響，因此對於業績上具備顯著影響。另外由於疫情影響，造成酒類通路商業績影響，傳統通路商在未來需要增加對小額消費者的重視，包含客戶意見回饋機制、實體酒類活動及相關宣傳文宣，最後從策略行銷分析上來說，因應消費者年輕化的趨勢，傳統通路商在網路社群媒體的經營上，必須投入更多的行銷資源。 This research is using 4C framework of strategic marketing as the theoretical basis to analyze the 300 distributors of the target wine agent. Because wine is a high-end product, so if the distributors have the advantage factors of a good location, well-decorated atmosphere, quickly-delivery service, and special offers. These factors have a significant impact on the performance. In addition, due to the impact of the Covid-19, traditional distributors need to increase their focus on small consumers, including customer feedback mechanisms, physical wine events and related promotions.
Appears in Collections:	[ MBA Program in Innovation and Entrepreneurship] Theses & dissertations

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	175	View/Open

View Licence

Loading...