國產純素起司的銷售定價策略—以FG起司公司為例

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題名:	國產純素起司的銷售定價策略—以FG起司公司為例 Sales Pricing Strategy of Domestic Vegan Cheese – Case Study of FG Company
作者:	張朝陽 CHANG, CHAO-YANG
貢獻者:	EMBA高階經理碩士在職學位學程
關鍵詞:	植物替代食品;銷售策略;定價策略;商業模式;純素起司 Marketing Strategy;Pricing Strategy;Business Model;Vegan Cheese;Plant-Based Alternatives
日期:	2022-06-21
上傳時間:	2022-10-24 03:38:18 (UTC+0)
出版者:	亞洲大學
摘要:	目前國產起司區分為天然起司及再製起司，天然起司製成後成本價格高於進口天然起司，導致推廣不易，而國產再製起司使用一種或多種進口天然起司，經攪碎加熱後，再依不同用途製作出品質穩定的高熔點起司、起司醬或起司片，推廣銷售業績較佳。本研究以實際個案FG起司公司研發之新產品-純素起司作為探討對象，務必使純素起司成為其公司高毛利銷售商品，探討內容包含制定相關商業模式、銷售定價策略方向與市場拓展業務相關事宜。個案FG起司公司從事起司進口分裝製造銷售已有18年歷史，深知國內外銷售在產品價格部份非常競爭，因而對於純素起司定位非常重視，必須先界定新產品的消費市場定義為素食類別或植物替代食品，方能制定售價及銷售策略，故引發本研究探討動機。本研究包括收集國內外廠商銷售經驗相關資料及市場趨勢，瞭解外部環境及產品定位，結合相關理論文獻，制定訪談題目，訪談國內專業銷售進口天然起司，以及國產起司再製公司總經理、銷售主管與研發主管，另訪問素食餐廳業者、純素食品進口業者，從再製起司銷售經驗及定價策略，搜集各方銷售價格開始，再訪問純素起司相關不同產業業者，例如植物奶進口業者總經理、中盤代理商，及連鎖超商通路鮮食部經理、烘焙中盤商老闆、知名麵包店老闆，從中獲取寶貴建議，深入研究後給予行銷定價策略規劃與建議供FG起司公司參考。FG起司公司已於2022年3月順利推出純素起司絲，在導入期階段，選擇潛在有純素起司需求之舊客戶為主要銷售目標客群，採報價低於義大利進口起司的定價策略來推廣純素起司，4月份開始已有客戶陸續訂購；FG起司公司月計畫銷售目標達5,000KG，5月已達成月銷售數量2,500KG，比該公司舊有產品平均毛利高20%，已超過進口純素起司月銷售數量，證明此研究定價策略有效。 At present, the domestic cheese area is divided into natural cheese and remanufactured cheese. The cost of natural cheese in Taiwan is higher than that of imported natural cheese, so it is not easy to promote it. The domestic re-made cheese is made by using one or more kinds of imported natural cheese, stirred and heated to produce high melting point cheese, cheese sauce and cheese slices with stable quality according to different applications. We have good sales promotion.This study takes the actual case of FG Cheese Company, which recently produced a new product - vegan cheese, as the object of study, to make vegan cheese the star product of the company, including the development of related business model and sales pricing strategy direction and market development business related issues. Further research and development is needed to explore related technologies. The case company has been engaged in importing and distributing cheese for 18 years, and we know that the price of the product is very competitive for domestic and foreign sales, therefore, the positioning of vegan cheese is very important. Therefore, the motivation for this study was triggered.This study includes collecting information and literature related to the sales experience of domestic and foreign manufacturers, understanding the external environment and product positioning, interviewing the general managers and sales executives of domestic companies specializing in selling imported natural cheese and domestic reproduction companies, as well as R&D executives and vegetarian restaurant operators and vegan food importers. Then, we interviewed various operators in the vegan cheese industry to obtain information and make recommendations on marketing and pricing strategies for FG Cheese reference it.The FG Cheese Company has successfully launched vegan cheese silk on March in 2022. During the introduction stage, it selects old customers as sales target customers, and adopts a low pricing strategy then import cheese of Italy, the business coming up from on April in 2022; The FG Cheese Company planning 5000 KG per month of sales target and achieved 2500 KG/ month on May. There are more 20% profit then in current products and the sales amount over import natural cheese. The results shows out this pricing strategy was success.
顯示於類別:	[EMBA高階經理碩士在職學位學程] 博碩士論文

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