多層次傳銷公司競爭策略之研究-以A公司為例

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/117124

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题名:	多層次傳銷公司競爭策略之研究-以A公司為例
其它题名:	Research on the Competitive Strategy of Multilevel Marketing-Taking Company A as an Example
作者:	繆儒喻 MIAO, JU-YU
贡献者:	張彥為 CHANG, YEN-WEI 經營管理學系碩士在職專班
关键词:	多層次傳銷公司;競爭策略;企業文化;企業形象;社會責任 Marketinglevel Company;Competitive Strategies;Corporate Culture;Corporate Image;Social Responsibility
日期:	2023
上传时间:	2023-11-22 02:10:03 (UTC+0)
摘要:	個案公司於 1995 年成立，專營衣物、襪類、洗滌劑、家庭用電位治療器與保養系列等相關商品。創辦人對該公司的目標是提供有助於健康與美的高品質產品和優質的服務，並成為業界的領先品牌。本研究將以 A 公司來做為個案研究分析，藉由深度訪談的方式，訪談 A 公司高階主管與代理商，了解個案 A 公司在該產業之經營模式，並運用以五力分析、PEST 分析、SWOT 分析工具，以企業文化、企業形象、企業品牌、企業產品及社會責任五個方向，來探討多層次傳輸公司的競爭策略。研究結果顯示：(1) 在企業文化：A 公司以員工發展、客戶至上、利他助人和感恩文化為核心，激發員工的動力和創造力，提供高品質產品和服務滿足客戶需求，幫助他人改善生活，重視員工和合作夥伴的付出，建立和諧工作氛圍，共同實現企業的持續發展。(2) 企業形象：以美麗與健康價值、品質可靠性和開朗活力形象為競爭策略，回饋社會，吸引關注健康美麗的消費者，建立信任和忠誠度，並吸引年輕一代消費者，提升企業形象和市場吸引力。(3)社會責任：透過產品品質、市場行銷、品牌形象、公司社會責任和價格合理性等策略，推廣環保節能產品，減少資源浪費，引導消費者選擇環保，積極履行社會責任，推動可持續發展。(4)企業產品：以自產自銷方式控制產品品質，運用高品質材料和先進技術提供穩定可靠的產品，提升顧客滿意度和品牌信譽。同時，產品簡單且強調不重複消費，加上專業研發和臨床實驗支持，為公司帶來競爭優勢。公司的專利保護和全球專利設計限制了競爭對手的模仿，同時產品的高附加值和長期使用價值吸引消費者，為 A 公司在市場上建立了差異化競爭優勢。(5)企業品牌：提供的產品具有環保、健康和可持續發展的特點，簡單且不重複消費，並強調共享經濟和利他主義。 This study examines the competitive strategies of multilevel marketing companies, focusing on the case of Company A. Founded in 1995, Company A specializes in clothing, socks, detergents, household electrotherapy devices, and skincare products. With the vision of its founder, Yukiko Higuchi, the company aims to provide high-quality products and superior services that contribute to health and beauty, aspiring to become a leading brand in the industry. Through in-depth interviews with senior executives and distributors of Company A, this research investigates the company's business model in the industry. The study employs strategic analysis tools such as Porter's Five Forces, PEST analysis, and SWOT analysis, exploring the competitive strategies of multilevel marketing companies from five perspectives: corporate culture, corporate image, corporate brand, corporate products, and social responsibility. The findings reveal that: (1) In terms of corporate culture, Company A emphasizes employee development, customer-centricity, altruism, and a culture of gratitude as its core values. This approach motivates employees and unleashes their creativity, enabling them to provide high quality products and services that meet customer needs, improve the lives of others, and foster a harmonious work environment. (2) Regarding corporate image, Company A adopts a competitive strategy based on the values of beauty, health, reliability, and vitality. By giving back to society and attracting health and beauty-conscious consumers, the company builds trust, loyalty, and appeal among both existing and younger consumers, enhancing its corporate image and market attractiveness. (3)Social responsibility is promoted through strategies such as product quality, marketing practices, brand image, corporate social responsibility, and reasonable pricing. Company A advocates for eco-friendly and energy-efficient products, reduces resource waste, guides consumers towards sustainable choices, actively fulfills its social responsibilities, and drives sustainable development. (4) With regards to corporate products, Company A controls product quality through a vertical integration approach, utilizing high-quality materials and advanced technologies to deliver reliable and stable products. Simplicity, emphasis on non-repetitive consumption, coupled with professional research and clinical support, provide the company with a competitive advantage. The company's patent protection and global patent design restrict imitation by competitors, while the high added value and long-term utility of its products attract consumers, establishing differentiation and competitive advantage in the market. (5) In terms of corporate branding, Company A's products embody environmental friendliness, healthiness, and sustainable development. They are characterized by simplicity and non-repetitive consumption, highlighting the principles of the sharing economy and altruism.
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