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題名 中國嬰兒奶粉市場之策略行銷分析-以Y集團為例
Strategic marketing analysis on Chinese infant formula market-Y company for example作者 李範亞 貢獻者 巫立宇
李範亞關鍵詞 外顯單位成本
內隱成本
策略行銷
嬰兒奶粉日期 2010 上傳時間 5-Sep-2013 13:59:20 (UTC+8) 摘要 隨著經濟成長,個人可支配收入增加,以及在職母親人數上升,中國嬰幼兒奶粉業每年皆以兩位數成長。然而,龐大的嬰兒奶粉市場一直為國外品牌所壟斷。尤其是三聚氰胺事件後,消費者的對嬰兒奶粉品質的要求和態度改變,進口嬰兒奶粉提升至80% 的市場佔有率,使中國國產嬰幼兒奶粉廠商面臨困境。 嬰兒奶粉的購買者是父母親,購買的動機當然是以產品效益最高,品質最優良穩定,且價格合理的奶粉來撫育嬰兒,因此購買的動機與產品外顯單位成本和內隱成本有關。4C乃為產品的外顯單位成本和內隱成本(包括資訊搜尋成本,道德危機成本及專屬陷入成本),攸關消費者對產品效益的觀感。如果企業技巧的運用行銷策略,有效降低外顯單位成本,資訊搜尋成本,道德危機成本,及建立資產專屬性,提高產品的整體總效益,必然會得到顧客的青睞,刺激購買慾望,進而忠於品牌。本研究試圖以4C的觀點,以Y集團為例,來探討中國國產嬰兒奶粉的行銷策略,並且提供相關的行銷建議。 參考文獻 中文文獻王丁棉,2010,進口奶粉國產奶粉影響分析,慧典市場研究報告網。中投顧問,2010,2010-2015年中國奶粉市場投資分析及前景預測報告(上中下卷)。林江,2009,嬰兒奶粉普漲:多品牌衝破300元行業毛利超40%,中新海南網。邱志聖,2010,策略行銷分析-架構與實務應用, 台北:智勝文化。袁高生,2010,影響父母購買嬰兒奶粉的幾種心理機制,豆丁網。陳燈財,2008,中國大陸嬰幼兒奶粉廠商競爭策略與競爭優勢之研究,國立交通大學管理學院高階主管管理碩士論文。陳秉璋,1985, 社會學理論。台北:三民。張祥,2009,國產奶粉與洋奶粉的戰爭,臺灣搜網。陳渝,2010,資本諸侯競逐中國乳業,中國行業咨詢網。國際食品法典,1963,食品、食品生產及食品安全國際認可標準,聯合國糧農組織及世界衛生組織。黃俊英,2007, 行銷學原理,台北:華泰文化。彭作奎,1992,台灣嬰兒奶粉營養素含量與價格差異之研究,經濟半年刊,第51期,19-77頁。楊東震、羅玨瑜/合譯,2006,服務業行銷管理,台北:雙葉。楊進欣,2009﹐人工餵養存在風險,新華網。歐睿國際(Euromonitor International),2010,嬰兒配方奶粉行業調查,上海:歐睿資訊咨詢。國家統計局,2009,國家統計資料庫國民經濟綜合統計報表。Y企業市調,2009,Y集團企劃部﹕廣東。中文文獻王丁棉,2010,進口奶粉國產奶粉影響分析,慧典市場研究報告網。中投顧問,2010,2010-2015年中國奶粉市場投資分析及前景預測報告(上中下卷)。林江,2009,嬰兒奶粉普漲:多品牌衝破300元行業毛利超40%,中新海南網。邱志聖,2010,策略行銷分析-架構與實務應用, 台北:智勝文化。袁高生,2010,影響父母購買嬰兒奶粉的幾種心理機制,豆丁網。陳燈財,2008,中國大陸嬰幼兒奶粉廠商競爭策略與競爭優勢之研究,國立交通大學管理學院高階主管管理碩士論文。陳秉璋,1985, 社會學理論。台北:三民。張祥,2009,國產奶粉與洋奶粉的戰爭,臺灣搜網。陳渝,2010,資本諸侯競逐中國乳業,中國行業咨詢網。國際食品法典,1963,食品、食品生產及食品安全國際認可標準,聯合國糧農組織及世界衛生組織。黃俊英,2007, 行銷學原理,台北:華泰文化。彭作奎,1992,台灣嬰兒奶粉營養素含量與價格差異之研究,經濟半年刊,第51期,19-77頁。楊東震、羅玨瑜/合譯,2006,服務業行銷管理,台北:雙葉。楊進欣,2009﹐人工餵養存在風險,新華網。歐睿國際(Euromonitor International),2010,嬰兒配方奶粉行業調查,上海:歐睿資訊咨詢。國家統計局,2009,國家統計資料庫國民經濟綜合統計報表。Y企業市調,2009,Y集團企劃部﹕廣東。英文文獻AC Nielsen, (2010). Status and prospect of Chinese infants formula milk powder market, Shanghai: Nielsen ChinaBagozzi, R. P., (1975). Marketing as Exchange, Journal of Marketing, 39:32-39Blau, P. M., (1964). Exchange and Power in Social Life, New York: John Wiley and Sons.Blau, P. M., (May 1960). A Theory of Social Integration, The American Journal of Sociology, 15(6): p. 545Emerson, R. M., (1972a). Exchange Theory, Part I: A Psychological Basis for Social Exchange, 2: pp.38-57 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA:Houghton-Mifflin. Emerson, R. M., (1972b). Exchange Theory, Part II: Exchange Relations and Networks, 2: pp.58-87 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA: Houghton-Mifflin.Engel, J. F., Kollat, D. T. & Blackwell, R.D.,(1968, 1984). Personality measures and market segmentation: Evidence favors interaction view, Business Horizon, 12 (3): pp 61-70Gronroos C., (2006). On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, 6: pp. 395-417Homans, G. C., (1958). Social Behavior as Exchange, The American Journal of Sociology, 63, pp. 597-606.Homans, G. C., (1961). Social Behavior: Its Elementary Forms, New York: Harcourt Brace and World.Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley and SonsKantar Worldpanel(2009). Key food market trends in China, The benchmark survey, Kantar WorldpanelKotler,P., & Armstrong, G., (2007). Principles of marketing (12th ed.), US:Prentice HallLewis, E. E., (1898). AIDA funnel model in the US life insurance market. Ndonga, B.N.(2002). Peter Blau’s Conception of Social Exchange Theory : A Critique. The Eastem Africa Joumal of Humanities & Sciences, 1 (1). Skinner, B.F. (1938). The Behavior of Organisms: An Experimental Analysis, New York :D. Appleton-Century McCarthy, E. J. & Perreault, W. D., (1993). Basic Marketing. A Managerial Approach, 11th ed., Irwin: ILPCKids (2009), Survey of infant formula consumption in Beijing area, Pacific baby.com.cn Ries A. (2000). Positioning: The Battle for Your Mind, New York: McGraw-HillStake, R. E., (1995). The Art of Case Study Research, CA: Sage WHO, (1981). International Code of Marketing of Breast-Milk Substitutes, Geneva, SwitzerlandWHO, (2005). Global strategy for infant and young child feeding. Geneva, Switzerland: World Health Organization and UNICEFWilliamson, O. E., (1979). Transaction-Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, 22( 2):pp. 233-261英文文獻AC Nielsen, (2010). Status and prospect of Chinese infants formula milk powder market, Shanghai: Nielsen ChinaBagozzi, R. P., (1975). Marketing as Exchange, Journal of Marketing, 39:32-39Blau, P. M., (1964). Exchange and Power in Social Life, New York: John Wiley and Sons.Blau, P. M., (May 1960). A Theory of Social Integration, The American Journal of Sociology, 15(6): p. 545Emerson, R. M., (1972a). Exchange Theory, Part I: A Psychological Basis for Social Exchange, 2: pp.38-57 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA:Houghton-Mifflin. Emerson, R. M., (1972b). Exchange Theory, Part II: Exchange Relations and Networks, 2: pp.58-87 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA: Houghton-Mifflin.Engel, J. F., Kollat, D. T. & Blackwell, R.D.,(1968, 1984). Personality measures and market segmentation: Evidence favors interaction view, Business Horizon, 12 (3): pp 61-70Gronroos C., (2006). On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, 6: pp. 395-417Homans, G. C., (1958). Social Behavior as Exchange, The American Journal of Sociology, 63, pp. 597-606.Homans, G. C., (1961). Social Behavior: Its Elementary Forms, New York: Harcourt Brace and World.Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley and SonsKantar Worldpanel(2009). Key food market trends in China, The benchmark survey, Kantar WorldpanelKotler,P., & Armstrong, G., (2007). Principles of marketing (12th ed.), US:Prentice HallLewis, E. E., (1898). AIDA funnel model in the US life insurance market. Ndonga, B.N.(2002). Peter Blau’s Conception of Social Exchange Theory : A Critique. The Eastem Africa Joumal of Humanities & Sciences, 1 (1). Skinner, B.F. (1938). The Behavior of Organisms: An Experimental Analysis, New York :D. Appleton-Century McCarthy, E. J. & Perreault, W. D., (1993). Basic Marketing. A Managerial Approach, 11th ed., Irwin: ILPCKids (2009), Survey of infant formula consumption in Beijing area, Pacific baby.com.cn Ries A. (2000). Positioning: The Battle for Your Mind, New York: McGraw-HillStake, R. E., (1995). The Art of Case Study Research, CA: Sage WHO, (1981). International Code of Marketing of Breast-Milk Substitutes, Geneva, SwitzerlandWHO, (2005). Global strategy for infant and young child feeding. Geneva, Switzerland: World Health Organization and UNICEFWilliamson, O. E., (1979). Transaction-Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, 22( 2):pp. 233-261 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
96932049
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096932049 資料類型 thesis dc.contributor.advisor 巫立宇 zh_TW dc.contributor.author (Authors) 李範亞 zh_TW dc.creator (作者) 李範亞 zh_TW dc.date (日期) 2010 en_US dc.date.accessioned 5-Sep-2013 13:59:20 (UTC+8) - dc.date.available 5-Sep-2013 13:59:20 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2013 13:59:20 (UTC+8) - dc.identifier (Other Identifiers) G0096932049 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60284 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 96932049 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 隨著經濟成長,個人可支配收入增加,以及在職母親人數上升,中國嬰幼兒奶粉業每年皆以兩位數成長。然而,龐大的嬰兒奶粉市場一直為國外品牌所壟斷。尤其是三聚氰胺事件後,消費者的對嬰兒奶粉品質的要求和態度改變,進口嬰兒奶粉提升至80% 的市場佔有率,使中國國產嬰幼兒奶粉廠商面臨困境。 嬰兒奶粉的購買者是父母親,購買的動機當然是以產品效益最高,品質最優良穩定,且價格合理的奶粉來撫育嬰兒,因此購買的動機與產品外顯單位成本和內隱成本有關。4C乃為產品的外顯單位成本和內隱成本(包括資訊搜尋成本,道德危機成本及專屬陷入成本),攸關消費者對產品效益的觀感。如果企業技巧的運用行銷策略,有效降低外顯單位成本,資訊搜尋成本,道德危機成本,及建立資產專屬性,提高產品的整體總效益,必然會得到顧客的青睞,刺激購買慾望,進而忠於品牌。本研究試圖以4C的觀點,以Y集團為例,來探討中國國產嬰兒奶粉的行銷策略,並且提供相關的行銷建議。 zh_TW dc.description.tableofcontents 謝 辭 i摘 要 ii表 目 錄 4圖 目 錄 5第壹章、 緒論 7第一節 研究背景 7第二節 研究動機 12第三節 研究目的 14第貳章、 文獻探討 18第一節 交換理論與行銷策略 18一、 交換理論 18二、 消費者行為與交換障礙 22三、 行銷與策略 26 第二節 策略行銷4C理論 31一、 外顯單位效益成本 31二、 資訊搜尋成本 32三、 道德危機成本 34四、 專屬陷入成本 35 第參章、 研究方法 40 第一節 研究對象 40 第二節 研究方法 40 第三節 研究流程 42 第肆章、 Y公司個案介紹與嬰兒奶粉市場策略行銷4C架構分析 44 第一節 中國嬰兒奶粉之產業環境 44 一、 嬰幼兒奶粉之認識 44 二、 嬰兒奶粉產業發展與概況 47 三、 國家政策與嬰兒奶粉實際行銷狀況 54第二節 Y集團之經營模式與市場定位 59 一、 Y集團之市場規模與營運概況 60二、 Y集團之目標市場與定位 64三、 Y集團之行銷組合 (4P) 67第三節 Y集團之策略行銷4C分析 77一、 外顯單位效益成本策略分析 78一、 資訊搜尋成本策略分析 82三、 道德危機成本策略分析 85四、 專屬陷入成本策略分析 91第伍章、 結論與建議 96第一節 Y集團管理四大成本的能力 96第二節 未來發展之建議 98一、 外顯單位效益成本的策略 98二、 降低資訊搜尋成本的策略 99三、 降低道德危機成本的策略 102四、 專屬陷入成本的策略 107參考文獻 112中文文獻 112英文文獻 114 zh_TW dc.format.extent 1468057 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096932049 en_US dc.subject (關鍵詞) 外顯單位成本 zh_TW dc.subject (關鍵詞) 內隱成本 zh_TW dc.subject (關鍵詞) 策略行銷 zh_TW dc.subject (關鍵詞) 嬰兒奶粉 zh_TW dc.title (題名) 中國嬰兒奶粉市場之策略行銷分析-以Y集團為例 zh_TW dc.title (題名) Strategic marketing analysis on Chinese infant formula market-Y company for example en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文文獻王丁棉,2010,進口奶粉國產奶粉影響分析,慧典市場研究報告網。中投顧問,2010,2010-2015年中國奶粉市場投資分析及前景預測報告(上中下卷)。林江,2009,嬰兒奶粉普漲:多品牌衝破300元行業毛利超40%,中新海南網。邱志聖,2010,策略行銷分析-架構與實務應用, 台北:智勝文化。袁高生,2010,影響父母購買嬰兒奶粉的幾種心理機制,豆丁網。陳燈財,2008,中國大陸嬰幼兒奶粉廠商競爭策略與競爭優勢之研究,國立交通大學管理學院高階主管管理碩士論文。陳秉璋,1985, 社會學理論。台北:三民。張祥,2009,國產奶粉與洋奶粉的戰爭,臺灣搜網。陳渝,2010,資本諸侯競逐中國乳業,中國行業咨詢網。國際食品法典,1963,食品、食品生產及食品安全國際認可標準,聯合國糧農組織及世界衛生組織。黃俊英,2007, 行銷學原理,台北:華泰文化。彭作奎,1992,台灣嬰兒奶粉營養素含量與價格差異之研究,經濟半年刊,第51期,19-77頁。楊東震、羅玨瑜/合譯,2006,服務業行銷管理,台北:雙葉。楊進欣,2009﹐人工餵養存在風險,新華網。歐睿國際(Euromonitor International),2010,嬰兒配方奶粉行業調查,上海:歐睿資訊咨詢。國家統計局,2009,國家統計資料庫國民經濟綜合統計報表。Y企業市調,2009,Y集團企劃部﹕廣東。中文文獻王丁棉,2010,進口奶粉國產奶粉影響分析,慧典市場研究報告網。中投顧問,2010,2010-2015年中國奶粉市場投資分析及前景預測報告(上中下卷)。林江,2009,嬰兒奶粉普漲:多品牌衝破300元行業毛利超40%,中新海南網。邱志聖,2010,策略行銷分析-架構與實務應用, 台北:智勝文化。袁高生,2010,影響父母購買嬰兒奶粉的幾種心理機制,豆丁網。陳燈財,2008,中國大陸嬰幼兒奶粉廠商競爭策略與競爭優勢之研究,國立交通大學管理學院高階主管管理碩士論文。陳秉璋,1985, 社會學理論。台北:三民。張祥,2009,國產奶粉與洋奶粉的戰爭,臺灣搜網。陳渝,2010,資本諸侯競逐中國乳業,中國行業咨詢網。國際食品法典,1963,食品、食品生產及食品安全國際認可標準,聯合國糧農組織及世界衛生組織。黃俊英,2007, 行銷學原理,台北:華泰文化。彭作奎,1992,台灣嬰兒奶粉營養素含量與價格差異之研究,經濟半年刊,第51期,19-77頁。楊東震、羅玨瑜/合譯,2006,服務業行銷管理,台北:雙葉。楊進欣,2009﹐人工餵養存在風險,新華網。歐睿國際(Euromonitor International),2010,嬰兒配方奶粉行業調查,上海:歐睿資訊咨詢。國家統計局,2009,國家統計資料庫國民經濟綜合統計報表。Y企業市調,2009,Y集團企劃部﹕廣東。英文文獻AC Nielsen, (2010). Status and prospect of Chinese infants formula milk powder market, Shanghai: Nielsen ChinaBagozzi, R. P., (1975). Marketing as Exchange, Journal of Marketing, 39:32-39Blau, P. M., (1964). Exchange and Power in Social Life, New York: John Wiley and Sons.Blau, P. M., (May 1960). A Theory of Social Integration, The American Journal of Sociology, 15(6): p. 545Emerson, R. M., (1972a). Exchange Theory, Part I: A Psychological Basis for Social Exchange, 2: pp.38-57 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA:Houghton-Mifflin. Emerson, R. M., (1972b). Exchange Theory, Part II: Exchange Relations and Networks, 2: pp.58-87 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA: Houghton-Mifflin.Engel, J. F., Kollat, D. T. & Blackwell, R.D.,(1968, 1984). Personality measures and market segmentation: Evidence favors interaction view, Business Horizon, 12 (3): pp 61-70Gronroos C., (2006). 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A Managerial Approach, 11th ed., Irwin: ILPCKids (2009), Survey of infant formula consumption in Beijing area, Pacific baby.com.cn Ries A. (2000). Positioning: The Battle for Your Mind, New York: McGraw-HillStake, R. E., (1995). The Art of Case Study Research, CA: Sage WHO, (1981). International Code of Marketing of Breast-Milk Substitutes, Geneva, SwitzerlandWHO, (2005). Global strategy for infant and young child feeding. Geneva, Switzerland: World Health Organization and UNICEFWilliamson, O. E., (1979). Transaction-Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, 22( 2):pp. 233-261英文文獻AC Nielsen, (2010). Status and prospect of Chinese infants formula milk powder market, Shanghai: Nielsen ChinaBagozzi, R. P., (1975). Marketing as Exchange, Journal of Marketing, 39:32-39Blau, P. M., (1964). Exchange and Power in Social Life, New York: John Wiley and Sons.Blau, P. M., (May 1960). A Theory of Social Integration, The American Journal of Sociology, 15(6): p. 545Emerson, R. M., (1972a). Exchange Theory, Part I: A Psychological Basis for Social Exchange, 2: pp.38-57 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA:Houghton-Mifflin. Emerson, R. M., (1972b). Exchange Theory, Part II: Exchange Relations and Networks, 2: pp.58-87 in Sociological Theories in Progress, edited by J. Berger, M.Zelditch Jr., and B. Anderson, Boston, MA: Houghton-Mifflin.Engel, J. F., Kollat, D. T. & Blackwell, R.D.,(1968, 1984). Personality measures and market segmentation: Evidence favors interaction view, Business Horizon, 12 (3): pp 61-70Gronroos C., (2006). On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, 6: pp. 395-417Homans, G. C., (1958). Social Behavior as Exchange, The American Journal of Sociology, 63, pp. 597-606.Homans, G. C., (1961). Social Behavior: Its Elementary Forms, New York: Harcourt Brace and World.Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York: John Wiley and SonsKantar Worldpanel(2009). Key food market trends in China, The benchmark survey, Kantar WorldpanelKotler,P., & Armstrong, G., (2007). Principles of marketing (12th ed.), US:Prentice HallLewis, E. E., (1898). AIDA funnel model in the US life insurance market. Ndonga, B.N.(2002). Peter Blau’s Conception of Social Exchange Theory : A Critique. The Eastem Africa Joumal of Humanities & Sciences, 1 (1). Skinner, B.F. (1938). The Behavior of Organisms: An Experimental Analysis, New York :D. Appleton-Century McCarthy, E. J. & Perreault, W. D., (1993). Basic Marketing. A Managerial Approach, 11th ed., Irwin: ILPCKids (2009), Survey of infant formula consumption in Beijing area, Pacific baby.com.cn Ries A. (2000). Positioning: The Battle for Your Mind, New York: McGraw-HillStake, R. E., (1995). The Art of Case Study Research, CA: Sage WHO, (1981). International Code of Marketing of Breast-Milk Substitutes, Geneva, SwitzerlandWHO, (2005). Global strategy for infant and young child feeding. Geneva, Switzerland: World Health Organization and UNICEFWilliamson, O. E., (1979). Transaction-Cost Economics: The Governance of Contractual Relations, Journal of Law and Economics, 22( 2):pp. 233-261 zh_TW