| Summary: | 碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 101 === This thesis is to analyze and demonstrate on marketing strategy for the food processing industry and trend to investigate current food industry's market segmentation, target market, product positioning as well as the construction mode of the marketing mix 4P and the core competence on resource-based theory through literatures. But there are much less common on the case investigates of marketing strategy and marketing mix in the related literatures of food processing industry, this research has been proposed as a practice effectively reference for the subsequent researches or the same business through the analysis of taiwan food processing industry, the studying of marketing strategy pattern and the choice of marketing channels.
The company cases of food processing industry are used as the research objects by interview and formulated to questions that got results: when new product trend to enter the channels of chain convenience stores, the manufacturers must conform to food safety and health management certification such as GMP, HACCP, ISO9000, ISO 22000, the professional business ability, communicate well with chain stores, and build its core resources and capability for company.
The sales strategy for new product to enter the chain convenience store channel:
The marketing channel is the first important with many footholds, IT support, the brand
effect, hours-long access road, so as to increase the aeration intensity and expand market share. Secondly, product strategy with multi-brand marketing in order to enter the convenience store channel successfully. The last, promotion, it must coordinate with the chain stores by marketing way in order to successfully entry the convenience store channel. They must first build the company's brand and goodwill, an intangible asset to be technological innovation and commercialization capacity to construct their core resources and capability when they trend to entry the discount stores.
The sales strategy for new product to enter discounts store channels: the price policy is the most important, it must be based on the superiority of price and brand in order to successfully enter the discount stores channel. The channel policy is second, the functional advantage must be chosen to successfully complete pathway into discount stores channels. Product strategy, the unique products and service advantages must be adopted to successfully enter the discount stores channels. The Strategy of promotion: it must coordinate to the distributor's promotions in order to successfully enter the discount stores channels.
Keywords：Food Processing Industry ; Market Segmentation ; Target Market ; Product Positioning ; The Marketing Mix 4P ; Resource-Based Theory
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