| Summary: | 碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 104 === Recently, based on health and advocating nature. Entire world started using essential oils - Trend of natural organic extracts, lead to increased market demand. The rapid change in market, technology and social environment caused severely competition that makes companies to face a variety of increasingly complex business problems. In the past rely on the management methods of “common sense” judgment and intuitive responses. That has been unable to cope with the current business placed problems. At present the essential oil relevant literatures are mostly establish in constituents, the effects of physical and mental for human and animal, and the researches of health and effectiveness. With respect to the Taiwan Importers operating essential oil industry lacks integrity and systemic understanding and the overall concept. The essential oil importers face to the competition environment and how to get the keys of competitive advantage to run a successful business and sustainable developing the industry. The purpose of this study is to find out the Taiwan essential oil importers’ "critical success factors", for providing industry the reference of policy layout, making its own limited resources to do the best configuration.
This study is used "in-depth interview" of qualitative research, interviews the six of essential oil imports are operating over 12-years of experience, to Obtained the 16 KSFs of operating essential oil imports, then ask these six importers by questionnaire of these 16 KSFs to get the 6 of most representative KSFs for managing the Essential Oil Importers Merchant as follows: (1) The manage ability of business owners; (2) Product quality; (3) Professionals; (4) Selection and management for the suppliers; (5) Marketing channels; (6) Technology development.
Based on the above results, this study presents five proposals for industry reference:
(1) Business owner transmutes accurately the business philosophy, business objectives and other information to the employees and directs and leads them together to complete objectives, in addition to business owners must have the corporate R & D capabilities, production management, marketing ability, financial ability and organizational management skills.
(2) Good quality and low price is the key factor for customer sustains purchasing. Customer always purchases shop around more. In addition to price, quality is good or bad that sometimes overrides above the price. In the situation of the price differ not much, the good quality products will often win.
(3) Enterprises must actively cultivate professionals. The essential oil importers must have some qualifications that refer to the professionalism, ethics and competence. The high professional staff can enhance efficiency and reduce costs.
(4) The choice of Suppliers must be by their own characteristics and business development. The general businesses use four assessment factors for price, quality, delivery and service, in order to achieve low-cost and high-quality goals.
(5) The marketing channels of essential Oil importers usually through Physical channel, e-commerce channel, wholesale distribution channel, cross-border channel to sell products, by analyzing the overall and channel positioning, to develop the strategy of brand, so marketing strategy can be fully realized in the store. Continue to develop the potential path, which must rely on strict marketing system and benefit rules.
(6) Essential oils has its unique composition and biological activity, can be widely used in various fields, such as medicine, cosmetics, feed and food industries, and therefore there is a lot of technological development in the field, if you can grasp the new application of technologies will have a nice place to be.
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