酪農品牌創立的行銷策略分析-以鮮乳公司為例

Abstract

本論文使用藍海策略的四項行動架構來分析個案公司創造出的新價值曲線， 同時也使用策略草圖與價值鏈分析，探討其關鍵成功因素，並結合產業、環境與 政策因素，對個案公司面臨的機會與挑戰提出經營策略的建言，最後並針對政府 政策提出相關建議。本研究總結個案公司的關鍵成功因素為:  食安風暴後，顧客對食安的顧慮給與個案公司極佳機會  以品牌經營者角色進駐微風超市與非典型通路  以獸醫師專業深入參與牧場經營  無添加無調整、單一牧場保證、社會企業角色  創造需求與品質指標  與政府合作尋求降低成本 個案公司的，除了維持高於業界的品質外，更是比其他小農品牌更用心於品 牌的經營，然台灣開放外國牛乳進口與其他牧場紛紛仿效自創品牌，個案公司應 確立自身的核心競爭優勢，成為資源整合者，並開創新的藍海商機。

This thesis analyzed what the new value curve had the Case Company created, and also used the four actions framework of the Blue Ocean Strategy, the Strategy Sketch and the Value Chain Analysis to explore the success factors. Combining with the factors of industry, environment and policies, the thesis suggests business strategy of the opportunities and challenges that the Case Company has faced. Finally, recommendations are made for government policies. The study concludes the key success factors of the Case Company as bellow:  The customer's concerns about food security give the case company an excellent opportunity after the food safety.  To the role of brand operators stationed in breeze supermarkets and atypical channel.  Deeply participate in ranch management with the role of veterinarian.  Each bottle of fresh milk is from single milk source、No added and No adjustment.  Continue to create demand and quality indicators.  Cooperate with government to reduce costs The quality of the Fresh milk of the Case Company is higher than industry standard. They also put more effort on brand management than other individual brand. The Case Company has to create the core competitive advantages that new competitors can not imitate, and become a resource integrator to create a new blue ocean world.