探討行銷通路與品類對銷售促銷之調節效果研究－以調理食品品類為例

Abstract

本論文為探討調理品品類在實務促銷執行上所遭遇到的問題，在促銷費用的投入後相對產出的銷售表現，是否會受品類、通路的調節而有所影響。將所有的促銷費用分類成四種：廣告、通路促銷、人員銷售、消費者促銷；而通路區分為：軍公教聯社、量販店超市、傳統經銷商三種；而調理品品類中分五類：雞粉、味露、醬、湯、果凍粉。透過品類及通路效益探討其對銷售表現的調節作用，以其提供企業的管理階層於未來採行最適的促銷方法。

本研究結果發現品類類別對於促銷費用與品類銷售表現無任何的調節作用；通路類別對促銷費用的投入則具有部分調節作用，在品類中的湯在通路中的經銷商對於消費者促銷具有調節作用，且研究發現其消費者促銷對於品類銷售為為正向的影響；在其他的通路則為負向的影響。其餘的品類，如:味露，對於品類銷售現亦為負向的影響。

The purpose of this paper is to investigate the sales promotion strategy for the fiercely competition Fast Moving Consumer Goods (FMCG) industry. The sales promotion strategies are classified into four vehicles: Advertising, Trade promotion, Personal selling and Consumer promotion, and the marketing channels are limited to three main outlets: Post exchange (PX), Key account (KA) and General trade (GT). The culinary category has covered five sub-categories: Bouillon, Seasoning, Sauce, Soup and Jelly. This study tries to provide a decision framework for company in identifying the relationship among sale promotion, promotion expense, marketing channel and categories difference.

The result suggests that product category has no moderating effect on promotion expense and product sales, while the channel has partial moderating effect on promotion expense. The soup in GT channel has moderate effect on consumer promotion, and the effect is positive on sales performance. Other sub-category such as seasoning has negative effect of sales performance.