Research question: How should cosmetic companies develop marketing strategies for beauty products to appeal to men as a customers? Purpose:The purpose of this paper is to explore how marketing strategies of beauty products aimed  for men should be designed in order to appeal to potential and existing male customers. Furthermore the paper aims to identify strategic proposals that cosmetic companies should apply in creating marketing for men. Method:The case study is based on a qualitative research method with an inductive approach in which the data collected is done through semi-structured interviews and observations. Results: The results show that cosmetics companies should make use of marketing specifically intended for men to appeal as a consumer group. Furthermore, companies should adapt their marketing communications to coincide with men's preferences, interests and characteristics as well as to use market channels for highlighting product ranges intended for men. Limitations: The study of cosmetic companies presents itself on a national level, which means that the conclusion is aimed for the Swedish market and Swedish men. Theoretical and practical contributions: The theoretical contribution of this paper is to overlap the gaps identified in the literature between company and consumer. In order to do so, there must exist a correlation between the marketing mix, segmentation, positioning and target marketing. The practical contributions of this paper is to provide cosmetic companies with proposals of how they should adapt their marketing strategies to appeal to men as a consumer group on the Swedish market.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2016-08-08T18:24:50Z No. of bitstreams: 1 SOUZA_Thiago_2016.pdf: 2372088 bytes, checksum: 9af1c54e19780434125f0f315fefa0fd (MD5) / Made available in DSpace on 2016-08-08T18:24:50Z (GMT). No. of bitstreams: 1 SOUZA_Thiago_2016.pdf: 2372088 bytes, checksum: 9af1c54e19780434125f0f315fefa0fd (MD5) Previous issue date: 2016-03-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Due to the complexity of markets and intense competition organizations are looking for new ways to generate sustainable competitive advantage, that it is the competitive advantage that can not be copied in the short term by competitors. In this sense, the distribution channels emerge, which are the set of interdependent organizations involved in the process of making a product or service available for use or consumption. Integrating the distribution channel as intermediaries are wholesalers and retailers, who act as an important link between the industry and the end consumer. In general, these organizations carry out a number of elements of the marketing strategy in the distribution channel and so develop and maintain long-term relationships with partners and other channel members. The objective of this research is to identify how the elements of the marketing strategy influence on the aspects of the relationship. This study has as its core the wholesale distributor perspective, but also identifies the views of small food and retail industry. This research has qualitative and exploratory nature character, using as main methods the case study and the technique of critical incident. As a data collection instrument, we opted for the construction of semistructured in order to support the conduct of interviews. nine interviews were conducted, two in the distributor wholesaler four in food industries and three small retailers. For data analysis, we used the technical characteristics of the critical incident, content analysis and triangulation. The survey results identified the elements of the marketing strategy and relationship issues primarily from the perspective of distributor wholesaler. It has been found empirically that targeting influences the trust; the element influencing product partnerships and satisfaction; price element affects power / dependence, conflict, cooperation and satisfaction; element of marketing communication relates to investment, exchange of information and commitment; element distribution influences the conflict, among other relations. Ultimately, this study presents an analysis of the gaps / shortcomings as they relate to the elements of the marketing strategy developed by the wholesale distributor or the aspects of the relationship with food and small retail industry. Finally, we present the implications both managerial and theoretical, limitations and future research suggestions. / Devido a complexidade dos mercados e a intensa concorrência as organizações estão procurando novas formas de gerar vantagem competitiva sustentável, que trata-se do diferencial competitivo que não pode ser copiado em curto prazo pela concorrência. Nesse sentido, surgem os canais de distribuição, que são o conjunto de organizações interdependentes envolvidas no processo de tornar um produto ou serviço disponível para uso ou consumo. Integrando o canal de distribuição como intermediários estão atacadistas e varejistas, que atuam como importante elo de ligação entre a indústria e o consumidor final. Em geral, essas organizações realizam uma série de elementos da estratégia de marketing no canal de distribuição e para isso desenvolvem e mantém relacionamentos de longo prazo com parceiros e outros membros do canal. O objetivo desta pesquisa consiste em identificar como os elementos da estratégia de marketing exercem influência sobre os aspectos do relacionamento. Este estudo possui como elemento central a perspectiva do atacado distribuidor, mas também identifica as visões de indústria alimentícia e pequeno varejo. Esta pesquisa possui caráter qualitativo e cunho exploratório, utilizando como principais métodos o estudo de caso e a técnica do incidente crítico. Como instrumento de coleta de dados, optouse pela construção do roteiro semi-estruturado como forma de apoio à condução das entrevistas. Foram realizadas nove entrevistas, sendo duas no atacadista distribuidor, quatro em indústrias alimentícias e três em pequenos varejos. Para análise de dados, utilizou-se das características da técnica do incidente crítico, análise de conteúdo e triangulação. Os resultados da pesquisa identificaram os elementos da estratégia de marketing e os aspectos de relacionamento primordialmente sob a ótica do atacadista distribuidor. Verificou-se empiricamente que a segmentação exerce influência sobre a confiança; o elemento produto influencia parcerias e satisfação; elemento preço afeta poder/dependência, conflito, cooperação e satisfação; elemento comunicação de marketing se relaciona com investimento, troca de informações e compromisso; elemento distribuição exerce influência sobre o conflito, entre outras relações. Em última instância, este estudo apresenta a análise sobre os gaps/lacunas no que se referem aos elementos da estratégia de marketing desenvolvidos pelo atacado distribuidor ou nos aspectos do relacionamento com a indústria alimentícia e pequeno varejo. Por fim, são apresentadas as implicações tanto gerenciais quanto teóricas, limitações e sugestões de pesquisas futuras.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T18:44:27Z No. of bitstreams: 1 CARVALHO_Nayara_2017.pdf: 84692541 bytes, checksum: 15af8e39be8e7f1ab3d7d308a3ade36e (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T18:44:35Z (GMT) No. of bitstreams: 1 CARVALHO_Nayara_2017.pdf: 84692541 bytes, checksum: 15af8e39be8e7f1ab3d7d308a3ade36e (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-06-01T18:44:42Z (GMT) No. of bitstreams: 1 CARVALHO_Nayara_2017.pdf: 84692541 bytes, checksum: 15af8e39be8e7f1ab3d7d308a3ade36e (MD5) / Made available in DSpace on 2017-06-01T18:44:50Z (GMT). No. of bitstreams: 1 CARVALHO_Nayara_2017.pdf: 84692541 bytes, checksum: 15af8e39be8e7f1ab3d7d308a3ade36e (MD5) Previous issue date: 2017-03-10 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / The streets historic cities are designed to support only the traffic of animal-dragged vehicles and few pedestrians. However, the heavy flow of vehicles in these cities leads to negative impacts for city logistics and for the preservation of its built heritage. These impacts are more perceived in the historical center, which is the oldest place in the cities, usually characterized by narrow streets, winding trails and, in some cases, sloping terrain, in addition to being the place where there is a predominance of commercial and administrative activities. A possible solution to minimize these impacts, particularly those related to freight transport, is the implementation of an Urban Distribution Center (UDC). However, prior to the effective implementation of a UCD, it is necessary to do a study about the conditions that may favor its use and to understand the views of stakeholders involved directly or indirectly in this process. The main objective of the study is to analyse the relevant criteria to be considered in the implementation of a CDU to supply the Brazilian historical cities, taking the example of the historic center of Ouro Preto, which is considered a reference to the other historical cities. For this, based on the perception of sustainability (economic, social and environmental), technical and historical criteria reported in the literature, is done a survey with retailers, carriers, residents, and municipal guards of Ouro Preto. Five semi-structured interviews are also carried out: three with public authorities related to freight traffic in the city, one with a manager of the commercial association and another with the head of the office of Iphan, a Federal autarchy that aims to ensure the preservation of the historical heritage of Ouro Preto. To find the relevant criteria, a descriptive analysis and a factor analysis is applied. Moreover, the qualitative analysis of interviews, and the literature review will be used to correlate the results. It is concluded that residents and municipal guards have similar point of views while retailers and carriers diverge opinions among themselves and among the other agents. The carriers have also shown against the existence of the negative impacts of transport. The variables that presented at least 75% of agreement among all the agents were: increase of the level of service; local prosperity; total investments and costs; use of technologies and vehicle size. The factors found for retailers and residents showed little correlation, reinforcing the different points of view of these agents. However, it should be noted that the most striking factor for both agents was related to the concern for the preservation of historical patrimony, by representing 14.31% of the variance in the set of all variables of the retailers and 21.12% of the common variables of the retailers; in the case of residents, this factor explained 23,38% of the all variance. / As vias das cidades históricas foram projetadas para suportar apenas o tráfego de veículos de tração animal e poucos pedestres. Entretanto, o fluxo intenso de veículos existente nessas cidades acarreta impactos negativos tanto para a logística urbana quanto para a preservação do seu patrimônio. Esses impactos são mais percebidos nos centros históricos, isto é, o local mais antigo das cidades, geralmente caracterizado por ruas estreitas, traçado sinuoso e, em alguns casos, terreno inclinado, além da predominância de atividades comerciais e administrativas. Uma possível solução para conter tais impactos, particularmente aqueles relacionados ao transporte de carga, é a instalação de um Centro de Distribuição Urbana (CDU). Contudo, antes da implantação efetiva de um CDU é preciso estudar as condições que possam favorecer o seu uso e entender a visão dos agentes envolvidos direta ou indiretamente nesse processo. Posto isso, o objetivo principal do estudo é analisar os critérios relevantes na implantação de um CDU para atender cidades históricas brasileiras, tendo como exemplo o caso do centro histórico de Ouro Preto, considerada como cidade referência para as demais cidades históricas do país. Para isso, utilizando como base a percepção de critérios de sustentabilidade (econômicos, sociais e ambientais), técnicos e históricos identificados na literatura, é realizada uma survey com os seguintes agentes: varejistas, transportadoras, residentes e guardas municipais. Também são realizadas cinco entrevistas semiestruturadas: três com autoridades públicas relacionadas ao tráfego de veículos de carga na cidade, uma com um representante da associação comercial e outra com o chefe do escritório do Iphan, autarquia federal que visa assegurar a conservação e preservação do patrimônio histórico de Ouro Preto. Para encontrar os critérios relevantes, é aplicada a análise descritiva e a análise fatorial exploratória. A análise qualitativa das entrevistas, unida ao material bibliográfico foi utilizada para corroborar os resultados encontrados. Conclui-se que residentes e guardas municipais possuem pontos de vista semelhantes enquanto varejistas e transportadoras divergem opiniões entre si e em relação aos demais agentes. Os motoristas de veículos de carga também atenuaram a existência dos impactos negativos do transporte. As variáveis que apresentaram pelo menos 75% de concordância entre todos os agentes foram: aumento do nível de serviço; prosperidade local; total de investimentos e custos; uso de tecnologias e tamanho do veículo. Os fatores encontrados para varejistas e residentes apresentaram pouca correlação, reforçando os diferentes pontos de vista desses agentes. Ressalta-se, porém, que o fator mais impactante para ambos agentes foi o que estava relacionado à preocupação pela preservação do patrimônio histórico, representando 14,31% da variância no conjunto de todas as variáveis dos varejistas e 21,12% das variáveis comuns dos varejistas; no caso dos residentes, este fator explicou 23, 38% da variância.

Made available in DSpace on 2016-06-02T19:51:27Z (GMT). No. of bitstreams: 1 DissLVDB.pdf: 1159653 bytes, checksum: dc3a84fd7edd7e22477398dbf4d02360 (MD5) Previous issue date: 2006-10-26 / Financiadora de Estudos e Projetos / This work, through a multi-case study, aimed to identify the success key-factors of the companies who operate the flowers electronic retail business. Such analysis adopts as a parameter the strategies of marketing-mix and logistic used by the sector in question. In this context, this work aimed to find out the performance targets prioritized by the companies and its stakeholders. The Identification of the flowers electronic retail success key-factors focus on elaborating recommendations to improve the performance of the flowers electronic retail companies as well as of companies which directly or indirectly relate to them. To do so, this work has basis on both the theoretical revision and the empirical analysis. The bibliographical revision approaches the theories related to the distribution channels, electronic commerce, marketing-mix, logistic, performance targets and success key-factors. The empirical analysis, through a multi case study with four flowers electronic retail companies, using an personal interview with a specialist in flowers trading and an author s observation, intended to verify the gap between the theory and practice in this type of enterprise. Finally, the elaboration of suggestions and recommendations to the retail companies is made based on the intersection of the two dissertation basis: the bibliographical revision and on the empirical analysis. / Este trabalho, através de um estudo multicaso, identifica os fatores-chave de sucesso das empresas que operam o varejo eletrônico de flores. A análise tem como parâmetro as estratégias de marketing-mix e de logística utilizadas pelo setor. Na seqüência, buscam-se os objetivos de desempenho priorizados pelas empresas e por seus stakeholders. A partir da identificação dos fatores-chave de sucesso do comércio eletrônico de flores, são feitas recomendações para a melhoria do desempenho tanto das empresas que operam esse formato de varejo como daquelas que, de maneira direta ou indireta, relacionam-se com essas companhias. Para tanto, o trabalho tem sustentação na revisão teórica e na análise empírica. A revisão bibliográfica aborda as teorias relacionadas aos canais de distribuição, comércio eletrônico, marketing-mix, logística, objetivos de desempenho e fatores-chave de sucesso. A análise empírica reúne um estudo multicaso com quatro empresas que operam o varejo eletrônico de flores, entrevista pessoal com um especialista em mercado de flores e uma observação participante do pesquisador. Buscou-se verificar a lacuna entre a teoria e o que realmente ocorre nesse tipo de empreendimento. Por fim, a elaboração de sugestões e recomendações às empresas varejistas é feita a partir da junção das duas bases da dissertação: revisão bibliográfica e análise empírica.

Denna studie behandlar ideella organisationer inom den svenska ideella sektorn samt deras prioriteringar av val i marknadsföring i form av marknadsföringskanaler och marknadsföringsmetoder. Ideella organisationer bedriver verksamhet utan vinstsyfte och har ofta som mål att sprida ett budskap, en vision, ett uppdrag eller att hjälpa till i olika sammanhang. På detta vis skiljer de sig ofta ganska mycket från mer kommersiella organisationerna. Utan att lägga resurser på insamlingskostnader, däribland marknadsföring, så når ideella organisationer inte ut till givare, vilket innebär mindre likvida medel till ändamålet. Det finns därför en avvägning att göra i hur mycket som ska fördelas åt marknadsföringen inom en ideell organisation eftersom målet är att kostnaderna ska hållas till ett minimum och att merparten av insamlade medel ska nå ändamålet. Teorierna som behandlas i denna studie är NPO Marketing mix, som är en variant av den klassiska Marketing mix modellen, anpassad för ideella verksamheter. SOEP-modellen som är en variant av den klassiska PESO-modellen samt ICT: capacity and barriers, som behandlar olika typer av barriärer som ofta förekommer hos ideella verksamheter. Dessa teorier ligger till grund för hur empirin har analyserats och har hjälpt till att besvara frågeställningen. Metoden är av en kvantitativ ansats med en tvärsnittsdesign där enkäter samlats in från 112 ideella organisationer av totalt 431 aktiva organisationer, alla med en 90-konto stämpel.  Slutsatsen som denna studie kommit fram till är att delad media är det primära kanalvalet bland ideella organisationer på den svenska ideella marknaden. Anledningen till detta beror främst på att resurser i form av pengar och personal anses som den största barriären för ideella verksamheter. Det var även tydligt att syftet med organisationen var den primära faktorn till varför ideella organisationer upplever att givare fortsätter att donera. Trots detta kunde det konstateras att relationen med givarna också är en essentiell faktor som bidrar till donationer. Denna studie visar således på att 25 %-taket som Svensk Insamlingskontroll satt upp inte upplevs som ett hinder för de flesta ideella verksamheter då dessa lär sig att anpassa sig utefter de restriktioner som finns. Slutligen kan denna studie bekräfta, likt tidigare studier kring detta ämne, att marknadsföringsmetoderna SNS och WOM är de mest populära bland ideella organisationer. / This thesis sets out to analyse non-profit organizations, operating within the Swedish non-profit sector, whom are prioritizing various forms of marketing channels and marketing methods to capitalize on monetary, as well as profitable gains. Non-profit entities are ultimately driven, without a definitive end goal, to maximise financial yield for their own economic progression. Instead, non-profits presently serve purposes of spreading an often positive message, a revolutionary vision or simply that they aim to achieve a goal in which areas of need are attended to, nurtured and re-fulfilled. Without allocating resources to the objective of monetary collection, such as differing marketing avenues, non-profit organisations cannot expect to reach and affect their supporters to act on their behalf (donation or volunteering). This creates a demand within the non-profit sector to balance face value costs and assemble trade-offs when choosing to engage in marketing activities, seeing as their final goal, as established, is to provide as much financial support to aid selected areas of need. The theories used in this thesis include the NPO Marketing mix, which is a variant of the classical Marketing mix model, customized specifically to fit non-profit organizations. In addition to this is the SOEP-model, which originates from the PESO-model, and is a rearranged order of how one prioritizes media types and content to suit the non-profit sector. Finally there is ICT; capacity and barriers, which includes different kinds of barriers and obstacles that occur in the non-profit sector. These theories are fundamental for how the empirical data has been analysed and how the issue, in this thesis, has been addressed. The method in which this thesis has been conducted is that of a quantitative survey design, in which 112 surveys were collected from a total of 431 non-profit organizations within the Swedish non-profit sector, all with the “90-konto” label.  The conclusion that this thesis came to was that shared media is the primary channel choice among non-profit organizations within the Swedish non-profit market. The reasoning behind this is mainly due to the fact that resources, in the form of capital and manpower, are considered as the biggest barrier for Swedish non-profits when pursuing marketing activities. It was also clear that the organization's sole purpose was the primary factor for why non-profit organizations feel that donors continue to donate. Despite this, it could be stated that the relationship with such donors is also an essential factor which contributes to donations, since it is the initial step in building trust and constructive recognition. This study thus shows that the 25%-ceiling set by the Swedish fundraising control is not perceived as an obstacle for most non-profit activities as they have learnt to adapt to the existing restrictions. Finally, this study can confirm, like previous studies on this topic, that the SNS and WOM marketing methods are the most popular among non-profit organizations.

Syftet med studien var att undersöka hur konsumenter ser på spelbolagens marknadsföring generellt men i synnerhet inom generationerna X&Y. Studien har genomförts med en kvalitativ metod med semistrukturerade intervjuer med åtta informrmanter, fyra från generation X och fyra från generation Y. Det insamlade materialet analyserades sedan med hjälp av tematisk analysmetod. Studien resulterade i att sex av åtta informanter upplever spelreklamen som negativ eftersom den, enligt dem inte är måttfull. Samma sex informanter upplever inte heller att de blir särskilt påverkade av den spelreklam som de utsätts för. Två informanter tillhörande generation Y ansåg att spelreklamen har en positiv påverkan på dem, vilket troligen kan förklaras med att båda informanterna är konsumenter av spel. / The purpose of this thesis is to investigate how consumers view online gambling companies and their marketing generally but in particular within the generations X&Y. This thesis uses a qualitative method with semi structured interviews with eight informants, four from generation X and four from generation Y. The collected material is later analysed with the help of a thematic analysis. The result of this thesis shows that six out of eight informants are experiencing gambling commercial as something negative since it’s, according to them not moderate. The same six informants are also experiencing that the online gambling marketing isn’t affecting them. Two of the informants belonging to generation Y felt that the gambling marketing can have a positive effect on them, which can be explained by the fact that both informants are consumers of online gambling. This thesis is written in Swedish.

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Thesis (MScAgric)--Stellenbosch University, 2000. / ENGLISH ABSTARCT: The Law on the Marketing of Agricultural Produce (no 47 of 1996) introduced a new era in the marketing of deciduous fruit. Previously the producer was obliged by statute to deliver his deciduous fruit to Unifruco, the sole agent of the Deciduous Fruit Board, for exports to the overseas markets. In this era of statutory marketing control the producer could only take decisions about his product up to the point where it left the farm gate. In the deregulated marketing environment, the producer can now, however, control the marketing of his products until it reaches the end consumer abroad. The purpose of this thesis is to identify the factors, processes, opportunities and possible pitfalls with which the individual producer now has to contend, and to describe them qualitatively in order to enable him to decide how he will market his products in the environment of a deregulated market. In order to make a decision, the producer must have a vision and goals to achieve. The different facets in formulating these are discussed. The different decisionmaking phases that are employed interactively, to facilitate the making of a marketing decision, are investigated and clearly stated. These phases include the preparatory phase, the investigation of the distribution channel, as well as that of agents, the different marketing alternatives and eventually the actual taking of interactive marketing decisions. It has become quite clear, through the research done, that in future, the sustainability of every producer of deciduous fruit will be determined by his ability to make informed marketing decisions, and to adapt to the new marketing environment. / AFRIKAANSE OPSOMMMING: Die Wet op die Bemarking van Landbouprodukte (No 4 7 van 1996) het 'n nuwe era in die bemarking van sagtevrugte ingelei. In die verlede was die produsent statuter verplig om sy sagtevrugte aan Unifruco, alleenagent van die Sagtevrugteraad, te !ewer vir uitvoer na die buiteland. Die produsent het in die era van statutere bemarkingsbeheer dus slegs besluite ten opsigte van sy produk geneem tot waar dit die plaashek verlaat. In die gedereguleerde bemarkingsomgewing kan die produsent egter nou self besluite neem oor die bemarking van sy produk tot waar dit in die buiteland die hande van die eindverbruiker bereik. Die doel van die tesis is om die faktore, prosesse, geleenthede en moontlike slaggate waarmee die individuele produsent nou te kampe het, te identifiseer en kwalitatief te beskryften einde horn in staat te stel om te besluit hoe hy sy vrugte in die gedereguleerde bemarkingsomgewing kan bemark. Vir di.e neem van besluite is dit noodsaaklik dat 'n produsent 'n missie en doelstellings het. Die verskillende fasette by die opstel daarvan word bespreek. Die verskillende besluitnemingsfases wat interaktief aangewend word om die bemarkingsbesluit te neem, word ondersoek en uitgespel. Dit sluit in die voorbereidingsfase, die ondersoek van die distribusiekanaal, die ondersoek na agente, die verskillende bemarkingsalternatiewe en dan die neem van die interaktiewe bemarkingsbesluite. Uit die ondersoek is dit duidelik dat elke sagtevrugteprodusent se volhoubaarheid in die toekoms bepaal sal word deur sy vermoe om ingeligte bemarkingsbesluite te kan neem en dus by die nuwe sagtevrugtebemarkingsomgewing aan te pas.

我國財產保險業之簽單總保費收入為新台幣1,141.05億元，其中汽車保險之簽單保險費收入為新台幣573.34億元，佔我國財產保險業簽單總保費收入的50.25%，故汽車保險之簽單保險費收入於九十五年仍居財產保險市場各險種之冠。同時汽車保險業務量占全體產險業務量的比重，近十年來一直維持在45%～55%之間，由於汽車險業務量之消長與品質關係著保險公司經營的績效。而業務消長與品質良窳又跟行銷通路緊密相關。現今如能掌握住通路即能掌握業務，然而如何選擇良好通路及經營，對保險公司而言，是非常大的考驗與挑戰。 金融控股公司法於2001年六月二十七日經立法院三讀通過後，並於同年十一月一日起正式實施，自此台灣金融相關產業正式邁入戰國時代，大型金融控股公司紛紛成立。各金控業者藉由本身銀行、證券、產險及壽險等子公司在資源整合下，冀能發揮綜效，以達到較佳的經營糢式。 台灣汽車保險保費成長在經歷2005年達到近十年來的高峰後，2006年受到銀行雙卡壞帳緊縮消費金融的影響下，汽車經銷商新車銷售呈現大幅衰退，直接衝擊到汽車保險保費的收入與成長，因而導致2006年汽車保險保費首次呈現衰退。若高度依賴車商保代的業者，將受到同樣衰退命運，然而若業者能提前佈局多元化行銷通路，其受到衰退的影響就相對輕微，甚至部份業者的業績仍然能夠逆勢成長。有鑑於此，產險業者如何透過加入金控或開拓與壽險、銀行等合作，藉以提升業務成長，益顯重要。 本研究係以個案公司加入金控後銀行通路經營績效加以分析，確實發現產險公司若能充份發揮自身優勢與定位，爭取加入金控，藉由金控所屬子公司廣大的銷售人力及通路據點，對汽車險業務的經營績效有很大的綜效。 / Motor insurance business has played an important role in the Taiwan non-life insurance industry. The total written premium income for Motor insurance in 2006 amounted to NT$57.334 billion, which accounts for 50.25% of the overall premium income of non-life insurance industry in Taiwan. In the meantime, the business portfolio of Motor insurance to 　that of non-life insurance has been maintained at 45% - 55% over the past ten years. The quality of Motor business is significantly related to the business performance and is also closely linked to the marketing channels of the non-life insurance companies. As such, the selection of appropriate marketing channels, which is certainly a great challenge, will have predominant influence to the business performance of a non-life insurance company in Taiwan. Since the Financial Holding Company Law went into effect officially in November 2001, there are quite a number of mega financial holding companies were established afterwards. The aim of financial holding company is to integrate their respective resource among their banking sector, securities sector, non-life insurance sector, and life insurance sector, so as to achieve the synergy and to build up better business operation model as well. The premium growth for the motor insurance in 2005 has achieved the highest record nearly a decade. In 2006, the new car sales were serious impacted by the dual cards crisis (credit cards and cash cards). This certainly led to the motor premium income was first time ever reduced in the past five years. Non-life insurance companies will suffer the same of the recession as mentioned for their motor business if they highly rely on the marketing channel through the car dealers. However, the impact on the motor business could be mitigated for non-life insurance companies if they are able to explore new multi-marketing channels along with good results. The premium growth can be also anticipated for those non-life companies if they can make good use of these channels. In view of this, it will be very important for non-life insurance companies to achieve better performance by way of joining financial holding company as a subsidiary and establishing a strategic alliance with life insurance companies or banks from now on. This research is focusing on the case studies of the banking and financial holding maketing channels, for the Motor insurance business performance of the non-life insurance company. With the findings of this case study after detailed analysis, we come to conclusion that after joining the holding company, non-life insurance company can improve the business performance of synergy to a great extent for their motor insurance business by way of making full use of the sales force as well as point of sales among the subsidiaries of holding companies.

臺灣地區蘊藏的天然資源不多，對外銷的倚賴度偏高；而國際化過程中，密切掌握顧客的需要，做好價值單元的管理，是企業得以成功的關鍵；而就近年來宏基、統一等企業購併歐美公司的案例來看，通路往往是企業最主要的考量；行銷通路是生產者與消費者之間主要連結的管道，而這种管道的建立通常必須花費相當多的時間與資本，是其他競爭對手不易模仿者，可形成企業的競爭優勢。本研究嘗試以內外部環境因素、通路管理、通路績效對國際行銷通路進行探討，希望能達成以下目的： 1.探討內外部環境因素對通路結構、政策及通路管理的影響。 2.探討通路結構、政策、通路管理的決策。 3.探討通路結構、政策與通路管理對通路績效的影響。 4.探討企業體進行國際化時，通路結構、政策與通路管理方式的變化與演變，以及對通路績效的影響。 本研究採用個案研究法進行，以我國的高科技產業，特別是電子資訊業具有外銷實績的廠商作為研究的對象。研究結果發現： 就通路結構而言：當地通路結構反映了當地顧客的消費行為，因此與當地通路結構的搭配極其重要；應使企業資源、規模與市場規模間密切的配合，以發揮競爭上的優勢；較小的企業可選擇採出口、經銷商、分公司等循序漸進的方式進入市場，在獲利與風險間取得一個平衡；重視產品特性與通路管理間的組合，視產品特性選擇不同的通路長度。通路商的選擇則以銷績效、信用與財務狀況最受重視，而綜效的發揮也是企業先擇通路夥伴時重要的考量之一。 而就通路管理而言，高控制力的通路一般擁有較佳的績效；而其中實質的作業支援是對強化通路成員關係最直接的方式；近年來資訊業來逐次降價的趨勢，使通路管理中的價值單元管理更為重要；而當企業因企業的發展而須對通路結構進行調整時，原有通路結構與成員的管理問題須格外注意。 / For lack of Natural Resoure in Taiwan, the dependency of exporting is much higher; It is the key successful factor that a copany keep the needs of customers and execute value-chain management well in the process of internationalization; It is channel why some well-known companies, such as Acer Group, President Group etc., merged foreign companies; Marketing channels is the way to connect producers and customers, difficult to build, costing and time-consuming, theefore, it can become the competitive advantage. In the research, internal and external environment factors, channel structure, channel management, channel performance will be discussed. The major objects includes: 1. discuss the effects among environment factors, channel structures channel policies, and channel management. 2. discuss the decisions of channel structuresm channel policies,and channel management. 3. discuss the effects of channel structures, channel policies, and channel management to channel performance. 4. discuss the changes of channel structures, channel policies, and channel management in different stages of internationalization. The research is analyzed through cade study, and the primary data were collected form hi-tech manufacturers, especially from computer and electronic manufactures. The empirical findings are summarized as follows: For channel Structures: The channel structures reflect local buying behaviors, then a company should depend on comany resources and company size to select the best mode to enter. A small-scale company could enter a foreign market through exporting, distributors, branch offices, step by step; in other words, the optimal entry mode is considering between profits and risks. The channel length depends on the complexity of products. The most important factors to select channel members are selling performance and credit status, moreover, the synergy effect is another key factor. For Channel Management: The channel in higher control performs better generally. The relationship among channel members could be hardened by substantial operation support directly. Recently, it is common for the prices of electronic products to slump step by step, thus the value-chain management is more important. Facing the changing of channel structures, it should pay more attention to the channel management of original members.