The Research of The Marketing Strategies from The Perspective Of RBV and MBV : A Case Study Of Packaged Beverages of Taiwanese Company in South China

[[abstract]]市場研究公司AC Nielsen的2005年《放眼中國市場》報告顯示：2004年中國FMCG市場整體增長了7%。而2005年，中國零售業繼續保持穩定快速增長態勢。全年消費品零售總額達到67177億元，年增長12.9%。這股成長趨勢一直到了2012年，根據市場研究機構Kantar Worldpanel的《中國快速消費品市場趨勢與展望》報告顯示，2012年中國城市的FMCG市場銷售額增長了14%。 本研究使用焦點廠商之競爭性行動及營運策略與績效效果，並且用市場基礎觀點與資源基礎觀點之分析來探討在中國快速消費品市場上如何運用。依照中國華南區快速消費品排名前兩名之廠商。頂新集團與統一集團做為樣本。並運用訪談分析法與聯合知識庫蒐集2008自2012之市場統計資料。透過與觀察的方式整理相關資料研究分析。在與過程中透過取得初級與次級資料分析作脈絡性的內容歸納。本研究結果發現頂新與統一兩大集團在營運策略上有相似之處，在景氣差時都選擇市場基礎觀點的策略模式。而在景氣好時選擇資源基礎觀點的策略模式。[[abstract]]China retail industry kept a steady growth and the total sales of consumer goods reach 6717.7 billion. China FMCG sales grew by 12.9% in the 12 months to 2012. According to the report ‘’Looking to China’s market” by AC Nielsen published 2005 and the study shows that the china FMCG sales grew by 14% in “China Fast Moving Consumer Goods Trends and Prospects” by Kantar Worldpanel published 2012. In Ting Hsin International Group and Uni-President (within the top ranks of South China FMCG) are the main subject that uses to explore the China FMCG market which based on methods of market-based view and resource-based view. In this research lots of information is gathered from interview and udndata.com. In the result of research, Ting Hsin International Group and Uni-President are similar using resource-based strategy in prosperity and using market-based strategy in depression.[[note]]碩