統一企業流通群－－尋找傳統通路的下一座新冰山

Searching for the Next Iceberg The Mission of the Logistic Group in the Uni-President Enterprise

為因應時代潮流與趨勢，統一集團無疑是台灣傳統產業轉型多角化經營最成功之企業之一。面對現代通路興起，傳統通路美景不在，身為傳統通路部門主管的林政德經理，力挽狂瀾扭轉乾坤，證明原有傳統通路若能有適當轉變與經營，仍然有美好的前景。 本個案以傳統通路所面臨之困境為主軸，透過個案主人翁──林經理對傳統通路之變革，以「填補客戶未被滿足之需求」為最高準則，整合各項資源，研擬策略，開創新通路與市場，再創佳績。 本文經由傳統通路結構之分類、產品／市場擴展方格來討論行銷策略中的市場區隔、維持競爭優勢策略之應用。以生產與行銷導向之異同來討論組織變革的議題。

It is no doubt that the Uni-President Enterprises is one of the most successful business entities in diversifying the operation of the traditional retail channel in Taiwan. As the modern sales channels become popular and competitive, the traditional retail channel gradually looses it capability for gaining profit. However, Manager Lin, the Supervisor of the Traditional Retail Channel Group, had different vision about the decaying trend. He believed, with proper upgrade and operation, the traditional retail channel still has bright future. The background of this case study is regarding to challenges that the traditional retail channel are facing today. Manager Lin’s revolutionary changes to the traditional retail channel are adopted for discussion in the study. Under the principle of “Meet Customers’ Unsatisfied Needs”, Manager Lin consolidates resources, defines strategies, opens up new channels and markets and eventually harvests sweet fruits. Furthermore, from the aspects of categorizing the structures of the traditional retail channel and expending the product market grid, this study also discusses the segmenting the market, applying the strategies for maintaining the competitive advantage. Authors also discuss issues relating to the organizational change from the viewpoint of differentiating the production-oriented and marketing-oriented.