本案例介紹台灣 GTA 公司代理韓國天然食品的故事,讓同學瞭解一個企業尋找國外產品代理的過程及銷售規劃的模式。個案首先探討 GTA 公司老闆的食安想法以 及韓國泰光食品公司(TK Food)二代接班人想擴展國外事業版圖的心路歷程。接 著介紹代理商對行銷通路的選擇與定價策略,其次,探討在代理品牌過程中遇到的 瓶頸,像是市場上的類似產品眾多及削價競爭等。希望藉由此案例研討,能讓同學 進一步了解產品代理與行銷策略的實務議題。本文後半段個案討論的部分,說明了 教學目標與課程,討論問題及文中各角色介紹,也提供教學建議及理論之分析,有 助於教授們教學之參考及同學們課程討論,讓同學們研究此個案後能了解品牌代理、 行銷策略等商業模式運作。

This case describes Taiwan GTA company being an agent of Korean natural food, so that students can understand the process of looking for a business agent of foreign products .First, the case discusses the idea of food safety of GTA’s CEO and Korean TK Food company second-generation successor, wanted to expand overseas territory. Second, introduce the agents to marketing channels selection and pricing strategy. Then, investigate bottlenecks encountered during the brand agency, like many similar products on the market and price competition, etc. We hope that through this case study, allowing students to learn more about the substantive issues of marketing strategies and brand agents. The next half of the case study has discussed to describe the teaching objectives and curriculum, to discuss various characters, the problems and the text also provide teaching suggestions, the background recommendations and theoretical analysis to help the professors teaching reference and the students class discussion so that the students where can understand the essence of entrepreneurship with the study of this case, to create lies of value.

3.1、中文部份
林建煌(2011),《行銷學》,華泰書局
代理(民法第一○六條) (2010),《民法》,三民書局
陳嘉宏(2006),《台灣沖調養生類食品產業分析概況分析》

3.2、英文部份
Paul Zane Pilzer(2007),《The Wellness Revolution》,John Wiley and Sons
Jerome McCarthy(1960),《Basic Marketing》,Homewood
Philip Kotler(1994),《Principles of Marketing》,Pearson Education Inc.
Osterwalder & Pigneur(2010),《Bussiness Model Generation》 ,John Wiley and Sons
Magretta(2011),《What Management Is》,Profile books
Winstanley, Michael J. (1983) ,《The Shopkeeper's World》, Manchester University
press

3.3、網站部份
梁信軍(2012),復星集團 CEO,
http://blog.sina.com.cn/s/blog_45a7fb080102vf4y.html 創市際市場研究顧問 (2011),http://www.insightxplorer.com/index.html
台灣食品保護協會 (2010),《何謂天然食品? 》,http://www.tafp.org.tw/