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研究生： 張熙嫻
Sisian Chang
論文名稱： 營養師網紅的創業計畫
Business Plan of Nutritionist Influencer
指導教授： 吳文傑
Wu, Jack
口試委員: 連賢明
Lien, Hsien-Ming
陳妍蒨
Chen, Yen-Chien
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 42
中文關鍵詞： 網紅 、營養師 、關鍵意見領袖
外文關鍵詞： influencer, nutritionist, KOL
DOI URL： http://doi.org/10.6814/NCCU202201028
相關次數： 點閱：154  下載：0 
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    • Recently, more companies need nutritionists as their ambassador to ensure their product quality. Especially health supplements, which grew 140% since COVID-19 in 2020. The influencer marketing market continues to grow rapidly during the pandemic, while 77% of companies expect to invest in influencer marketing budgets in 2022.

    My business plan is to promote a nutritionist as a key opinion influencer (KOL). Recognizing the problem that pregnant women have difficulty in accessing and identifying the correct pregnancy information because of the large amount of information on this topic out there, I plan to provide authentic knowledge of maternal health and child health through social media channels like Facebook, Instagram, and YouTube.

    The mission is to provide reliable and useful information on social media for pregnant women to access the correct information regarding their pregnancies. In addition, this will also prove to be a profitable business and come out to a complete business model for this company.

    1. Executive Summary 1
    2. Business scenario 4
    3. Market Insight 5
    3.1. The general market index in Global and Taiwan 5
    3.2. Medical KOL market in Taiwan 7
    3.3. Market potential 7
    4. Marketing Plan 9
    4.1. Customer segment 9
    4.2. Value proposition 10
    4.3. Customer relation 11
    4.4. Competitors’ analysis 12
    4.4.1. SWOT analysis 13
    4.5. Channel 14
    4.6. Key activity 15
    4.6.1. Current activity 15
    4.6.2. Future activity-online 15
    4.6.3. Youtube video strategy 16
    4.6.4. Future activity-offline 17
    4.7. Marketing advertising strategy 17
    5. Key resource 19
    6. Key Partners 20
    7. Cost structure 23
    7.1. Set up-General operational expense 23
    7.1.1. Office fee including electricity, water, renting 23
    7.2. Content generation and video production 24
    7.2.1. Payment to professionals 24
    7.3. Business development cost 24
    7.4. Marketing advertising cost 24
    7.5. Media management cost 24
    7.6. Employee and specialist salary 25
    8. Income channels 27
    8.1. Subscription 27
    8.1.1. Membership subscription 27
    8.2. Product placement fee - video, article, ambassador 27
    8.3. Commission of selling product via self-media channel 27
    8.4. Ticketing income from workshops and events 27
    8.5. Target 28
    9. Pricing Policy 31
    9.1. Pricing policy for product placement 31
    9.2. Pricing policy for product ambassador 31
    9.3. Pricing Policy: Direct Segment Discrimination 32
    9.4. Price elasticity of demand for KOL market 32
    10. Operational Plan 34
    10.1. Organization 34
    10.2. Timing 34
    10.2.1. Setting company 34
    10.2.2. Schedule and goal 34
    10.3. Vision 37
    11. Appendix 38
    11.1. Business model canvas 38
    11.2. Present situation analysis 38
    11.3. Business Concept 39
    11.4. FAQ 39
    11.5. Empathy Map 40
    11.6. Value Chain 40
    12. Reference 41

    [1]. Greil, A., McQuillan, J., Lowry, M. and Shreffler, K., 2011. Infertility treatment and fertility-specific distress: A longitudinal analysis of a population-based sample of U.S. women. Social Science & Medicine, 73(1), pp.87-94.
    [2]. Hudson DB, Elek SM & Fleck MO (2001) First-time mothers’ and fathers’ transition to parenthood: infant care self-efficacy, parenting satisfaction and infant sex. Issues in Comprehensive Pediatric Nursing 24, 31–43.
    [3]. Huang, M., Sun, Y., Gau, M., Puthussery, S. and Kao, C., (2019). First-time mothers’ experiences of pregnancy and birth following assisted reproductive technology treatment in Taiwan. Journal of Health, Population and Nutrition, 38(1).
    [4]. Kuo, S., Chen, Y., Lin, K., Lee, T. and Hsu, C., 2009. Evaluating the effects of an Internet education programme on newborn care in Taiwan. Journal of Clinical Nursing, 18(11), pp.1592-1601.
    [5]. Lugina HI, Christensson K, Massawe S, Nystrom L & Lindmark G (2001) Change in maternal concerns during the 6 weeks postpartum period: a study of primiparous mothers in Dar es Salaam,Tanzania. Journal of Midwifery & Women’s Health 46, 248–257.
    [6]. National Health Insurance Report[Internet]. Taipei (Taiwan): Author; 2013 [cited 2020 December 29]. Availablefrom:http://www.nhi.gov.tw/resource/Webdata/19888_2_9
    [7]. Martin, A., Horowitz, C., Balbierz, A. and Howell, E., 2013. Views of Women and Clinicians on Postpartum Preparation and Recovery. Maternal and Child Health Journal, 18(3), pp.707-713.
    [8]. Yeh, Y., St John, W. and Venturato, L., 2016. Inside a Postpartum Nursing Center: Tradition and Change. Asian Nursing Research, 10(2), pp.94-99.
    [9]. Partipost 2022 年度網紅行銷趨勢報告
    [10]. KOL Radar 2022 網紅行銷趨勢報告書
    [11]. iKala 2022 網紅行銷趨勢報告

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