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| 研究生： |
金永鎭 Kim, Young Jin |
|---|---|
| 論文名稱： |
臺灣市場保健食品成功的行銷策略 Marketing Mix Strategy to Success in Taiwan Health Food Market |
| 指導教授： |
吳文傑
Wu, Jack |
| 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： | 2014 |
| 畢業學年度： | 102 |
| 語文別： | 英文 |
| 論文頁數： | 34 |
| 中文關鍵詞： | 臺灣保健食品市場 、行銷4P策略 、通路 |
| 外文關鍵詞： | Taiwan Health food market, Marketing 4P Strategy, Distribution Channel |
| 相關次數： | 點閱：238 下載：29 |
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This study aims that is suggests the right direction for establishing a successful marketing strategy and activation of Taiwan market for the rightful functional health food, by defining of complicated health care food in Taiwan, reviewing health care food market, surveying the previous example of mistake and success.
Especially, for foreign health care food company, it is very important how to make marketing strategy before launching new product. However, this study trying to offer several tips based on real situation. 4P strategy is most common used marketing tool and this study suggesting through 4P(Product, Price, Place, Promotion) point of view.
1. Introduction 1
1.1. Motivation and Purpose 1
2. Overview of Health Care Food Market in Taiwan 2
2.1. Health Care Food Definition 2
2.2. Health Care Food Industries in Taiwan 4
2.3. Channels to Buy Health Care Food 6
3. Marketing Mix Strategy to Success in Taiwan Health Care Food Market 9
3.1. Product Strategy 9
3.1.1. Detailed and Specific Development 9
3.1.2. Importance of Branding 10
3.2. Price Strategy 11
3.2.1. Early Adopters Price 11
3.2.1.1. Example of Mistake 12
3.3. Place Strategy 13
3.3.1. Customer Focused Channel Distribution 14
3.3.2. Direct Management 16
3.4. Promotion Strategy 17
3.4.1. Allocation for BTL and ATL 18
3.4.2. The Effectiveness of ATL Advertisement 19
4. Example of Marketing Mix Strategy 20
4.1. Brands (白蘭氏) Marketing Strategy 20
4.1.1. Product Strategy 20
4.1.2. Price and place Strategy 22
5. Summary and Suggestion 23
Reference 27
Appendix 28
[1] Health food Control Act http://mohwlaw.mohw.gov.tw/Chi/EngContent.asp?msgid=300&KeyWord=%B0%B7%B1d%AD%B9%AB%7E%BA%DE%B2z%AAk
[2] 陳淑芳,《台灣保健食品產業現況分析與趨勢》，2008.
[3] 全國意向Trendgo survey, The reason Taiwan people buy health care food 2012
[4] 台灣人口高齡化之趨勢與對策分析
www.shs.edu.tw/works/essay/2006/10/2006101915553612.pdf
[5] Aging population analysis (Global Industry Analysts和臺經院生技中心
[6] Taiwan Certificated Health Food product (2013, ITIS 食品産業年鑑)
[7] Donga business review
m.dongabiz.com
[8] D. Cohen, "Consumer Behavior", New York Random House Inc., 1981.
[9] D. A. Arker, "Strategic Management", John Willy and Sons, 2nd ed., 1988.
[10] Duffy M. E. "Determinants of Health-promotion in midlife woman", Nursing Reserch 37(6), 1988, 358-362.
