本研究以生技保健品創業計畫為核心，探討光采膠原蛋白飲在台灣市場導入之策略模式，並以邱志聖（2020）提出之 4C 顧客成本模型為主要分析架構，包含外顯單位效益成本（C1）、資訊搜尋成本（C2）、道德危機成本（C3）與專屬陷入成本（C4）。
本研究透過市場與產業資料蒐集，分析台灣保健食品市場的成長趨勢與顧客行為變遷，指認消費者在產品選擇過程中所面臨之認知風險與決策成本。本研究主張以「名人效應降低搜尋成本」為品牌導入之核心策略，透過既有公信力強化產品效益辨識、縮減信任建立時間，進而提升初期採購意願與顧客獲取效率。
研究結果建立一套以顧客成本最小化為導向之創業模式：包括明確的品牌定位策略、差異化商品設計、風險控管導向的顧客關係管理，以及具擴張彈性的營運模式。此模式可協助新創生技品牌在高度競爭市場中迅速取得信任與採用，並具備跨產品延伸與長期忠誠培養的潛力。
本研究結論除提供光采膠原蛋白飲之可行營運藍圖外，亦可作為未來名人品牌導入健康消費市場之策略參考。

This study centers on a biotechnology health product startup project and examines the strategic model for introducing Guangcai Collagen Drink into the Taiwanese market. The analysis adopts the 4C Customer Cost Model proposed by Chiu (2020) as its primary analytical framework, encompassing Explicit Unit Utility Cost (C1), Information Search Cost (C2), Moral Hazard Cost (C3), and Asset Specificity / Lock-in Cost (C4).
Through the collection and analysis of market and industry data, this study investigates growth trends in Taiwan’s health food market and shifts in consumer behavior, identifying the cognitive risks and decision-making costs consumers face during the product selection process. The study posits that leveraging the celebrity effect to reduce information search costs constitutes the core brand entry strategy. By utilizing established public credibility, this approach enhances consumers’ ability to recognize product benefits, shortens the trust-building period, and consequently increases initial purchase intention and customer acquisition efficiency.
The research findings establish a customer cost–minimization–oriented entrepreneurial model, which includes clear brand positioning strategies, differentiated product design, risk-control-oriented customer relationship management, and a scalable operational model. This model enables emerging biotechnology brands to rapidly gain trust and adoption in highly competitive markets, while also demonstrating strong potential for cross-product extension and long-term customer loyalty cultivation.
In conclusion, this study not only provides a feasible operational blueprint for Guangcai Collagen Drink, but also serves as a strategic reference for the future introduction of celebrity-driven brands into the health consumption market.

邱志聖（2020），《策略行銷分析：架構與實務應用》，台北：智勝文化。
台灣健康產業品質推動協會（SNQ）（2017）。〈台灣保健食品市場發展趨勢〉。取自：https://www.snq.org.tw/chinese/11_expertcolumn/detail.php?MID=18&SID=251
中央畜產會（2021）。《國內保健營養食品產值及市場現況調查報告》。取自：https://www.cgprdi.org.tw/functionalfood
中華民國對外貿易發展協會（2023）。〈台灣保健營養食品出口市場分析〉。取自：https://www.ieatpe.org.tw/magazine/ebook363/trend.html
食力FoodNEXT（2023）。〈膠原蛋白保健品疫情後成長分析〉。取自：https://www.foodnext.net/news/industry/paper/5234888907