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博碩士論文 etd-0604109-143348 詳細資訊
Title page for etd-0604109-143348
論文名稱
Title
保健食品行銷通路關鍵成功因素之研究
A Study on Key Success Factors of the Marketing Channels of Health-care food
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
121
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2009-05-16
繳交日期
Date of Submission
2009-06-04
關鍵字
Keywords
保健食品、關鍵成功因素、行銷通路、層級分析法
marketing channel, health-care food, channel planning, Analytic Hierarchy Process (AHP) Method
統計
Statistics
本論文已被瀏覽 5725 次,被下載 3
The thesis/dissertation has been browsed 5725 times, has been downloaded 3 times.
中文摘要
保健食品在生物科技產業中佔有相當市場之主力商品,現今全民健康保險虧損累累,健保局對醫療體系給付日趨嚴謹,醫療市場因此重新洗牌,沒有健保補助的預防醫學很快的從不被重視的處竟變更為醫療體系欲開發的藍海,而保健食品則為此區塊主要搭配的一環。然而台灣保健食品、品牌既多、且各有其自行通路,往往因規模受限無法有效發展一既定商業模式,導至許多保健食品廠商,雖有好產品卻找不到伯樂,故無法在市場存活。本研究便是針對在當前大環境之下如何孕育出一商業模式拓展保健食品市場之探討。
本研究以保健食品廠商為研究對象,透過問卷調查的方法探討選擇不同的行銷通路結構會有不同的行銷通路效益,因此提出對保健食品廠商行銷通路規劃之建議。
本研究以行銷策略中的通路規劃,透過層級分析法(AHP)問卷資料收集,針對保健食品產業對消費市場發展趨勢間互動關係歸納出保健食品行銷通路關鍵成功因素,並將市場區分成四個群組,即電視購物、便利商店及綜合專業藥局連鎖、保健食品經銷商、經營保健食品之國營事業體系,做成共同(一致性認同)的關鍵成功因素與個別差異因素,整體研究結論為:對獨特營銷手法、顧客滿意度調查機制(顧客回應)、全國性媒體廣告效益、總公司的商譽價值(品牌形象)、降低存貨與配送成本的機制,給予高權重。
如果保健食品行銷通路業者若非資源運用的考量,如能將上述關鍵指標依優先順序逐步落實,以謀取企業經營的競爭優勢,應更為事半工倍。
Abstract
In biotechnology industry, health-care food is the most influential product accounting for considerable market share. Nowadays, National Health Insurance has been in the red innumerably, and Bureau of National Health Insurance has become stricter toward the payment to medical systems. Consequently, the medical market is reapportioned. Preventive Medicine, which has no subsidies from National Health Insurance, has become the “Blue Sea” soon that medical systems intend to develop, instead of its original unnoticed situation; also, health-care food is the main subject collocated within this area. However, Taiwan’s health-care food has numerous brand names which have their own independent channels, unable to develop an established business model effectively due to the limits of their scales. Hence, although many health-care food companies have good products, they are unable to find a good partner with insight of appreciation, so that they can not survive in the market. This study has explored how to cultivate a business model to expand the health-care food market under the current macro-environment.
In this study, health-care food companies were the research targets. Through questionnaire surveys, this study has explored that choosing different marketing channel structures will bring in different marketing channel benefits.
In this study, based on channel planning in marketing strategy, through the collections of questionnaire data by Analytic Hierarchy Process (AHP) Method, the key success factors in health-care food marketing channels have been induced, aimed at the interactive relationship between health-care food industry and the developing trend of the consumer market. Also, the market is divided into four groups, namely TV Shopping, convenient stores and professional comprehensive pharmacy chains, health-care food distributers, the state-owned enterprises systems operating health-care food, to produce the common (consistently indentified) key success factors and the individual difference factors. In the overall conclusions in this study, the high weight is given according to weighting value, and the priority is: unique marketing method, customer satisfaction survey mechanism (customer response), nationwide media advertisement benefit, headquarters’ goodwill value (brand image), and mechanism of reducing inventory and distribution costs.
But for the consideration of resources utilization, if the proprietors of health-care food marketing channels can carry out the foregoing key indicators step by step according to the priority, in order to gain competitive advantage in business management, they may yield twice the result with half the effort.
目次 Table of Contents
論文提要...................................................................................................................... iii
中文摘要....................................................................................................................... iv
Abstract .......................................................................................................................... v
致謝詞........................................................................................................................... vii
目 錄...................................................................................................................... viii
表目錄............................................................................................................................ x
圖目錄........................................................................................................................ xiii
第一章 緒論.................................................................................................................. 1
第一節 研究背景與動機 ..................................................................................... 1
第二節 研究目的 ................................................................................................. 1
第三節 研究對象 ................................................................................................. 2
第四節 研究流程 ................................................................................................. 3
第五節 論文架構 ................................................................................................. 4
第二章 文獻探討.......................................................................................................... 5
第一節 保健食品 ................................................................................................. 5
第二節 保健食品的行銷通路 ........................................................................... 10
第三節 關鍵成功因素 ....................................................................................... 18
第四節 績效衡量指標 ....................................................................................... 29
第三章 研究方法........................................................................................................ 33
第一節研究架構 ................................................................................................. 33
第二節 研究方法 ............................................................................................... 34
第三節 研究架構指標設計與問卷 ................................................................... 38
第四章 研究分析........................................................................................................ 55
第一節 保健食品行銷通路結構與關鍵因素之層級分析 ............................... 55
第二節 保健食品行銷通路高階專家問卷評估層級分析 ............................... 79
第五章 結論與建議.................................................................................................... 86
第一節 研究結論 ............................................................................................... 86
第二節 對業者建議 ........................................................................................... 89
第三節 後續研究建議 ....................................................................................... 91
參考文獻...................................................................................................................... 93
附錄一 ................................................................................................................. 99
保健食品行銷通路關鍵成功因素之研究問卷.................................................. 99
附錄二 ............................................................................................................... 108
ix
高階主管深度訪談專家問卷名單.................................................................... 108
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三、 網站部分
http://www.ftc.gov.tw, 2001(行政院公平交易委員會)
http://law.moj.gov.tw/Scripts/SimpleQ.asp?rb=lname&K1=健康食品管理法(全國法規資料庫)
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