近年來保健食品業，因受國人健康意識提高的影響，以及保健食品製作技術日益精進，市場需求也快速增長。保健食品業在銷售上，到底要藉由那種通路，以供消費者選擇購買，更是費盡心思考慮再三。在眾多的銷售通路方式中，其中一種方式為實體店面體驗行銷法，此種行銷方式係採游牧式店面，即店面設立開始營運後，視其一至三個月業績營業額是否達到設定標準，並評估未來發展潛力，再決定是否持續該店之經營或結束搬遷。所以不管是新店設立或是舊店結束搬遷，經銷點店址如何選擇？經營者都只能憑藉個人經驗決定。因此，本研究首先運用專家團體訪談法，在評估選址準則間非獨立狀況之下，構建出經銷點店址之ANP評選模式，來做為保健食品業經營者評選合適的經銷點店址之參考。

The health food industry has recently been impacted by consumer’s rising awareness and desire for healthy food and life styles as the greatly improved manufacturing techniques. As a result, the market demands for health food are growing rapidly. Given these new circumstances, the storefront direct sales method has become an alternative way to promote health food products. The success of one direct sales store would be evaluated based on its business profit in 3 months period plus the store’s potential market development. The results of the evaluation could determine whether to continue operate the store, close it down or relocate.
Whether it is starting a new store or relocating an existing store to somewhere else, a decision which is related to choosing a store location is typically based on the store owner’s personal experience. After conducting interviews with expert groups, this research has discovered a result that will aid in the process of deciding on a store location. This method will offer the ANP standardized store location selection method. It will serve as a reference to help the health food industry find appropriate store locations more effectively.

摘要 i
ABSTRACT ii
目錄 iii
表目錄 iv
圖目錄 v
第一章緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 3
1.3 研究範圍與限制 3
1.4 研究流程 4
1.5 論文結構 5
第二章文獻探討 6
2.1保健食品業之概述 7
2.2實體店面體驗行銷法 10
2.3專家團體訪談法 11
2.4分析網路程序法 (ANP) 13
2.5小結 20
第三章評選模式之構建 21
3.1專家團體研究流程 21
3.2問卷設計內容說明 31
3.3 ANP評選模式 31
3.4小結 36
第四章分析與結果 37
4.1決定ANP之最適方案 37
第五章結論與建議 48
5.1研究結論 48
5.2研究建議 50
參考文獻 52
附錄(一) 55

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