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研究生:施佩君
研究生(外文):Pei-Chun Shih
論文名稱:女性私密處保養品商業計畫書
論文名稱(外文):Female Vagina Care Products Bussiness Plan
指導教授:陳家麟陳家麟引用關係
指導教授(外文):Chialin Chen, Ph.D.
口試委員:陳炳宇楊曙榮
口試委員(外文):BY Chen
口試日期:2019-07-15
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:創業創新管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:101
中文關鍵詞:女性私密處保養品女性市場商業計劃
DOI:10.6342/NTU201902517
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根據世界衛生組織調查顯示,目前全球女性婦科疾病的患病率高達93%以上;每年死於婦科病的人數高達900萬,每分鐘就有20位女性死於婦科疾病,並且每年還在以8%的速度不斷遞增。在台灣平均每10人當中,就有7.5個人是曾經有過私密處感染問題,且有著50%的高復發機率,可見私密處感染不適狀況,是不少女性所擁有的困擾。隨著社會的進步、時代在發展,現代新人類的健康感也越來越敏銳。有人就說二十一世紀人們最關注的就是健康,尤其是女性,不僅要外表美更要內在美。
tmode秉持著源自於對家人的愛與呵護,希望能將這份重視家人健康的愛延續傳遞,將高質量的女性私密處保養品帶給女性消費者。本商業計畫書以論文方式呈現,針對女性市場進行分析,發現目前市場環境有利於女性私密處保養品牌發展,透過問卷及深度訪談,透過價值主張了解目標客群、清楚定義產品、解決的痛點以及創造的獲益,為品牌訂製是市場策略,再運用五力分析擬定產品及行銷策略,最後進行財務分析,針對此商業計劃擬定預期目標。
Demonstrated according to the WTO, at present the global feminine gynecology department disease prevalence rate reaches as high as above 93%; Dies every year in gynopathy population reaches as high as 9,000,000, each minute has 20 females to die of the gynecology department disease, and every year also in unceasingly increases progressively by 8% speed.In the middle of the Taiwan average every 10 people, had 7.5 individual has had the private dense place infection question, also has 50% high recrudescence probability, obviously the private dense place infection ill condition, was the puzzle which many females had.Along with society''s progress, the time is developing, the modern shinjinrui''s healthy feeling more and more is also keen.Some people said 21st century people most pay attention are the healths, in particular female, not only wants semblance America to want intrinsic America.
tmode grasps the source from in the love with to protect to the family member, hoped can take this share the family member health the love extension transmission, the high grade feminine private dense place maintenance will take to the feminine consumer.This commercial program book presents by the paper way, carries on the analysis in view of the feminine market, discovered the present market environment is advantageous to the feminine private dense place maintenance brand development, the penetration questionnaire and the depth interview, the penetration value position understanding goal guest group, the clear definition product, the solution pain spot as well as the creation benefit, for brand ordering is the market strategy, again utilizes five strength analyses to draw up the product and the marketing strategy, finally carries on the financial analysis, draws up the anticipated target in view of this commercial program.
誌謝 …………………………………………………………………………………..i
中文摘要 …………………………………………………………………………….ii
英文摘要 ….…………………………………………………………………………iii
一、計畫摘要 ………………………………………………………………………..1
1.1 關於tmode ………………………………………………………………….1
1.2 創業的背景 …………………………………………………………………1
1.3 創新思想的形成 ……………………………………………………………2
1.4 創業團隊成員背景 …………………………………………………………3
二、技術與產品介紹 …………………………………………………………………6
2.1 產品介紹 ……………………………………………………………………6
2.2 核心技術介紹 ……………………………………………………………..13
2.2.1相關技術介紹..…………………………………………………………...14
2.2.2專利介紹………………………………………………………………….18
三、市場預測 ……………………………………………………………………….20
3.1 市場概述 ………………………………………………………………….20
3.2 目標市場與計劃 ………………………………………………………….22
3.3問卷分析 …………………………………………………………………..24
3.4深度訪談 …………………………………………………………………..58
3.5競品分析 …………………………………………………………………..71
3.6 五力分析 ………………………………………………………………….72
四、營銷計畫 ....……………………………………………………………………75
4.1價值主張原型 ……………………………………………………………..75
4.2價值主張適配圖 …………………………………………………………..80
4.3產品線規劃 ………………………………………………………………..81
4.4行銷策略 …………………………………………………………………..83
4.5風險分析…………………………………………………………………..87
五、財務規劃 ………………………………………………………………………90
六、結論與預期目標 ..……………………………………………………………..99
7.1 結論 ……………………………………………………………………….99
7.2 預期目標 ………………………………………………………………….99
7.3時程規劃 ……………………………………………………………….…100
參考文獻 …………………………………………………………………………101
1.〝Crosslinking of Cotton Cellulose in the Presence of Alpha-Amino acids〞Textile Research SCI Journal Dec.1055-1060 2004 Ming-Kuang Shih, Jui-Chin Chen.
2.〝NOVEL DOSAGE FORM TARGETING VAGINAL ADMINISTRATION〞 Biomedical Engineering:Application,Basis and Communications, Vol. 25,No.4 (2013) 1350034 (12pages) Ming-Kuang Shih,Yu-Chou Chao,Ying-Line Sheu.
3.〝INHIBITORY ACTIVITY OF NATURAL ACTIVE COMPOUNDS AGAINST HUMAN PAPILLOMA VIRUS PSEUDOVIRUS AND NOVEL DOSAGE FORM FOR USE THEREWITH 〞 Biomedical Engineering:Application,Basis and Communications, Vol.25,No.3(2013) 1350036(10pages) Ming-Kuan Shih,Yu-Chou Chao.
4.皮膚保養機能性產品產業趨勢分析,台灣經濟研究院生物科技產業研究中心,2016
5.解讀 2017滾動下一波美妝趨勢風向球,CMRI 美研行銷總研年度消費行為,2017
6.健康監測與統計,衛生福利部國民健康署
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