臺灣博碩士論文加值系統

目前抗氧化能力最佳之物質為T.P.P. SOD-like，但在製造、儲存、運送等過程中，T.P.P. SOD-like易因氧化而失去功效，且產成本過高，因此目前尚無法普銷SOD-like產品。
本研究以康儷股份有限公司為例，透過專家訪談和消費者分析，確認SOD-like在預防醫學上之價值，與消費者普遍可接受之價格，從行銷策略地推廣SOD-like產品，使SOD-like商品大眾化。本研究之研究目的為：(1)瞭解康儷現有行銷策略，以提供專家與消費者對康麗公司之建議；(2)透過瞭解保健食品市場現況及康儷SOD-like系列產品競爭優勢，以助於進行市場區隔或找出利基市場；(3)透過瞭解現有消費者與潛在消費者之消費者特性，以助於康儷SOD-like系列產品市場區隔之建立；(4)探討行銷策略對康儷SOD-like系列商品大眾化之助益。
研究結果顯示，康儷SOD-like系列產品在原料、製程技術、包裝與劑型上具有競爭優勢，但因高價位與知名度不高，造成推廣不易。此外，在通路與市場區隔方面有待進一步釐清，在促銷與公共關係方面有待進一步推廣。又在消費者特性方面，消費者會同時使用兩種以上之保健食品，個人平均月花費不超過2,000元。而產品使用者以中南部居多，以口碑行銷為主要購買通路；此外，使用SOD-like產品期間越久，效果越佳。


關鍵字：行銷策略、商品大眾化、消費者特性、競爭者分析

TPP-SOD-like, mainly composed of tea polyphenol, is one of the best nature antioxidant known so far. However, it is cline to lose its functionality during production, storage, and transportation. It is, however, cline to be oxidized, thus lose its functionality during production, storage and transportation. In addition, its production cost is too high to make it widely available to the publics.
This study utilized the company, Canlea International Co., as an example to confirm the usage of TPP SOD-like in the field of preventive medicine through expert interviews and consumer behavior analysis. From which we can know the trend of marketing strategy, acceptable pricing, and the way to publicize this product.
The goals of this study are: (1) understanding the current marketing strategy of Canlea International Co. to meet the needs of consumers; (2) competitive advantage and disadvantage of SOS-like products in functional food market in order to find the niches; (3) understanding the characteristics of both consumers and potential consumers for the marketing of SOD-like products; and (4) investigating the beneficial relationship between marketing strategy of Canlea Co. and the sales of SOD-like products.
The results indicate that Canlea SOD-like products have competitive advantages in terms of raw materials, production technology, and packaging. Nevertheless, it is quite a challenge to develop due to their high price and public acceptance to the trade brand. Furthermore, the contribution channel and market segmentation of these products need to be improved, especially in product promotion and the fortification of public relations. As to the general attribute of consuming behaviors, consumers tend to take two or more health-care products at the same time with an averaging expense of NTD 2000 per month. The study also shows that users of SOD-like products usually localized in central and southern Taiwan and the best way to promote these products is through the introduction among users. Furthermore, the longer consumers use SOD-like products the better the effect is.

Key Words：marketing strategy, mass marketing, consumer characteristics, competitor analysis

目錄
摘 要..............................................................................................................................I
Abstract ........................................................................................................................ II
目錄..............................................................................................................................III
表目錄..........................................................................................................................IV
圖目錄..........................................................................................................................VI
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 1
第三節、研究目的 2
第四節、研究步驟 2
第二章、文獻探討 4
第一節、SOD-like產品介紹 4
第二節、保健食品產業分析 7
第三節、行銷策略 11
第四節、消費者行為與特性 26
第五節、商品大眾化 29
第六節、競爭者分析 31
第三章、研究方法 35
第一節、研究架構 35
第二節、資料蒐集方法 37
第三節、資料分析方法 38
第四章、訪談及調查結果分析 39
第一節、訪談結果分析 39
第二節、調查結果分析 66
第五章、研究結論與建議 99
第一節、研究結論 99
第二節、研究建議 101
第三節、研究限制 105
參考文獻 106
附件 110


表目錄

表2-1 抗自由基對人體組織之功能 7
表2-2 產品策略 14
表2-3 訂價步驟 16
表2-4 行銷通路之範籌策略 18
表2-5 廣告決策 20
表2-6 行銷傳播工具 21
表3-1 訪談專家與訪談主題適配表 37
表4-1 SOD與SOD-like之比較 40
表4-2 葡萄籽與SOD-like之比較 41
表4-3 液劑與膠囊錠劑之比較 47
表4-4 康儷SOD-like飲料劑型系列產品之定價與售價 50
表4-5 藥局消費者特性 54
表4-6 大眾化藥局與社區型藥局之比較 55
表4-7 樣本基本人口統計描述 70
表4-8 身體不適狀況與個人病史 71
表4-9 保健食品使用狀況 72
表4-10保健食品使用訴求 74
表4-11保健食品個人平均月花費 75
表4-12 患有重大疾病前提下之保健食品個人平均月花費 75
表4-13 保健食品個人平均月花費綜合比較表 76
表4-14 保健食品來源 77
表4-15 保健食品購買通路 77
表4-16 購買保健食品輔助資訊來源 78
表4-17 SOD-like系列產品使用劑型 79
表4-18 SOD-like系列產品使用時間 79
表4-19 SOD-like系列產品使用訴求 80
表4-20 SOD-like改善身體健康與否 80
表4-21 SOD-like成效 81
表4-22 SOD-like使用訴求與成效比較 81
表4-23 SOD-like個人平均月花費 82
表4-24 SOD-like系列產品消息管道 83
表4-25 SOD-like系列產品接觸管道 83
表4-26 SOD-like系列產品購買通路 84
表4-27 持續使用原因 84
表4-28 性別與使用保健產品主要訴求相關分析表 86
表4-29 性別與保健食品多數來源相關分析表 88
表4-30 婚姻與每月平均花費在保健食品上之金額之相關分析表 89
表4-31 居住地與是否聽過SOD-like系列產品之相關分析表 90
表4-32 居住地與使用SOD-like系列產品持續時間之相關分析表 91
表4-33 月收入與每月平均願花費在保健食品上金額之相關分析表 92
表4-34 職業與保健食品大多數來源知相關分析表 93
表4-35 教育程度與購買保健食品的輔助資訊來源之相關分析表 94
表4-36在保健食品月花費與得病與否在保健食品願花費之相關分析表 95
表4-37 使用SOD-like持續時間與使用SOD-like主要訴求之相關分析表 96
表4-38 使用SOD-like後健康改善狀況與使用持續時間之相關分析表 98



圖目錄

圖1-1 研究步驟 3
圖2-1 產品的層次 13
圖2-2 訂價的主要考量因素 15
圖2-3 食品業製造商促銷決策步驟 20
圖2-4 消費者行為模型 27
圖2-5 廣告溝通的舊模型 30
圖2-6 商品大眾化資料庫 31
圖2-7競爭者定位分析圖 32
圖3-1 研究架構 35
圖4-1 康順生物科技之機能性保健飲品生產流程 45
圖4-2 康儷專利包材示意圖 47
圖4-3 消費者調查問卷回收狀況 67

一、中文部分
1.周文賢、高滋芬(1993)。市場分析與廣告策略研擬。台北：華泰。
2.郭賢敏(1997)。網際網路行銷與其進入模式之研究。國立台灣大學商學研究所碩士論文。
3.黃天佑、俞海琴、蔡淑娟 編譯，Philip Kotler 著(1990)。行銷學原理。台北：五南圖書。
4.黃國峰(2005)。BA@NCCU春季號。
5.戴國良(2006)。行銷企劃最佳實戰。商周出版。
6.蕭富峰(1991)。廣告行銷讀本。台北：遠流。
7.魏啟林(1993)。行銷策略。台北：時報。

二、英文部分
1.Ambler, T., Bhattacharya, C.B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal V. 2002. Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1): 13–25.
2.Bolton, R., Lemon, K., & Verhoef, P. 2004. The theoretical underpinnings of customer asset management: a framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3):271-292.
3.Brandenburger, A.M., & Nalebuff, B.J. 1995. The right game: use game theory to shape strategy. Harvard Business Review, Jul-Aug: 57-71.
4.Brenner, W., & Kolbe, L. 1995. New visions of information technology and postmodernism: implications for advertising and marketing communications. The Information Superhighway and Private Households: Case Studies of Business Impacts: 319-325.
5.Business Source Complete. Bloomsbury Business Library - Business & Management Dictionary, 2007.
6.Chen, M.J. 1996. Competitor analysis and interfirm rivalry: toward a theoretical integration. Academy of Management Review, 21: 100-134.
7.Constantinides, E. 2006. The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 407-438.
8.Coyne, K.P., & Subramaniam, S. 1996. Bringing discipline to strategy. The McKinsey Quarterly, 4: 14-25..
9.Hershey, L. 2005. The Role of Sales Presentations in Developing Customer Relationships. Services Marketing Quarterly, 26(3): 41-54.
10.Hunger, J. D., & Wheelen, T. L. 2003. Essentials of strategic management. New Jersey: Pearson Education Inc.
11.Januszewska, R., Tagarino, D. D., Dagupen, M. K. T., Viaene, J., & Padua, D. 2006. Consumer Segments for Fresh Strawberries in the Philippines. Journal of International Food & Agribusiness Marketin, 18: 139-164.
12.Kotler, P. 1994. Marketing Management Analysis, Planning, Implementation and Control (8th ed.). Englewood Cliffs, New Jersey: Prentice-Hall, Inc.
13.Kotler, P., Leong, S. M., Ang, S. H., & Tan, C. T. 2000. Marketing Management: An Asian Perspective. Singapore: Prentice Hall.
14.Kotler, P. 2003. Marketing management (11th ed.). New York: Prentice Hall.
15.Kotler, P., & Keller, K. L. 2006. Marketing management. Upper Saddle River, N.J. : Pearson Prentice Hall.
16.Krisanits, T. 2005. Print DTC fails to grab attention: study. Medical Marketing & Media, 28.
17.Laskey, H. A., Day, E., & Crask, M. 1989. Topology of Main Message Strategies for Television Commercials. Journal of Advertising, 18 (1): 36-41.
18.Lawn, J. 2005. Integrating Your Marketing Plan. Food Management, 10.
19.Lawn, J. 2005. Price: The Market’s Way of Measuring Value. Food Management, 8.
20.Lewison, D. M., Hawes, J. M. 2007. Student target marketing strategies for universities. Journal of College Admission, 196: 14-19.
21.Lipner, W. E. 2007. The Future of Online Market Research. Journal of Advertising Research, 142-146
22.Marketing Health Services. 2007. Vol. 27(4): 6.
23.McGahan, A. Jul2004. How industries evolve – principles for achieving and sustaining superior performance. Harvard Business School Press Book: 1-273
24.Morelli, G. 2006. Using marketing channels to beat the competition. British Journal of Administrative Management, 55: 20-22.
25.Naik, P. A., Raman, K., & Winer, R. S. 2005. Planning Marketing-Mix Strategies in the Presence of Interaction Effects. Marketing Science, 24(1): 25–34.
26.Newcomb, K. 2007. Public Relations for Professionals. Debt Cubed, 22(2): 16-18.
27.Parker, B. J. 2003. Food for Health. Journal of Advertising, 32(3): 47-55.
28.Peteraf, M.A., & Bergen, M.E. 2003. Scanning dynamic competitive landscapes: a market-based and resource-based framework. Strategic Management Journal, 24(10): 1027-1041.
29.Porter, M. March/Apri1979. How competitive forces shape strategy. Harvard Business Review, 57(2): 137-145.
30.Porter, M. 1980. Competitive Strategy. The Free Press, New York: 34-46
31.Simpson, L. S. 2006. Enhancing Food Promotion in the Supermarket Industry: A Framework for Sales Promotion Success. International Journal of Advertising, 25(2): 223–245.
32.Strouse, K. G. 1999. Weapons of mass marketing. Telephony, Vol. 237, Issue 9: 26-29.
33.Tom, G., Lopez, S., & Demir, K. 2006. A Comparison of the Effect of Retail Purchase and Direct Marketing on the Endowment Effect. Psychology & Marketing, 23(1): 1–10.