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題名 數位行銷時代的品牌吉祥物策略 - 以東杰生醫兒童成長產品吉祥物「高小傑」為例
Brand Mascot Strategies in the Digital Marketing Era: A Case Study of “Gao Xiao Jie” the Brand Mascot of Dong Jie Biomedical’s Children’s Growth Products作者 陳夢琦
Chen, Meng-Chi貢獻者 林日璇<br>黃國峯
Lin, Jih-Hsuan<br>Ｈuang, Kuo-Feng
陳夢琦
Chen, Meng-Chi關鍵詞 東杰生醫
傑立高Jellygo
品牌吉祥物
數位行銷
兒童保健食品
消費者行為
個案研究
Dong Jie Biomedical
JellyGO
Ｂrand mascot
Digital marketing
Children’s health supplements
Consumer behavior日期 2025 上傳時間 4-Aug-2025 12:58:19 (UTC+8) 摘要 本研究聚焦於台灣兒童保健品市場中新興的品牌個案──東杰生醫及其旗 下兒童成長營養產品「傑立高 JellyGO」。近年來全球兒童營養補充品市場規模持 續成長，預估 2025 年將超過 255 億美元，尤以亞太地區增長最為顯著(Euromonitor International, 2023)。儘管台灣出生率連年下降，新生兒數創歷史新低(內政部統 計處, 2023)，家長對兒童健康的投入不減反增，嬰幼兒保健食品市場近年仍逆勢 成長將近三成(經濟部商業司, 2024)。 在此背景下，東杰生醫以創新研發與行銷策略嶄露頭角:該公司研發出全 台首創的兒童成長營養果凍產品，將傳統難以下嚥的營養補充品改良為具水果風 味且高吸收率的 Q 彈果凍，並在小兒成長門診累積數萬人臨床使用經驗。同時， 東杰生醫打造了可愛的品牌吉祥物「高小傑」，積極運用於行銷溝通，以擬人化 的方式與消費者互動，塑造親和力與品牌識別度(陳, 2022)。隨著數位行銷時代 來臨，消費者行為模式出現巨變，市場趨向以消費者為主導(Kotler & Keller, 2016)。 本研究旨在探討東杰生醫如何運用品牌吉祥物與數位行銷策略結合公司所 培育的管理師，因應消費者行為的轉變，強化品牌價值。研究採用個案研究法與 內容分析法，透過蒐集東杰生醫及傑立高品牌之行銷內容與消費者反應進行分析， 以深入理解品牌吉祥物在數位行銷情境下對消費者互動與品牌經營的影響。研究結果可望豐富學術對於數位行銷與品牌吉祥物之交互作用的知識，並為兒童保健 食品產業的行銷實務提供參考。 本研究之貢獻在於填補國內相關實證個案的缺口，說明在少子化與數位時代環境下，企業如何創新行銷以提升與消費者之連結。總體而言，透過對東杰生 醫兒童成長產品品牌個案的深入剖析，本文期望為學術與實務界提供有價值的洞見。
This study focuses on an emerging brand case in Taiwan’s children’s health supplement market—Dong Jie Biomedical and its child growth nutrition product, “JellyGO.” In recent years, the global pediatric nutritional supplement market has continued to expand, with projections indicating it will exceed USD 25.5 billion by 2025, particularly with significant growth in the Asia-Pacific region (Euromonitor International, 2023). Despite Taiwan’s declining birth rate and record-low number of newborns (Department of Household Registration, Ministry of the Interior, 2023), parental investment in children’s health remains robust. The infant health supplement market in Taiwan has grown nearly 30% against this demographic trend (Department of Commerce, Ministry of Economic Affairs, 2024). Against this backdrop, Dong Jie Biomedical has emerged through innovation in both product development and marketing strategies. The company introduced Taiwan’s first child growth nutrition jelly, transforming traditionally hard-to-swallow supplements into fruit-flavored, high-absorption gelatinous jellies. This product has been used in pediatric growth clinics, accumulating clinical experience from tens of thousands of users. Additionally, Dong Jie Biomedical created the brand mascot “Gao Xiao-Jie,” which is actively utilized in marketing communications. The mascot engages consumers through anthropomorphic interaction, enhancing brand affinity and recognition (Chen, 2022). With the advent of the digital marketing era, consumer behavior has shifted dramatically, and the market is increasingly driven by consumer- centric models (Kotler & Keller, 2016). This study aims to explore how Dong Jie Biomedical integrates brand mascot strategy and digital marketing with its internal talent development—specifically through its trained growth management consultants—to adapt to changes in consumer behavior and enhance brand value. Employing case study and content analysis methodologies, the research collects and analyzes Dong Jie Biomedical’s marketing content and consumer feedback. The goal is to gain a deep understanding of how brand mascots influence consumer engagement and brand management in digital marketing contexts. The findings are expected to enrich academic knowledge on the interplay between digital marketing and brand mascots, while also offering practical insights for the marketing of pediatric health supplements. The main contribution of this study lies in addressing the lack of empirical case research in Taiwan and demonstrating how businesses innovate their marketing approaches to strengthen consumer connections in the era of digitalization and declining birth rates. By conducting an in-depth analysis of the Dong Jie Biomedical brand case, this paper aims to offer valuable insights for both academic research and practical applications.參考文獻 參考文獻 (中文) 內政部統計處（2023）。《中華民國112年人口統計年報》。https://www.moi.gov.tw/stat 經濟部商業司（2024）。《台灣保健食品市場概況報告》。https://gcis.nat.gov.tw 陳美君（2022）。〈數位行銷時代品牌吉祥物的角色與策略分析〉。《行銷與流通學刊》，29(2)，45–68。 KANTAR（2023）。《2023台灣嬰幼兒市場趨勢報告：出生數下降，父母支出不減反增》。凱度消費者指數。https://www.kantarworldpanel.com/tw/news/2023-baby-market-trends Lin, Y. T., & Hsieh, P. Y.（2018）。〈親子共學對親職效能與家庭互動之影響研究：以台中市親職教育為例〉。《教育與多元文化研究》，16(1)，1–30。https://doi.org/10.6345/EAMR.201801 陳，J.（2022）。《品牌角色擬人化與親子行銷互動之探討》。台北：行銷傳播期刊。 參考文獻 (外文) 1. Aaker, D. A. (1997). Building strong brands. Free Press. 2. Aaker, J. L. (1997). 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國立政治大學
經營管理碩士學程(EMBA)
108932182資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108932182 資料類型 thesis dc.contributor.advisor 林日璇<br>黃國峯 zh_TW dc.contributor.advisor Lin, Jih-Hsuan<br>Ｈuang, Kuo-Feng en_US dc.contributor.author (Authors) 陳夢琦 zh_TW dc.contributor.author (Authors) Chen, Meng-Chi en_US dc.creator (作者) 陳夢琦 zh_TW dc.creator (作者) Chen, Meng-Chi en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 12:58:19 (UTC+8) - dc.date.available 4-Aug-2025 12:58:19 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 12:58:19 (UTC+8) - dc.identifier (Other Identifiers) G0108932182 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158305 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 108932182 zh_TW dc.description.abstract (摘要) 本研究聚焦於台灣兒童保健品市場中新興的品牌個案──東杰生醫及其旗 下兒童成長營養產品「傑立高 JellyGO」。近年來全球兒童營養補充品市場規模持 續成長，預估 2025 年將超過 255 億美元，尤以亞太地區增長最為顯著(Euromonitor International, 2023)。儘管台灣出生率連年下降，新生兒數創歷史新低(內政部統 計處, 2023)，家長對兒童健康的投入不減反增，嬰幼兒保健食品市場近年仍逆勢 成長將近三成(經濟部商業司, 2024)。 在此背景下，東杰生醫以創新研發與行銷策略嶄露頭角:該公司研發出全 台首創的兒童成長營養果凍產品，將傳統難以下嚥的營養補充品改良為具水果風 味且高吸收率的 Q 彈果凍，並在小兒成長門診累積數萬人臨床使用經驗。同時， 東杰生醫打造了可愛的品牌吉祥物「高小傑」，積極運用於行銷溝通，以擬人化 的方式與消費者互動，塑造親和力與品牌識別度(陳, 2022)。隨著數位行銷時代 來臨，消費者行為模式出現巨變，市場趨向以消費者為主導(Kotler & Keller, 2016)。 本研究旨在探討東杰生醫如何運用品牌吉祥物與數位行銷策略結合公司所 培育的管理師，因應消費者行為的轉變，強化品牌價值。研究採用個案研究法與 內容分析法，透過蒐集東杰生醫及傑立高品牌之行銷內容與消費者反應進行分析， 以深入理解品牌吉祥物在數位行銷情境下對消費者互動與品牌經營的影響。研究結果可望豐富學術對於數位行銷與品牌吉祥物之交互作用的知識，並為兒童保健 食品產業的行銷實務提供參考。 本研究之貢獻在於填補國內相關實證個案的缺口，說明在少子化與數位時代環境下，企業如何創新行銷以提升與消費者之連結。總體而言，透過對東杰生 醫兒童成長產品品牌個案的深入剖析，本文期望為學術與實務界提供有價值的洞見。 zh_TW dc.description.abstract (摘要) This study focuses on an emerging brand case in Taiwan’s children’s health supplement market—Dong Jie Biomedical and its child growth nutrition product, “JellyGO.” In recent years, the global pediatric nutritional supplement market has continued to expand, with projections indicating it will exceed USD 25.5 billion by 2025, particularly with significant growth in the Asia-Pacific region (Euromonitor International, 2023). Despite Taiwan’s declining birth rate and record-low number of newborns (Department of Household Registration, Ministry of the Interior, 2023), parental investment in children’s health remains robust. The infant health supplement market in Taiwan has grown nearly 30% against this demographic trend (Department of Commerce, Ministry of Economic Affairs, 2024). Against this backdrop, Dong Jie Biomedical has emerged through innovation in both product development and marketing strategies. The company introduced Taiwan’s first child growth nutrition jelly, transforming traditionally hard-to-swallow supplements into fruit-flavored, high-absorption gelatinous jellies. This product has been used in pediatric growth clinics, accumulating clinical experience from tens of thousands of users. Additionally, Dong Jie Biomedical created the brand mascot “Gao Xiao-Jie,” which is actively utilized in marketing communications. The mascot engages consumers through anthropomorphic interaction, enhancing brand affinity and recognition (Chen, 2022). With the advent of the digital marketing era, consumer behavior has shifted dramatically, and the market is increasingly driven by consumer- centric models (Kotler & Keller, 2016). This study aims to explore how Dong Jie Biomedical integrates brand mascot strategy and digital marketing with its internal talent development—specifically through its trained growth management consultants—to adapt to changes in consumer behavior and enhance brand value. Employing case study and content analysis methodologies, the research collects and analyzes Dong Jie Biomedical’s marketing content and consumer feedback. The goal is to gain a deep understanding of how brand mascots influence consumer engagement and brand management in digital marketing contexts. The findings are expected to enrich academic knowledge on the interplay between digital marketing and brand mascots, while also offering practical insights for the marketing of pediatric health supplements. The main contribution of this study lies in addressing the lack of empirical case research in Taiwan and demonstrating how businesses innovate their marketing approaches to strengthen consumer connections in the era of digitalization and declining birth rates. By conducting an in-depth analysis of the Dong Jie Biomedical brand case, this paper aims to offer valuable insights for both academic research and practical applications. en_US dc.description.tableofcontents 致謝 i 摘要 ii Abstract iv 目次 vi 第一章 緒論 1 第一節 背景與動機 1 第二節 研究目的、研究問題 4 第三節 研究方法 7 第四節 研究範疇與限制 11 第二章 文獻回顧 16 第一節 品牌形象與品牌識別 16 第二節 品牌吉祥物的定義、類型與演化 18 第三節 品牌吉祥物的功能與心理影響力（品牌傳播、認 知與忠誠） 21 第四節 品牌吉祥物與消費者的情感連結 26 第五節 品牌吉祥物在數位行銷中的應用與實證研究 28 第三章 數位行銷時代的品牌吉祥物策略 32 第一節 數位行銷的興起與發展 32 第二節 社群行銷與品牌吉祥物行銷 33 第三節 品牌吉祥物在數位行銷中的角色與策略 34 第四節 成功案例分析 38 第五節 小結 42 第四章 案例分析——東杰生醫兒童成長產品吉祥物「高小傑」 43 第一節 東杰生醫品牌背景介紹 43 第二節 「高小傑」吉祥物的設計理念與形象塑造 45 第三節 高小傑在數位行銷中的應用策略 47 第四節 小結與未來的建議 54 第五章 研究發現與資料分析 57 第一節 行銷操作：從包裝到代言人格 57 第二節 品牌形象建立：擬人化角色與價值內化 59 第三節 消費者互動：角色及情感連結的橋樑 61 第四節 短影音的應用：從角色包裝到角色驅動內容 63 第五節 ＫＯＬ的合作：角色與權威信任雙向槓桿 66 第六節 社群經營：角色人格持續經營 69 第七節 銷售成效：品牌認知與實務 71 第六章 結論與建議 74 第一節 研究結論 74 第二節 學術與實務的貢獻 76 第三節 建議 78 第四節 研究限制與未來的展望 80 參考文獻 83 附錄 96 zh_TW dc.format.extent 18346785 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108932182 en_US dc.subject (關鍵詞) 東杰生醫 zh_TW dc.subject (關鍵詞) 傑立高Jellygo zh_TW dc.subject (關鍵詞) 品牌吉祥物 zh_TW dc.subject (關鍵詞) 數位行銷 zh_TW dc.subject (關鍵詞) 兒童保健食品 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 個案研究 zh_TW dc.subject (關鍵詞) Dong Jie Biomedical en_US dc.subject (關鍵詞) JellyGO en_US dc.subject (關鍵詞) Ｂrand mascot en_US dc.subject (關鍵詞) Digital marketing en_US dc.subject (關鍵詞) Children’s health supplements en_US dc.subject (關鍵詞) Consumer behavior en_US dc.title (題名) 數位行銷時代的品牌吉祥物策略 - 以東杰生醫兒童成長產品吉祥物「高小傑」為例 zh_TW dc.title (題名) Brand Mascot Strategies in the Digital Marketing Era: A Case Study of “Gao Xiao Jie” the Brand Mascot of Dong Jie Biomedical’s Children’s Growth Products en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻 (中文) 內政部統計處（2023）。《中華民國112年人口統計年報》。https://www.moi.gov.tw/stat 經濟部商業司（2024）。《台灣保健食品市場概況報告》。https://gcis.nat.gov.tw 陳美君（2022）。〈數位行銷時代品牌吉祥物的角色與策略分析〉。《行銷與流通學刊》，29(2)，45–68。 KANTAR（2023）。《2023台灣嬰幼兒市場趨勢報告：出生數下降，父母支出不減反增》。凱度消費者指數。https://www.kantarworldpanel.com/tw/news/2023-baby-market-trends Lin, Y. 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