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題名 加熱菸進入台灣市場後之行銷策略分析—以 X 公司為例
An Analysis of Marketing Strategies for Heated Tobacco Products in the Taiwanese Market: A Case Study of Company X
作者 何孟璇
Ho, Meng-Hsuan
貢獻者 巫立宇<br>林宜霓
Wu, Lei-Yu<br>Lin, Yi-Ni
何孟璇
Ho, Meng-Hsuan
關鍵詞 加熱菸
策略行銷
4C 成本理論
減害產品
進入策略
Heated tobacco products
Strategic marketing
4C cost theory
Reduced-risk products
Market entry strategy
日期 2025
上傳時間 2-Oct-2025 11:08:39 (UTC+8)
摘要 本研究聚焦於加熱菸品進入台灣市場前X公司的行銷策略分析，探討全球，特別是已成熟的日本與韓國市場之減害產品（Reduced Risk Products, RRPs）市場禁如經驗如何轉化為X公司進入台灣市場的潛在策略。 本文採用質性研究方法，整合業界訪談與次級資料分析，輔以邱志聖（2020）提出之「4C成本理論」作為分析架構，從「外顯單位效益成本」、「資訊搜尋成本」、「道德危機成本」與「專屬陷入成本」四面向拆解X公司的行銷策略。 透過研究發現，面對台灣特殊的法規限制與尚未開放的政策環境，X公司現階段無法使用明確的會員制度、數位廣告工具來進行直接溝通，因此選擇透過通路品牌教育與相關活動接觸來建立與潛在用戶的初步連結。而在產品正式上線後，X公司考慮透過實體通路、客戶服務中心、裝置維修保固與點數兌換等方式，降低使用者的維修、使用成本與不確定性，並創造顧客黏著機制。另一方面，日本與韓國市場的經驗也反映出，降低道德風險與消費門檻，對於新興產品在市場初期階段至關重要。 本研究提供加熱菸品未來進入台灣市場時，可能採行之策略模組，並從行銷與競爭策略角度，呈現法規尚未開放前的準備布局與認知建立，具備實務參考與學術價值。
This study analyzes the marketing strategy of Company X prior to the entry of its heated tobacco products into the Taiwanese market. It investigates how global experiences—particularly from mature markets like Japan and South Korea—in developing Reduced Risk Products (RRPs) can inform potential strategies for Taiwan. Using a qualitative research approach, this study combines industry interviews and secondary data, applying the “4C Cost Theory” by Chih-Sheng Chiu (2020) as the analytical framework. The analysis focuses on four cost dimensions: explicit unit benefit cost, information search cost, moral hazard cost, and asset specificity cost. The findings suggest that due to Taiwan’s regulatory restrictions, Company X is unable to use digital advertising or formal membership systems. Instead, it has adopted indirect communication strategies, such as brand education and offline events through retail channels. After market entry, the company plans to reduce post-purchase uncertainty via repair services, warranty programs, physical support centers, and point-based reward systems. Insights from previous experiences also emphasize the importance of minimizing moral hazard and lowering adoption barriers in early stages. This research provides a strategic reference for heated tobacco product entry into Taiwan, offering practical and academic insights into pre-market positioning and consumer engagement under regulatory constraints.
參考文獻 1. 邱志聖（2020），策略行銷分析：架構與實務應用，元照出版社，第五版。 2. 衛生福利部國民健康署（n.d.）。新興菸品專區。檢自 https://www.hpa.gov.tw/Pages/List.aspx?nodeid=4783 3. British American Tobacco. (2024). Annual report and accounts 2024. Retrieved from https://www.bat.com/content/dam/batcom/global/main-nav/investors-and-reporting/reporting/combined-annual-and-sustainability-report/BAT_Annual_Report_Form_20-F_2024.pdf 4. Cho, J., Lee, S., & Kim, J. (2020). Comparison of carcinogen levels in mainstream smoke of heated tobacco products and combustible cigarettes. Journal of the Korean Medical Association, 63(2), 96–102. https://doi.org/10.5124/jkma.2020.63.2.96 5. Crosbie, E., & Glantz, S. A. (2018). Heated tobacco products: US FDA regulation and tobacco industry global marketing strategies. Tobacco Control, 27(Suppl 1), s114–s120. https://doi.org/10.1136/tobaccocontrol-2018-054419 6. Euromonitor International. (2023). Heated tobacco products in the world: Market trends and forecasts. Retrieved from https://www.euromonitor.com 7. Euromonitor International. (2025). Cigarettes and alternative nicotine products in Asia Pacific. Retrieved May 16, 2025, from https://www.euromonitor.com/cigarettes-and-alternative-nicotine-products-in-asia-pacific/report 8. GlobeNewswire. (2025, May 6). Heated tobacco products market size, share & trends analysis report 2025–2030. Retrieved May 15, 2025, from https://www.globenewswire.com/news-release/2025/05/06/3075358/0/en/Heated-Tobacco-Products-Market-Size-Share-Trends-Analysis-Report-2025-2030.html 9. Grand View Research. (2025). Heated tobacco products market size, share & trends analysis report by product (stick, leaf), by distribution channel (offline, online), by region (North America, Europe, Asia Pacific), and segment forecasts, 2025–2030. Retrieved May 16, 2025, from https://www.grandviewresearch.com/industry-analysis/heated-tobacco-products-htps-market 10. Japan Tobacco Inc. (2024). 2024 First Quarter Results. Retrieved from https://www.jt.com/investors/results/forecast/pdf/2024/First_Quarter/20240509_07.pdf 11. Japan Tobacco Inc. (2025). 2024 Full Year Results & 2025 Forecasts. Retrieved from https://www.jt.com/investors/results/forecast/pdf/2024/Full_Year/20250213_06.pdf 12. Kim, J., Yu, H., Lee, S., & Paek, Y. J. (2018). Awareness, experience and prevalence of heated tobacco product, iQOS, among young Korean adults. Tobacco Control, 27(Suppl 1), s74–s77. https://doi.org/10.1136/tobaccocontrol-2018-054390 13. Lu, J., Shang, J., Yu, L., Li, Y., & Wei, X. (2022). Comparative chemical characterization of mainstream smoke from heated tobacco and combustible cigarettes. Toxics, 10(1), 8. https://doi.org/10.3390/toxics10010008 14. Majek, P., Stachera, A., Górski, P., & Majek, P. (2023). Cardiopulmonary responses to heated tobacco product use: A randomized controlled trial. ERJ Open Research, 9(2), 00595-2022. https://doi.org/10.1183/23120541.00595-2022 15. Odani, S., & Tabuchi, T. (2022). Prevalence and denial of current tobacco product use: Combustible and heated tobacco products, Japan, 2022. Preventive Medicine Reports, 30, 102031. https://doi.org/10.1016/j.pmedr.2022.102031 16. Odani, S., & Tabuchi, T. (2024). Tobacco usage in the home: A cross-sectional analysis of heated tobacco product (HTP) use and combustible tobacco smoking in Japan, 2023. Environmental Health and Preventive Medicine, 29(11). https://doi.org/10.1265/ehpm.23-00292 17. Philip Morris International. (2024). Integrated report 2023. Retrieved from https://www.pmi.com/investor-relations/reports-filings 18. Research and Markets. (2025, May 6). Heated tobacco products market size, share & trends analysis report by product (stick, leaf), by distribution channel (offline, online), by region (North America, Europe, Asia Pacific), and segment forecasts, 2025–2030. Retrieved May 15, 2025, from https://www.researchandmarkets.com/reports/5749444/heated-tobacco-products-market-size-share-and 19. Statista. (2024). Share of the global tobacco market held by heated tobacco products from 2015 to 2025. Retrieved from https://www.statista.com 20. TobaccoTactics. (n.d.). Heated tobacco products. Retrieved May 16, 2025, from https://www.tobaccotactics.org/article/heated-tobacco-products/ 21. World Health Organization. (2021). Heated tobacco products: A brief. Geneva: WHO. Retrieved from https://apps.who.int/iris/handle/10665/350470
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363079
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363079
資料類型 thesis
dc.contributor.advisor 巫立宇<br>林宜霓zh_TW
dc.contributor.advisor Wu, Lei-Yu<br>Lin, Yi-Nien_US
dc.contributor.author (Authors) 何孟璇zh_TW
dc.contributor.author (Authors) Ho, Meng-Hsuanen_US
dc.creator (作者) 何孟璇zh_TW
dc.creator (作者) Ho, Meng-Hsuanen_US
dc.date (日期) 2025en_US
dc.date.accessioned 2-Oct-2025 11:08:39 (UTC+8)-
dc.date.available 2-Oct-2025 11:08:39 (UTC+8)-
dc.date.issued (上傳時間) 2-Oct-2025 11:08:39 (UTC+8)-
dc.identifier (Other Identifiers) G0112363079en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/159696-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 112363079zh_TW
dc.description.abstract (摘要) 本研究聚焦於加熱菸品進入台灣市場前X公司的行銷策略分析，探討全球，特別是已成熟的日本與韓國市場之減害產品（Reduced Risk Products, RRPs）市場禁如經驗如何轉化為X公司進入台灣市場的潛在策略。 本文採用質性研究方法，整合業界訪談與次級資料分析，輔以邱志聖（2020）提出之「4C成本理論」作為分析架構，從「外顯單位效益成本」、「資訊搜尋成本」、「道德危機成本」與「專屬陷入成本」四面向拆解X公司的行銷策略。 透過研究發現，面對台灣特殊的法規限制與尚未開放的政策環境，X公司現階段無法使用明確的會員制度、數位廣告工具來進行直接溝通，因此選擇透過通路品牌教育與相關活動接觸來建立與潛在用戶的初步連結。而在產品正式上線後，X公司考慮透過實體通路、客戶服務中心、裝置維修保固與點數兌換等方式，降低使用者的維修、使用成本與不確定性，並創造顧客黏著機制。另一方面，日本與韓國市場的經驗也反映出，降低道德風險與消費門檻，對於新興產品在市場初期階段至關重要。 本研究提供加熱菸品未來進入台灣市場時，可能採行之策略模組，並從行銷與競爭策略角度，呈現法規尚未開放前的準備布局與認知建立，具備實務參考與學術價值。zh_TW
dc.description.abstract (摘要) This study analyzes the marketing strategy of Company X prior to the entry of its heated tobacco products into the Taiwanese market. It investigates how global experiences—particularly from mature markets like Japan and South Korea—in developing Reduced Risk Products (RRPs) can inform potential strategies for Taiwan. Using a qualitative research approach, this study combines industry interviews and secondary data, applying the “4C Cost Theory” by Chih-Sheng Chiu (2020) as the analytical framework. The analysis focuses on four cost dimensions: explicit unit benefit cost, information search cost, moral hazard cost, and asset specificity cost. The findings suggest that due to Taiwan’s regulatory restrictions, Company X is unable to use digital advertising or formal membership systems. Instead, it has adopted indirect communication strategies, such as brand education and offline events through retail channels. After market entry, the company plans to reduce post-purchase uncertainty via repair services, warranty programs, physical support centers, and point-based reward systems. Insights from previous experiences also emphasize the importance of minimizing moral hazard and lowering adoption barriers in early stages. This research provides a strategic reference for heated tobacco product entry into Taiwan, offering practical and academic insights into pre-market positioning and consumer engagement under regulatory constraints.en_US
dc.description.tableofcontents 加熱菸進入台灣市場後之行銷策略分析—以 X 公司為例 1 第一章 緒論 8 第一節 研究背景與動機 8 第二節 研究問題與目的 11 第三節 研究流程 14 第二章 文獻探討 15 第一節 加熱菸市場與產品研究 15 第二節 亞洲市場（日、韓）案例分析 21 第三節 策略行銷 4C 成本理論 25 第三章 研究方法 28 第一節 研究設計與架構 28 第二節 研究對象與範圍 29 第三節 資料蒐集程序與質性訪談設計 31 第四章 個案分析 33 第一節 X 公司簡介與加熱菸產品定位 33 第二節 X 公司在台市場策略規劃與操作分析 35 第五章 結論與建議 44 參考文獻 48 附錄 52zh_TW
dc.format.extent 1028304 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363079en_US
dc.subject (關鍵詞) 加熱菸zh_TW
dc.subject (關鍵詞) 策略行銷zh_TW
dc.subject (關鍵詞) 4C 成本理論zh_TW
dc.subject (關鍵詞) 減害產品zh_TW
dc.subject (關鍵詞) 進入策略zh_TW
dc.subject (關鍵詞) Heated tobacco productsen_US
dc.subject (關鍵詞) Strategic marketingen_US
dc.subject (關鍵詞) 4C cost theoryen_US
dc.subject (關鍵詞) Reduced-risk productsen_US
dc.subject (關鍵詞) Market entry strategyen_US
dc.title (題名) 加熱菸進入台灣市場後之行銷策略分析—以 X 公司為例zh_TW
dc.title (題名) An Analysis of Marketing Strategies for Heated Tobacco Products in the Taiwanese Market: A Case Study of Company Xen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. 邱志聖（2020），策略行銷分析：架構與實務應用，元照出版社，第五版。 2. 衛生福利部國民健康署（n.d.）。新興菸品專區。檢自 https://www.hpa.gov.tw/Pages/List.aspx?nodeid=4783 3. British American Tobacco. (2024). Annual report and accounts 2024. Retrieved from https://www.bat.com/content/dam/batcom/global/main-nav/investors-and-reporting/reporting/combined-annual-and-sustainability-report/BAT_Annual_Report_Form_20-F_2024.pdf 4. Cho, J., Lee, S., & Kim, J. (2020). Comparison of carcinogen levels in mainstream smoke of heated tobacco products and combustible cigarettes. Journal of the Korean Medical Association, 63(2), 96–102. https://doi.org/10.5124/jkma.2020.63.2.96 5. Crosbie, E., & Glantz, S. A. (2018). Heated tobacco products: US FDA regulation and tobacco industry global marketing strategies. Tobacco Control, 27(Suppl 1), s114–s120. https://doi.org/10.1136/tobaccocontrol-2018-054419 6. Euromonitor International. (2023). Heated tobacco products in the world: Market trends and forecasts. Retrieved from https://www.euromonitor.com 7. Euromonitor International. (2025). Cigarettes and alternative nicotine products in Asia Pacific. Retrieved May 16, 2025, from https://www.euromonitor.com/cigarettes-and-alternative-nicotine-products-in-asia-pacific/report 8. GlobeNewswire. (2025, May 6). Heated tobacco products market size, share & trends analysis report 2025–2030. Retrieved May 15, 2025, from https://www.globenewswire.com/news-release/2025/05/06/3075358/0/en/Heated-Tobacco-Products-Market-Size-Share-Trends-Analysis-Report-2025-2030.html 9. Grand View Research. (2025). Heated tobacco products market size, share & trends analysis report by product (stick, leaf), by distribution channel (offline, online), by region (North America, Europe, Asia Pacific), and segment forecasts, 2025–2030. Retrieved May 16, 2025, from https://www.grandviewresearch.com/industry-analysis/heated-tobacco-products-htps-market 10. Japan Tobacco Inc. (2024). 2024 First Quarter Results. Retrieved from https://www.jt.com/investors/results/forecast/pdf/2024/First_Quarter/20240509_07.pdf 11. Japan Tobacco Inc. (2025). 2024 Full Year Results & 2025 Forecasts. Retrieved from https://www.jt.com/investors/results/forecast/pdf/2024/Full_Year/20250213_06.pdf 12. Kim, J., Yu, H., Lee, S., & Paek, Y. J. (2018). Awareness, experience and prevalence of heated tobacco product, iQOS, among young Korean adults. Tobacco Control, 27(Suppl 1), s74–s77. https://doi.org/10.1136/tobaccocontrol-2018-054390 13. Lu, J., Shang, J., Yu, L., Li, Y., & Wei, X. (2022). Comparative chemical characterization of mainstream smoke from heated tobacco and combustible cigarettes. Toxics, 10(1), 8. https://doi.org/10.3390/toxics10010008 14. Majek, P., Stachera, A., Górski, P., & Majek, P. (2023). Cardiopulmonary responses to heated tobacco product use: A randomized controlled trial. ERJ Open Research, 9(2), 00595-2022. https://doi.org/10.1183/23120541.00595-2022 15. Odani, S., & Tabuchi, T. (2022). Prevalence and denial of current tobacco product use: Combustible and heated tobacco products, Japan, 2022. Preventive Medicine Reports, 30, 102031. https://doi.org/10.1016/j.pmedr.2022.102031 16. Odani, S., & Tabuchi, T. (2024). Tobacco usage in the home: A cross-sectional analysis of heated tobacco product (HTP) use and combustible tobacco smoking in Japan, 2023. Environmental Health and Preventive Medicine, 29(11). https://doi.org/10.1265/ehpm.23-00292 17. Philip Morris International. (2024). Integrated report 2023. Retrieved from https://www.pmi.com/investor-relations/reports-filings 18. Research and Markets. (2025, May 6). Heated tobacco products market size, share & trends analysis report by product (stick, leaf), by distribution channel (offline, online), by region (North America, Europe, Asia Pacific), and segment forecasts, 2025–2030. Retrieved May 15, 2025, from https://www.researchandmarkets.com/reports/5749444/heated-tobacco-products-market-size-share-and 19. Statista. (2024). Share of the global tobacco market held by heated tobacco products from 2015 to 2025. Retrieved from https://www.statista.com 20. TobaccoTactics. (n.d.). Heated tobacco products. Retrieved May 16, 2025, from https://www.tobaccotactics.org/article/heated-tobacco-products/ 21. World Health Organization. (2021). Heated tobacco products: A brief. Geneva: WHO. Retrieved from https://apps.who.int/iris/handle/10665/350470zh_TW