| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 金永鎭 | zh_TW |
| dc.contributor.author (Authors) | Kim, Young Jin | en_US |
| dc.creator (作者) | 金永鎭 | zh_TW |
| dc.creator (作者) | Kim, Young Jin | en_US |
| dc.date (日期) | 2013 | en_US |
| dc.date.accessioned | 10-Feb-2014 14:51:41 (UTC+8) | - |
| dc.date.available | 10-Feb-2014 14:51:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 10-Feb-2014 14:51:41 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097933036 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/63681 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 97933036 | zh_TW |
| dc.description (描述) | 102 | zh_TW |
| dc.description.abstract (摘要) | This study aims that is suggests the right direction for establishing a successful marketing strategy and activation of Taiwan market for the rightful functional health food, by defining of complicated health care food in Taiwan, reviewing health care food market, surveying the previous example of mistake and success.Especially, for foreign health care food company, it is very important how to make marketing strategy before launching new product. However, this study trying to offer several tips based on real situation. 4P strategy is most common used marketing tool and this study suggesting through 4P(Product, Price, Place, Promotion) point of view. | en_US |
| dc.description.tableofcontents | 1. Introduction 11.1. Motivation and Purpose 12. Overview of Health Care Food Market in Taiwan 22.1. Health Care Food Definition 22.2. Health Care Food Industries in Taiwan 42.3. Channels to Buy Health Care Food 63. Marketing Mix Strategy to Success in Taiwan Health Care Food Market 93.1. Product Strategy 93.1.1. Detailed and Specific Development 93.1.2. Importance of Branding 103.2. Price Strategy 113.2.1. Early Adopters Price 113.2.1.1. Example of Mistake 123.3. Place Strategy 133.3.1. Customer Focused Channel Distribution 143.3.2. Direct Management 163.4. Promotion Strategy 173.4.1. Allocation for BTL and ATL 183.4.2. The Effectiveness of ATL Advertisement 194. Example of Marketing Mix Strategy 204.1. Brands (白蘭氏) Marketing Strategy 204.1.1. Product Strategy 204.1.2. Price and place Strategy 225. Summary and Suggestion 23Reference 27Appendix 28 | zh_TW |
| dc.format.extent | 1130141 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097933036 | en_US |
| dc.subject (關鍵詞) | 臺灣保健食品市場 | zh_TW |
| dc.subject (關鍵詞) | 行銷4P策略 | zh_TW |
| dc.subject (關鍵詞) | 通路 | zh_TW |
| dc.subject (關鍵詞) | Taiwan Health food market | en_US |
| dc.subject (關鍵詞) | Marketing 4P Strategy | en_US |
| dc.subject (關鍵詞) | Distribution Channel | en_US |
| dc.title (題名) | 臺灣市場保健食品成功的行銷策略 | zh_TW |
| dc.title (題名) | Marketing Mix Strategy to Success in Taiwan Health Food Market | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | [1] Health food Control Act http://mohwlaw.mohw.gov.tw/Chi/EngContent.asp?msgid=300&KeyWord=%B0%B7%B1d%AD%B9%AB%7E%BA%DE%B2z%AAk[2] 陳淑芳,《台灣保健食品產業現況分析與趨勢》，2008.[3] 全國意向Trendgo survey, The reason Taiwan people buy health care food 2012[4] 台灣人口高齡化之趨勢與對策分析www.shs.edu.tw/works/essay/2006/10/2006101915553612.pdf[5] Aging population analysis (Global Industry Analysts和臺經院生技中心[6] Taiwan Certificated Health Food product (2013, ITIS 食品産業年鑑)[7] Donga business reviewm.dongabiz.com[8] D. Cohen, "Consumer Behavior", New York Random House Inc., 1981.[9] D. A. Arker, "Strategic Management", John Willy and Sons, 2nd ed., 1988.[10] Duffy M. E. "Determinants of Health-promotion in midlife woman", Nursing Reserch 37(6), 1988, 358-362. | zh_TW |
