我國生物技術行銷研究－以健康食品為例

• Main Authors: 杜昌峰, Duh, Chang-Feng
• Language: 中文
• Published: 國立政治大學
• Subjects: 生物科技術行銷; 健康食品行銷; Biotechnology marketing; Health food marketing
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22A2002001128%22.

本論文是以生物技術產業下之健康食品行銷研究為主題，研究結果主要供健康食品廠商參考之用。本研究以質化廠商訪談與量化消費者問卷兩方面之調查，最後對廠商提出關於健康食康食品之行銷策略建議。本研究主要建議如下： 一、目標對象策略 1.目標對象之設定應避免「所有的人」，須更為明確。 2.「年齡」之設定，可再往25歲以下之人推進。 3.可視本身產品特性，再決定「個體」或「群體」訴求。 4.應加強「重度使用者」之使用。 二、產品定位策略 應發展出適合本身產品之「心理圖象」。 三、定價策略 可以使用「價值導向競爭法」，以求取更大利潤。 四、通路策略 1.應以「專門性」、「單一性」之通路為主。 2.通路應考慮到「購買之便利性」。 五、推廣策略 1.品牌、廣告、包裝為消費者所重視，廠商應繼續維持努力。 2.依本研究調查結果，強化消費者所重視之「銷售人員特質」。 3.用公共關係或其他工具以突破法規中「廣告不得宣稱療效」。 4.促銷應謹慎為之，以免傷及品牌。 5.應加強廠商原先不甚重視之直效行銷，特別是諮詢服務一項。 六、其它 廠商應延聘專業經理人。 === This dissertation is the marketing research of Health Food, belonging to the biotechnology industry, and the research results are mainly for corporation's reference. Both qualitative research of corporation in-depth interview and quantitative research of consumer survey are taken to get the marketing strategy suggestions for health food corporations. The primary suggestions are as following： A. Target Audience Strategy 1. The settlement of TA is supposed to be more precise rather that “all people” 2. The settlement of “age” could be below 25. 3. The appeals of “individual” or “group” should be based on attributes. 4. Intensify the use of “Heavy Users”. B. Product Position Strategy Managers should exploit “mental image” suitable to the self-product's characters. C. Pricing Strategy Managers could exert “value-based pricing” to get more profits. D. Distribution Channel Strategy 1. The distribution channel should be based on the “specialized” and “single”. 2. The channel should consider “the convenience of purchasing”. E. Promotion Strategy 1. Brand, advertising and package are appreciated by consumers, and managers should keep on working hard these matters. 2. According to the research, managers should intensify the “salesman characters”, which is valued by consumers. 3. Managers should use PR or other promotion tools to avert “ don’t claim therapy effects” by the regulations. 4. Managers should be prudent about the sales promotion in case hurting the brand. 5. Direct marketing, which is not highly valued by managers before, is supposed to be intensified, especially counseling. F. Other Corporations should employ professional managers.