| Summary: | 碩士 === 國立雲林科技大學 === 應用外語系碩士班 === 94 === With the fast advancement in information technology, computers have become indispensable equipment in office and at home alike. Many tasks are done without stepping out of doors. However, people live in the modern city are under greater pressure from the competitive society. Health problem, as a result, has become more serious than before.
This study combines B2C e-commerce and functional foods at the interface of e-store. The purpose of the study is to find effective marketing strategies for functional foods e-stores. To achieve the goal, consumers’ behavior online and a suitable e-marketing strategy mix was explored first. Then manipulated some of the marketing strategies 4Ps+P2C2S2 on a prototype e-store established by the research and explored the marketing strategies that applied by experienced functional food e-stores.
As the marketing strategies are so diversified, the study then applied the “four actions” introduced in the Blue Ocean Strategy to put all techniques into the Eliminate-Reduce-Raise-Create Grid. The concept of the grid is to help business evaluate all techniques and prioritizing the importance of each techniques. The result shows that except 4Ps+P2C2S2 strategies, workforce and food regulation are the two techniques that should be included into the e-marketing strategies.
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