The Study of Innovation Strategy for The Business of Complementary and Alternative Medicine– The Case of An Aromatherapy Company in Taiwan

• Main Authors: Mei-lan Kuo, 郭梅蘭
• Other Authors: Kuo-qinYan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/60277409400781664917

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 99 === The Preventive medicine is the mainstream in the 21th century. While the Medicare requirement is relatively raised, many traditional therapies are empirical affirmed by the science progressively. The complementary and alternative medicine are concerned in the Medicare of new century. Complementary and alternative therapies in health care in the new century are concerned. Current use of complementary and alternative therapies combined with modern medicine and the concept of preventive medicine is becoming the trend and is widely used. People nowadays live under big pressure and suffer from the mental unbalance and hormone imbalance. The aromatherapy is able to recover the neurocyte function and help to release the tired body and mind, and enhance the immune system. At present, it obtains high affirmation under the positive cooperation and development by industry, government, academic circles and research field. As a result, it promotes the vigorous development of the related health industry. But the qualities of essential oils are uneven in the market currently and there are many essential oil suppliers didn’t make clear indications. The decent essential oils importers and suppliers are severely hit by the cheap chemical mixture essential oil suppliers. In the past, even if there were many specialists devoted to the study of the application method of essential oils and curative effect and proved its positive effect, it didn’t make essence benefit for the sales of aromatherapy entrepreneur. How to segment the market, create the differentiation, cooperate with the different specialized fields enterprise and make the effective sources integration to increase the popularity and raise the competition advantage by the suitable innovation strategy in order to draw up the future development aspect for Taiwan aromatherapy entrepreneur. This study aims at create new science subject and new business opportunity. Thus, this study uses questionnaires approach to investigate and analyze the key success factors by applying the competition advantage and strategy analysis models. To find the key success factory for aromatherapy entrepreneur, examining the feasibility of strategy intention, strategy target and the executive plan. Results are expected to provide to competition strategy for future development direction and enhance business competitiveness.