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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/145750


    Title: 產品轉換不同市場之研究及其行銷策略
    Authors: 劉永詳
    Liu, Yung-Hsiang
    Contributors: 周冠男
    劉永詳
    Liu, Yung-Hsiang
    Keywords: 轉換市場
    複合式行銷
    不當行為
    保養品
    經皮吸收
    膠原蛋白
    Date: 2023
    Issue Date: 2023-07-06 16:24:26 (UTC+8)
    Abstract: 近幾十年來保養品漸漸的從化工產品升級到了具功效性的生物科技產品，這些保養品也已經變成女性每天的必需品了，這是一個龐大的產業，各家廠商也不斷地提升自家競爭力，促使保養品從最初的表皮層的保養，提升到真皮層的修復，讓保養品不再是品牌身分地位的象徵了，而是真正的能夠修復你老化的肌膚，讓你更美麗。

    本研究案是產品在轉換不同市場之商業模式及其行銷策略之研究探討，是指一種經皮吸收的膠原蛋白產品，原本是在醫美通路販售的產品，本文就其如何擴展到百貨市場的研究進行探討。本研究案利用策略行銷4C架構來導出產品的競爭力 – 產品區隔及產品的優缺點，使用五力分析導出產品的市場競爭力，及使用不當行為的理論來解析消費行為，進而導出行銷策略。本研究案的複合式行銷架構是由複合式行銷模組及行銷策略架構而成，以傳統的代理經銷商為基礎，探討如何利用模組提升加盟商(經銷商)的獲利性及複製性，探討如何利用行銷策略及模組來創造新的個人客戶及網路上的個人客戶，期間導入稟賦效應(endowment effect)、損失趨避(loss aversion)、心理帳戶(Mental Accounting)、獲得效用（acquisition utility）與交易效用（transaction utility）等理論，來研究探討本研究案的可行性及其風險。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    107932188
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107932188
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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