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| Title: | 保健食品公司經營與核心價值分析-以S公司為例
Analysis of dietary supplements company in core values and operations: A case study of S company. |
| Authors: | 楊博鈞
Yang, Po-Chun |
| Contributors: | 巫立宇
楊博鈞
Yang, Po-Chun |
| Keywords: | 保健食品
策略行銷4C
商業模式
核心價值
Dietary supplement products
4C framework
Core brand values |
| Date: | 2023 |
| Issue Date: | 2023-07-06 16:28:32 (UTC+8) |
| Abstract: | 伴隨消費者健康意識抬頭、慢性文明病的增加、少子化社會人口結構改變，民眾對保健營養食品之需求持續增加，引領世界先進國家食品產業投入健康訴求的保健營養食品製造行列，促使保健營養食品成為新的風潮，然而近幾年因疫情影響，開始有主力經營傳直銷的業者從線下面對面直銷方式，轉為線上透過電子商務，非人與人接觸交易的經營模式。隨著新社群及新通路經濟逐漸活絡，後疫情時代無接觸經濟快速成長，促使國內業者在保健營養食品通路方面有著全新佈局。
本研究利用策略行銷 4C 架構針對 S 公司旗下品牌分析以確認公司經營方向與價值。個案公司針對後疫情時代經營方針之變化與對策進行分析，其 4C 架構分析，如何於個案公司、產品、消費者之間產生的外顯及內隱交易成本，並提升公司整體銷售及消費者關係。
後疫情時代，為了符合永續議題，透過策略行銷 4C 架構檢視本公司社會企業責任永續報告書，環境、社會、治理的發展原則、管理機制與長、短期目標，並評估其風險與價值，以因應未來國際永續倡議趨勢。
本研究的結果，透過個案分析中，發現提升品牌公信力、產品價值、分眾行銷明確之外，售後服務維持良好的顧客關係也是必要條件；個案公司經研究發現，遵循 4C 行銷架構，得以在台灣保健品牌中，擺脫單純的低價競爭，解決消費者痛點，展現卓越成績並成功提升公司成長率，延續品牌核心價值。
With the increasing consumer health awareness, the rise of modern civilization disease, and the changing population structure due to declining birth rate, the demand for dietary supplements continues to grow. This trend has prompted advanced countries to invest in the production of these products. However, due to the impact of the pandemic, major direct sales companies have shifted from traditional face-to-face sales to online e-commerce. The post-pandemic era of contactless economy is rapidly growing, accelerating domestic industry to adopt new strategies in the distribution of dietary supplement products.
This study aims to analyze the brands under S company to identify the company`s business operations and value, and to evaluate its strategies in the distribution of dietary supplement products in the post-pandemic era. The study uses the 4C framework of strategic marketing to examine the company`s management policies, the explicit and implicit transaction costs among the company, products, and consumers.
Additionally, the study examines the company`s social responsibility sustainability report, using the 4C framework, to align with sustainability issues. The results reveal the importance of maintaining good customer relationships through after-sales service, in addition to enhancing brand credibility, product value, and targeted marketing.
The findings of this study show that by adhering to the 4C marketing framework, the case company is able to process consumer pain points. It can break away from the low-price competition in the Taiwanese health supplement market. This success has led to an increased growth rate for the company and the continuation of its core brand values. |
| Reference: | 丁肇毅 (2022)，金融科技新創公司策略行銷：以安富財經科技為例。國立政治大學，碩士論文，台北。
呂雅蕙 (2022)，臺灣保健營養品發展現況與趨勢。
邱志聖 (2020)，策略行銷分析：架構與實務應用(第五版)。台灣台北：元照出版有限公司。
陳麗婷、鄭佩真、簡政羣 (2020)，全球及台灣保健營養食品發展趨勢。
陳麗婷、鄭佩真、簡政羣 (2022)，國際保健營養食品發展環境與趨勢。
陳麗婷等 (2023)，全球食品產業趨勢。
曾馨誼、許瑞瑱、施坤河 (2022)，2020國內保健營養食品產值暨產業概況分析
Osterwalder, A., and Pigneur, Y. (2011), Business Model Generation: A Handbook for Visionaries, Game, Changers, and Challengers, African Journal of Business Management, Vol. 5(7). |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932175 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932175 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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