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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157689


    Title: 保健食品多層次傳銷模式之永續經營： 以雙鶴集團為例
    A Sustainable Management Model for Health Food Multi-Level Marketing : The Case of Double Crane Group
    Authors: 古宜柔
    Ku, Yi-Jou
    Contributors: 郭炳伸
    Kuo, Biing-Shen
    古宜柔
    Ku, Yi-Jou
    Keywords: 傳銷產業
    保健食品
    永續經營
    E會員制度
    數位轉型
    雙鶴集團
    MLM Industry
    Health Food
    Sustainable Management
    E-Membership
    Digital Transformation
    Double Crane Group
    Date: 2025
    Issue Date: 2025-07-01 14:22:03 (UTC+8)
    Abstract: 臺灣保健食品產業持續擴張，多層次傳銷模式雖具網絡擴散與組織動能優勢，卻在數位消費興起與社會觀感轉變下，面臨結構性挑戰。雙鶴集團為臺灣首家以靈芝為核心、採垂直整合製程之保健食品傳銷企業，亦為少數成功佈局海外市場的本土品牌，具高度探討價值。
    本文以雙鶴集團為研究對象，綜合第二章消費趨勢與產業分析、第三章企業營運實況，並於第四章以SWOT架構整合各項策略條件，探討其在維護既有制度基礎下，如何因應環境變遷與市場變革。
    研究指出，品牌目前受限於單一通路與數位轉型適應不及，為提升市場滲透率與永續性，提出以「E會員制度」、「官網優化」與「社群行銷」為核心策略，兼顧體系穩定與開拓新客源之需求。期盼本研究能為傳統傳銷企業尋求轉型出路、建立新時代競爭優勢提供具體參考。
    Taiwan's health food industry continues to expand. Although the multi-level marketing model has the advantages of network expansion and organizational dynamics, it is facing structural challenges due to the rise of digital consumption and changes in social perception. As the first vertically-integrated health food marketing company in Taiwan with Lingzhi as its core product, and one of the few local brands that have successfully established a presence in the overseas market, the Double Crane Group is highly valuable to explore.
    This paper focuses on Double Crane Group, summarizing the consumer trend and industry analysis in Chapter 2, the business operation in Chapter 3, and integrating the strategic conditions with the SWOT framework in Chapter 4, to explore how it responds to the environmental changes and market reforms under the maintenance of the established institutional foundation.
    The study points out that brands are currently limited by a single channel and are not able to adapt to digital transformation. In order to increase market penetration and sustainability, the study proposes “E-membership”, “website optimization” and “social marketing” as the core strategies, which take into account the needs of system stability and the development of new customer sources. It is hoped that this study will provide a concrete reference for traditional MLM enterprises to seek a way out of transformation and establish a competitive advantage in the new era.
    Reference: 1.司徒達賢. (2019). 策略管理新論:觀念架構與分析方法. 元照出版.
    2.汪志謙、朱海蓓. (2023). 峰值體驗:洞察隱而未知的需求，掌握關鍵時刻影響 顧客決策. 天下雜誌.
    3.邱志聖. (2020). 策略行銷分析:架構與實務應用. 元照出版.
    4.詹文男. (2024). 向大師學習數位轉型:臺灣企業案例分析與產業趨勢觀點. 商周出版.
    5.巫立宇、邱志聖. (2018). 銷售與顧客關係管理. 新陸書局.
    6.財團法人多層次傳銷保護基金會、直銷世紀雜誌. (2020). 台灣多層次傳銷發展史:完整呈現台灣多層次傳銷四十年發展軌跡. 傳智國際
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    111932164
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111932164
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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