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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/63681

    Title: 臺灣市場保健食品成功的行銷策略
    Marketing Mix Strategy to Success in Taiwan Health Food Market
    Authors: 金永鎭
    Kim, Young Jin
    Contributors: 吳文傑
    Wu, Jack
    Kim, Young Jin
    Keywords: 臺灣保健食品市場
    Taiwan Health food market
    Marketing 4P Strategy
    Distribution Channel
    Date: 2013
    Issue Date: 2014-02-10 14:51:41 (UTC+8)
    Abstract: This study aims that is suggests the right direction for establishing a successful marketing strategy and activation of Taiwan market for the rightful functional health food, by defining of complicated health care food in Taiwan, reviewing health care food market, surveying the previous example of mistake and success.
    Especially, for foreign health care food company, it is very important how to make marketing strategy before launching new product. However, this study trying to offer several tips based on real situation. 4P strategy is most common used marketing tool and this study suggesting through 4P(Product, Price, Place, Promotion) point of view.
    Reference: [1] Health food Control Act http://mohwlaw.mohw.gov.tw/Chi/EngContent.asp?msgid=300&KeyWord=%B0%B7%B1d%AD%B9%AB%7E%BA%DE%B2z%AAk
    [2] 陳淑芳,《台灣保健食品產業現況分析與趨勢》,2008.
    [3] 全國意向Trendgo survey, The reason Taiwan people buy health care food 2012
    [4] 台灣人口高齡化之趨勢與對策分析
    [5] Aging population analysis (Global Industry Analysts和臺經院生技中心
    [6] Taiwan Certificated Health Food product (2013, ITIS 食品産業年鑑)
    [7] Donga business review
    [8] D. Cohen, "Consumer Behavior", New York Random House Inc., 1981.
    [9] D. A. Arker, "Strategic Management", John Willy and Sons, 2nd ed., 1988.
    [10] Duffy M. E. "Determinants of Health-promotion in midlife woman", Nursing Reserch 37(6), 1988, 358-362.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097933036
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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