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| Title: | 加熱菸進入台灣市場後之行銷策略分析—以 X 公司為例
An Analysis of Marketing Strategies for Heated Tobacco Products in the Taiwanese Market: A Case Study of Company X |
| Authors: | 何孟璇
Ho, Meng-Hsuan |
| Contributors: | 巫立宇
林宜霓
Wu, Lei-Yu
Lin, Yi-Ni
何孟璇
Ho, Meng-Hsuan |
| Keywords: | 加熱菸
策略行銷
4C 成本理論
減害產品
進入策略
Heated tobacco products
Strategic marketing
4C cost theory
Reduced-risk products
Market entry strategy |
| Date: | 2025 |
| Issue Date: | 2025-10-02 11:08:39 (UTC+8) |
| Abstract: | 本研究聚焦於加熱菸品進入台灣市場前X公司的行銷策略分析，探討全球，特別是已成熟的日本與韓國市場之減害產品（Reduced Risk Products, RRPs）市場禁如經驗如何轉化為X公司進入台灣市場的潛在策略。
本文採用質性研究方法，整合業界訪談與次級資料分析，輔以邱志聖（2020）提出之「4C成本理論」作為分析架構，從「外顯單位效益成本」、「資訊搜尋成本」、「道德危機成本」與「專屬陷入成本」四面向拆解X公司的行銷策略。
透過研究發現，面對台灣特殊的法規限制與尚未開放的政策環境，X公司現階段無法使用明確的會員制度、數位廣告工具來進行直接溝通，因此選擇透過通路品牌教育與相關活動接觸來建立與潛在用戶的初步連結。而在產品正式上線後，X公司考慮透過實體通路、客戶服務中心、裝置維修保固與點數兌換等方式，降低使用者的維修、使用成本與不確定性，並創造顧客黏著機制。另一方面，日本與韓國市場的經驗也反映出，降低道德風險與消費門檻，對於新興產品在市場初期階段至關重要。
本研究提供加熱菸品未來進入台灣市場時，可能採行之策略模組，並從行銷與競爭策略角度，呈現法規尚未開放前的準備布局與認知建立，具備實務參考與學術價值。
This study analyzes the marketing strategy of Company X prior to the entry of its heated tobacco products into the Taiwanese market. It investigates how global experiences—particularly from mature markets like Japan and South Korea—in developing Reduced Risk Products (RRPs) can inform potential strategies for Taiwan.
Using a qualitative research approach, this study combines industry interviews and secondary data, applying the “4C Cost Theory” by Chih-Sheng Chiu (2020) as the analytical framework. The analysis focuses on four cost dimensions: explicit unit benefit cost, information search cost, moral hazard cost, and asset specificity cost.
The findings suggest that due to Taiwan’s regulatory restrictions, Company X is unable to use digital advertising or formal membership systems. Instead, it has adopted indirect communication strategies, such as brand education and offline events through retail channels. After market entry, the company plans to reduce post-purchase uncertainty via repair services, warranty programs, physical support centers, and point-based reward systems. Insights from previous experiences also emphasize the importance of minimizing moral hazard and lowering adoption barriers in early stages.
This research provides a strategic reference for heated tobacco product entry into Taiwan, offering practical and academic insights into pre-market positioning and consumer engagement under regulatory constraints. |
| Reference: | 1. 邱志聖（2020），策略行銷分析：架構與實務應用，元照出版社，第五版。
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363079 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363079 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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