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| Title: | 直銷成長的商業模式──以台灣賀寶芙的營養俱樂部為例
A business model for growth in direct selling: the case of Herbalife’S nutrition club in Taiwan |
| Authors: | 許琇涵
Hsu, Stacy |
| Contributors: | 沈永正
Shen, Yung Cheng
許琇涵
Hsu, Stacy |
| Keywords: | 直銷成長 台灣賀寶芙 |
| Date: | 2009 |
| Issue Date: | 2010-12-08 01:59:16 (UTC+8) |
| Abstract: | 直銷成長的商業模式──以台灣賀寶芙的營養俱樂部為例
As the prominence of social networking and direct interpersonal means of communication have swept the modern Internet era, the means by which consumers are marketed to have dramatically changed. Currently, in Taiwan there is no shortage of products to consume or information about those products to understand. Therefore, the concept of the Herbalife Nutrition Club in Taiwan has prompted a dynamic shift in the way Taiwanese consumers are introduced to, learn about, consume, and become brand loyal to the health and nutrition products offered by the company. The foundation of the nutrition club concept is built upon the Direct Selling industry, which is an outgrowth of decades of studying customer value perception, product promotion localization, and recently social networking. This study explores the Herbalife Nutrition Club business model in Taiwan and how it is radically providing product and service experiences to customers to garner consecutive years of double-digit growth in Taiwan since 2006.
ABSTRACT 1
TABLE OF CONTENTS 2
CHAPTER 1: INTRODUCTION 3
1.1 - THE NUTRITION CLUB CONCEPT 3
CHAPTER 2: HERBALIFE IN TAIWAN, THE CASE OF DIRECT SELLING 5
2.1 – DEFINITION AND OVERVIEW OF THE DIRECT SELLING INDUSTRY 5
2.2 - DIRECT SELLING HISTORY IN TAIWAN 6
2.3 - DIRECT SELLING PROSPECTS IN TAIWAN 7
2.4 - DIRECT SELLING IN THE TAIWAN HEALTH FOODS MARKET 8
2.5 - HERBALIFE CORPORATE PROFILE AND TAIWAN SUBSIDIARY 10
2.6 - HERBALIFE’S NUTRITION CLUB - BACKGROUND AND PROFILE 12
2.7 - NUTRITION CLUB VALUE CREATION 15
CHAPTER 3: CASE ISSUE 18
3.1 – THE DEFINITION AND FUNCTION OF A BUSINESS MODEL 18
3.2 - HERBALIFE’S NC BUSINESS MODEL IN TAIWAN 19
3.3 - THE NC BUSINESS STRATEGY FOR MARKET PENETRATION AND GROWTH 21
3.4 - DIRECT SELLING COMPANIES AND HERBALIFE COMPETITORS IN TAIWAN 23
3.5 - NC BUSINESS MODEL VERSUS COMPETITORS 25
3.6 – NUTRITION CLUB SWOT ANALYSIS 27
CHAPTER 4: FINDINGS 33
4.1 - CASE METHODOLOGY 33
4.2 - DATA COLLECTION 34
4.3 - CASE FINDINGS 37
CHAPTER 5: DISCUSSIONS & CONCLUSIONS 44
5.1 – CASE CONCLUSIONS 45
5.2 – SUGGESTIONS AND RECOMMENDATIONS FOR THE NUTRITION CLUB BUSINESS MODEL 45
REFERENCES 49
BOOKS 49
ARTICLES 50
INTERVIEWEES 51
WEBSITES 51 |
| Reference: | BOOKS
1. Aaker, David A.; Strategic Market Management, John Wiley & Sons, Inc. c2001
2. Jansen, Wendy, Steenbakkers, Wilchard, and Jägers, Hans; New business models for the knowledge economy, Aldershot, England ; Burlington, VT : Gower, c2007, pp. 2-5, ch. 2, 3, 4.
3. Fleisher and Bensoussan, Babette E.; Business and competitive analysis : effective application of new and classic methods, Upper Saddle River, NJ : Financial Times Press, c2007, ch. 8, 18, 20.
4. Hess, Edward; The road to organic growth : how great companies consistently grow marketshare from within, New York : McGraw-Hill, c2007; pp. 65-70, pp. 149.
5. Chesbrough, Henry; Open business models [videorecording] : how to thrive in the new innovation landscape, Mill Valley, CA : Kantola Productions, c2007, pp. 107-134.
6. Bone, John; The hard sell : an ethnographic study of the direct selling industry, Aldershot, England ; Burlington, VT : Ashgate, c2006, pp. 1-11, pp. 33-40, ch. 3.
7. Huff, Ann Sigismund, Floyd, Steven W., Sherman, Hugh D., Terjensen, Siri; Strategic Management: Logic & Action, John Wiley & Sons, Inc. c2009.
8. Day, George S., Market Driven Strategy: Process for Creating Value, The Free Press, A Division of Macmillan, Inc., New York, c1990.
9. Skarzynski, Peter and Gibson, Rowan; Innovation to the Core, Harvard Business Press, c2008
10. Vandermerwe, Sandra; Customer Capitalism: Increasing Returns in New Market Spaces, London ; Philadelphia, PA : Whurr Publishers, [2001]
11. Grayson, Kent and Berry, Richard; The Strategic Advantages of Direct Selling, Mastering Marketing (Financial Times, ed.), London, UK: Financial Times Publishing, c1000
12. Amway’s Direct Selling Strategies; Shi Hua, Best Culture Enterprise Co., Ltd., c2006
13. Hawkins Del I., Best Roger J., Coney Kenneth A.; Consumer behavior : building marketing strategy, Boston, Mass. : Irwin/McGraw Hill, c2001
14. Herbalife 2008 Annual Report
15. Herbalife 2009 Annual Report
16. Nu Skin 2008 Annual Report
17. 陳得發 李信興 直銷公司採用實體通路之決策分析, 2006年第十一屆直銷學術研討會
18. 陳得發 黃智隆, 直銷業採取多重通路之研究, 第四屆直銷學術研討會
19. 賴進芎, 直銷業創業導向、競爭策略、組織文化與產業環境對組織績效的影響 之研究- 以台灣多層次傳銷業為例
20. 陳俊峰, 影響消費者購買保健食品決策因素之硏究: 以多層次傳銷為例, 碩士論文--國立成功大學高階管理碩士在職專班 94
21. 曾子鴻, 多層次傳銷之經營研究- 以如新公司6-4-2系統為例, 碩士論文--國立成中山大學企業管理碩士班 96
ARTICLES
1. Herbalife 2009 Consumer Products Conference Presentation.
2. Herbalife 2009 GS Consumer Products Conference Presentation
3. Herbalife 2008 Investor Day Presentation
4. Chen, Der Fa Robert, Wang, Shu Yin, Cheng, Shiuh Tarng, The Success Factors for Direct Selling Business
5. 陳淑芳, 台灣保健食品產業現況分析與趨勢, 食品生技, 2009 No 18, pp.9-13
6. 2005-2008國民營養健康狀況變遷調查, 台灣營養健康狀況變遷調查, 行政院衛生署
7. 蔡宜家, 王家樑; 直銷管理個案研究報告- 美樂家
8. 許瑞禎, 國內保健食品產業及市場現況, 中華穀類食品工業技術研究所98年11月11日保健食品實務研討會
9. 曾馨誼, 許瑞禎, 盧訓, 2008年國內保健食品產值暨產業概況分析摘要, 中華穀類食品工業技術研究所
10. 陳得發, 王淑吟, 姚勝挺, 二十一世紀零售業經營變革-台灣直銷產業發展分析, 國立中山大學企業管理學系
11. 劉樹崇, 台灣直銷業發展與趨勢, 2008. 01. 10
12. 謝明玲, 全球第十二大市場 台式創新 引爆直銷戰爭, 天下雜誌, 432期 2009/10
INTERVIEWEES
1. Professor Chen, KAINAN University, Taiwan
2. Mr. Chen, Chairman Team member, Herbalife Taiwan
3. Mrs. Chen, Chairman Team member, Herbalife Taiwan
4. Ms. Chang, Chairman Team member, Herbalife Taiwan
5. Mr. Ko, Millionaire Team member, Herbalife Taiwan
6. Ms. Li, Global Expansion Team member, Herbalife Taiwan
7. Ms. Lin, Emerald Team, NuSkin Taiwan
8. Mrs. Chen, Executive Director, Melaleuca Taiwan
9. Mrs. Liu, Executive Director, MicroSoy Taiwan
10. Ms. Chen, Dietitian, MicroSoy Taiwan
11. Ms. Chang, Distributor, Herbalife Taiwan
12. Mr. Lin, Distributor, Herbalife Taiwan
13. Mrs. Lin, Customer, NC member, Herbalife Taiwan
14. Mrs. Su, Customer, Herbalife Taiwan
WEBSITES
Johnson, Mark W., Christensen, Clayton M., and Kagermann, Henning, Reinventing Your Business Model, HBR <http://hbr.org/2008/12/reinventing-your-business-model/ar/1>
Johnson, Mark W., A New Framework for Business Models, The Conversation, HBR <http://blogs.hbr.org/cs/2010/01/is_your_business_model_a_myste_1.html>
Dos, Yves L., Kosonen, Mikko, The New Deal at the Top, HBR <http://hbr.org/2007/06/the-new-deal-at-the-top/ar/1>
Magretta, Joan, Why Business Models Matter; HBR <http://hbr.org/product/why-business-models-matter/an/R0205F-PDF-ENG>
Song, Jingli, Direct-selling industry rises against economic downturn, China Daily <http://www.chinadaily.com.cn/business/2009-11/30/content_9081223.htm>
World Federation of Direct Selling Association <http://www.wfdsa.org/>
Direct Selling Research Center <http://www.dsrc.nsysu.edu.tw/dsrc-tn/research/research.htm>
Direct Selling Association <http://www.dsa.org/>
World Health Organization <http://www.who.int/en/> <http://www.who.int/mediacentre/factsheets/fs311/en/index.html>
Department of Health
<http://nahsit.survey.sinica.edu.tw/node/15>
AC Nielsen Website <http://tw.en.nielsen.com/site/index.shtml>
MARKGUBUAN.COM, Herbalife Review – From the Trunk of A Car to The New York Stock Exchange. <http://markgubuan.com/herbalife-review-from-the-trunk-of-a-car-to-the-new-york-stock-exchange>
Wikipedia- AIDA Model
<http://en.wikipedia.org/wiki/AIDA_(marketing)>
<http://en.wikipedia.org/wiki/Purchase_funnel>
Herbalife USA Website <http://www.herbalife.com/>
Herbalife Taiwan Website <http://www.herbalifeww.com/tw/index.asp>
Nu Skin Official Website <http://ir.nuskin.com/phoenix.zhtml?c=103888&p=irol-irhome>
Nu Skin Taiwan Website <http://www.nuskin.com.tw/>
Melaleuca Official Website <http://www.melaleuca.com/>
Melaleuca Taiwan Website <http://www.melaleuca.com.tw/>
MicroSoy Website <http://www.microsoy.com.tw/>
MicroBio Website <http://microbio.com.tw/c04.htm> |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
92933040
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0929330401 |
| 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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