本論文是以生物技術產業下之健康食品行銷研究為主題，研究結果主要供健康食品廠商參考之用。本研究以質化廠商訪談與量化消費者問卷兩方面之調查，最後對廠商提出關於健康食康食品之行銷策略建議。本研究主要建議如下： 一、目標對象策略 1.目標對象之設定應避免「所有的人」，須更為明確。 2.「年齡」之設定，可再往25歲以下之人推進。 3.可視本身產品特性，再決定「個體」或「群體」訴求。 4.應加強「重度使用者」之使用。 二、產品定位策略 應發展出適合本身產品之「心理圖象」。 三、定價策略 可以使用「價值導向競爭法」，以求取更大利潤。 四、通路策略 1.應以「專門性」、「單一性」之通路為主。 2.通路應考慮到「購買之便利性」。 五、推廣策略 1.品牌、廣告、包裝為消費者所重視，廠商應繼續維持努力。 2.依本研究調查結果，強化消費者所重視之「銷售人員特質」。 3.用公共關係或其他工具以突破法規中「廣告不得宣稱療效」。 4.促銷應謹慎為之，以免傷及品牌。 5.應加強廠商原先不甚重視之直效行銷，特別是諮詢服務一項。 六、其它 廠商應延聘專業經理人。 / This dissertation is the marketing research of Health Food, belonging to the biotechnology industry, and the research results are mainly for corporation's reference. Both qualitative research of corporation in-depth interview and quantitative research of consumer survey are taken to get the marketing strategy suggestions for health food corporations. The primary suggestions are as following： A. Target Audience Strategy 1. The settlement of TA is supposed to be more precise rather that “all people” 2. The settlement of “age” could be below 25. 3. The appeals of “individual” or “group” should be based on attributes. 4. Intensify the use of “Heavy Users”. B. Product Position Strategy Managers should exploit “mental image” suitable to the self-product's characters. C. Pricing Strategy Managers could exert “value-based pricing” to get more profits. D. Distribution Channel Strategy 1. The distribution channel should be based on the “specialized” and “single”. 2. The channel should consider “the convenience of purchasing”. E. Promotion Strategy 1. Brand, advertising and package are appreciated by consumers, and managers should keep on working hard these matters. 2. According to the research, managers should intensify the “salesman characters”, which is valued by consumers. 3. Managers should use PR or other promotion tools to avert “ don’t claim therapy effects” by the regulations. 4. Managers should be prudent about the sales promotion in case hurting the brand. 5. Direct marketing, which is not highly valued by managers before, is supposed to be intensified, especially counseling. F. Other Corporations should employ professional managers.

自八O年代以後，台灣半導體通路產業即邁入了激烈的競爭時代。眾多高同質性的業者，相互競奪上游產品線的代理權，以及下游買者市場的交易權；業者的生存契機，主要來自於提供上、下游業者間進行商業交換的平台。因此，此一平台所能提昇的交換效率，及其處理跨組織間交換成本的能力，乃成為不容忽視的課題。半導體通路業為台灣資訊工業中，歷史悠久且具重要地位的產業；研究瞭解半導體通路產業之價值鏈活動，將有助於台灣半導體通路產業之促進升級。 半導體通路商所從事之價值鏈活動功能，予以分類概有商流、物流、金流、資訊流及技術流等五大項；其中，諸多研究證實——技術支援能力，乃屬半導體通路商之核心競爭力之一。過去有關半導體通路商的研究，大多是由競爭策略、企業資源規劃及整體通路之價值鏈活動等觀點著手，但專注於技術流部分，予以進行4C交換成本態勢分析之探討者，則尚未得見；因此，本研究乃有其創始性。 本研究以台灣地區的半導體通路商為研究對象，期望所做研究結果可供台灣半導體通路業者，做為規劃技術行銷策略之實務參考。本研究屬於質性之探索性研究，經由個案訪談及問卷之初級資料與次級資料的蒐集彙整，並以4C交換成本理論的四個主要變數：外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本，進行個案企業之比較分析，並歸納出下列之研究發現與結論： 1. 上游供應商與通路商之技術合作，其對通路商處理交換成本能力的需求排序為：道德危機成本、資訊搜尋成本、專屬陷入成本、外顯單位效益成本。 2. 技術性協力廠商與通路商之技術合作，其對通路商處理交換成本能力的需求排序：道德危機成本、外顯單位效益成本、資訊搜尋成本、專屬陷入成本。 3. 下游系統製造廠商與通路商之技術合作，其對通路商處理交換成本能力的需求為：外顯單位效益成本之功效，高於內隱交換成本之效能。 4. 規模經濟型之半導體通路商，其對下游系統製造商所提供之技術支援服務功能，外顯單位效益成本的優勢，高於內隱交換成本。 5. 利基型之半導體通路商，其對下游系統製造商所提供之技術支援服務功能，內隱交換成本優勢，高於外顯單位效益成本。 6. 經營低技術層次產品之半導體通路商，其對下游系統製造商所提供之技術支援服務功能，外顯單位效益成本的優勢，高於內隱交換成本。 / After the eighth decade, the channel industry of Taiwan semiconductor moved toward serious competition. Many of high similarity company compete with each other in the agency of product line source and the buyer market of OEM customer; the survival opportunity of company is to provide the platform for the exchange between the supplier and customer. Hence, the most critical point is to increase the efficiency and to reduce the exchange cost between the cross-organization in the platform. Semiconductor channel industry is long historical with important position in Taiwan information industry; to investigate and study the semiconductor channel industry will contribute to the research for the upgrade of semiconductor channel industry in Taiwan. The value chain activity of semiconductor channel can be break through into business flow, logistics, financial flow, information flow and technology flow; Among them, technical support ability has been approved to be one of the key competitiveness of the semiconductor channel by many researches. Most of the past researches stood on the views, such as competitive strategy, Enterprise Resource Planning and whole value chain activity, etc., but the point on the 4C exchanges cost co-opetition analysis in the technology flow has not been seen yet. Hence, it’s important for this research. This research is expected to provide the result for the practice reference of the technical marketing strategy to the Taiwan semiconductor channel by focusing on them. This research is belong to the qualitative exploratory research from the data collection of the primary and the secondary information in the interview cases and questionnaires, then to analyze the cases comparatively by the four primary parameters of the 4C exchange cost the cost: the external cost on utility, information searches, morals hazard and hold up asset specificity. Finally, the following important results have been pointed out: 1. The sort of the technical cooperation between the channel and the supplier to the requirement for the channel ability in dealing with exchange cost is: morals hazard, information searches, asset specificity and the external cost on utility. 2. The sort of the technical cooperation between the channel and the independent design house (IDH) to the requirement for the channel ability in dealing with exchange cost is: moral hazard, the external cost on utility, information searches and asset specificity. 3. The technical cooperation between the channel and the system manufacture customer to the requirement for the channel ability in dealing with exchange cost is: the effectiveness of the external cost on utility is higher than that of the inner exchange cost. 4. The technology support service function to the system manufacture customer from the semiconductor channel of the scale economic type is: the advantage of the external cost on utility is higher than that of the inner exchange cost. 5. The technology support service function to the system manufacture customer from the niche type semiconductor channel is: the advantage of the inner exchange cost is higher than that of the external cost on utility. 6. The technology support service function to the system manufacture customer from the semiconductor channel with operating in the low technical level product is: the advantage of the external cost on utility is higher than that of the inner exchange cost.