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營養補充品影片內容行銷研究以台灣亞培安素圓夢影片為例蔡佩瑾 Unknown Date (has links)
長壽世代來臨, 2026年台灣將成為「超高齡社會」,65歲以上人口佔總人口數20%,每5人中有1人是老人。2016年全台已有15個縣市老化指數達100.18,代表將近七成縣市老人已經比小孩還多。當人人都能活到100歲,體力將隨之減退,伴隨而來的衰弱、疾病自然影響生活品質,運動+營養是健康的不二法則,當人們開始意識到「健康老去」的重要性,可預見將帶動營養補充品市場蓬勃發展。
然而,營養補充品賣的是「未來的健康」,無法立即見效,是需要深入溝通才能讓消費者信任的產品,消費者才會願意長期不間斷地購買;一直以來營養補充品溝通都是以傳統行銷手法來建立可信度,例如:新聞媒體、電視廣告、醫師講座、口碑宣傳、衛教海報或製作物等,這是因為傳播平台少且溝通對象通常都鎖定年長者有關,在過去媒體只有電視、報紙、廣播、雜誌的年代,溝通相對容易,長者相信專業且相信眼見為憑較容易被說服(認為穿著白袍就是醫師)。但是在數位平台崛起的今日,有自己想法的年輕及中世代消費者成為最重要的溝通對象,這群消費者高度依賴數位平台,他們會質疑、會求證、相對理性判斷,即使眼見也不一定相信,感性上更重視的是有沒有觸動內心感受,時至今日數位平台的互動內容已成為品牌必須要有的溝通方式。
但,網路上健康訊息成千上萬,營養品品牌如何做到讓人印象深刻,暨溝通健康訴求打動消費者的心又讓消費者願意相信品牌、甚至主動傳散擴大行銷效益,本個案探討主要在了解營養補充品透過影片的感性行銷是否有效達到與消費者溝通之目的。由於甚少營養品數位行銷相關的研究個案,無太多學術研究可參考,故本研究主要透過實際經驗、市場觀察數據及個案分析進行探討。
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台灣醫療營養品市場之競爭策略以4C架構觀點探討 / Marketing strategy analysis of Taiwan medical nutrition industry - from 4C framework aspect洪麗雅, Hung, Li Ya Unknown Date (has links)
隨著台灣人口逐漸老化、國民所得增加以及健康意識抬頭,醫療營養品市場近十年來明顯成長。由於醫療營養品是介於藥品和一般消費品之間的產業,其行銷方法比較特殊且複雜,再加上產業中的廠商不多,所以較少產業相關行銷的研究探討文獻。
在台灣醫療營養品市場中,亞培是領導品牌,本研究藉由策略行銷4C架構來比較亞培糖尿病醫療營養品-葡勝納與另一個市佔率排名第二的品牌。探討內容包含兩個面項:一般消費者的行銷分析與通路商的行銷分析,其目的是企圖找到葡勝納在一般消費者與通路商行銷方面的機會點,讓葡勝納可以嘉惠台灣更多的糖尿病病患。
以4C架構探討二個品牌後可以發現,在針對一般消費者的行銷方面,亞培葡勝納除了在總成本因為由國外原裝進口,成本較高之外,其他如總效益、降低資訊搜尋成本、降低道德危機成本以及專屬陷入成本上,其表現都優於另一產品,此可以部分說明亞培葡勝納成為市場領導品牌的原因。在通路商的行銷部分,可以發現在總成本上,亞培葡勝納仍舊處於劣勢、總效益上因為產品的優異而佔有優勢。在資訊搜尋成本以及專屬陷入成本上,亞培葡勝納的表現也都略優一些。
值得一提的是,在台灣經營醫療營養品產業,降低買者道德危機成本非常重要。醫療營養品介於相信品與經驗品之間,比起搜尋品,買者道德危機成本相對偏高。再加上使用醫療營養品的主要對象是病人,關心度自然比一般日用品高。過去幾年來,不斷有危機事件發生。一旦買者道德危機成本增加,對廠商的殺傷力相當大,在業界屢見不鮮。經營醫療營養品的公司務必要愛惜羽毛,企業經營是百年大計,不得不小心。
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以策略行銷分析架構探討中國嬰幼兒營養食品業之銷售模式-以味全生技食品公司為例 / Strategic Marketing Analysis of Sales In China Baby Food陳皇璁, Chen, Huang Tsung Unknown Date (has links)
中國大陸目前為全世界人口數最多的國家,總人口數高達十三億五千萬人,根據中國國家統計局統計結果,中國出生率近十年來平均為1.21%,而零到六歲人口則約有九千萬人。此外,中國實施一胎化的政策之下,孩童一出生後,家長便開始針對孩童的成長所需,購買各種營養品。在這樣的人口以及政策條件下,中國孩童營養品市場非常蓬勃興盛,於全年中國婴幼兒奶粉市場報告(2012)中顯示,在婴幼兒奶粉2012全年銷售額部分,高達人民幣三百八十五億元。因此,本研究透過個案研究法,探討一家台資企業如何在中國這蓬勃的嬰幼兒食品市場進行銷售,研究該食品加工業的銷售方法與過程,並輔以策略行銷架構分析此個案公司在交易中產生的各項成本,而針對此食品加工業給予銷售管理上的探討與建議。
本研究在內容上,主要架構在於以八大銷售步驟為主軸,探討此食品加工業在針對個人(B2C)銷售,以及企業對企業(B2B)銷售方法上,分別會有哪些做法。同時,本論文加入邱志聖(2010)的策略行銷觀點,讓實務上的銷售技巧能有理論架構的支持,歸納出不同銷售模式下,所產生的四大交易成本的共通及相異之處。最後再次以策略行銷架構,在目前的公司條件以及產業現況下,給予個案公司在每個成本管理上,應該如何管理的策略建議。
研究結果發現,企業在針對B2C銷售上,於每一個銷售步驟中都會注意到與本身的品牌是否契合,包括:銷售商家的挑選、品牌代言人的建立、品牌活動的舉辦等,因此如何降低買者的搜尋成本及道德危機成本將是B2C的銷售關鍵。相對地,B2B的銷售來說,如何建立第一筆交易,進一步讓商家來轉介其他商家來與我們合作,將有效降低道德危機成本,將會是B2B銷售的關鍵。
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中西營養劑購買行為之比較研究陳亮誌, Chen, Liang-Zhi Unknown Date (has links)
第壹章 導論
第一節 研究問題
第二節 研究目的
第三節 產業狀況
第貳章 文獻探討
第一節 購買行為理論模式之探討
第二節 心態變數──人格特質與生活方式
第三節 過去有關研究
第四節 五研究之觀念架構
第參章 研究設計
第一節 研究步驟
第二節 問卷設計
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神經滋養因子BDNF在PC12細胞中與蛋白激酶CK2對SRE所調控之基因轉錄作用的機制探討 / Neurotrophic factor BDNF up-regulates SRE-mediated gene transcription through protein kinase CK2 in PC12 cells楊淑萍, Yang, Shu Ping Unknown Date (has links)
神經系統裡,神經滋養因子在調控細胞分化與生存作用中扮演非常重要的角色,近年來的研究顯示 BDNF 的神經保護效果是透過細胞外訊息調控激酶 (extracellular signal-regulated kinase, ERK) 及磷脂酰肌醇3-激酶 (phosphatidylinositol-3 kinase, PI3K) 訊息傳遞路徑調控,然而,還有許多其他的細胞信號傳遞路徑可能參與 BDNF 的保護作用機制中。而蛋白激酶 CK2 (casein kinase 2) 是一種普遍存在於細胞且具有高度保留序列的絲胺酸/蘇胺酸蛋白質激酶,在細胞中具有非常重要的地位。近來研究有非常多證據支持 CK2 是細胞凋亡的抑制者。此外,血清反應因子 (serum response factor, SRF) 是一種轉錄因子,會與保留序列 SRE (即 CArG box) 相結合,而此段序列過去曾在早期即時表現基因 (如 c-fos、Egr ) ,或是抗細胞凋亡基因-Mcl-1-上的啟動子被發現, SRF 調控著基因的活化,進而與細胞增生、存活、突觸活性相關聯,然而調節 SRE 調控之基因的作用機制尚未十分明瞭。因此,本論文研究主要探討在 PC12 細胞中, BDNF調節 SRE 調控轉錄作用機轉 CK2 是否參與其中? 由冷光酶活性試驗結果顯示 BDNF 會顯著地促進 SRE 的轉錄活性,並且當 CK2α 過度表現亦會促進 SRE 調控的轉錄活性,而利用小干擾 RNA 抑制內生性 CK2α 生成,則會降低 SRE 的轉錄活性,更進一步證明 CK2α siRNA 會降低 BDNF 促進 SRE 調控的轉錄活性。此外,將 CK2α 與 SRF S99A 質體一同轉染至細胞中,會減緩 CK2 促進的 SRE 啟動子轉錄活性。為了探討 CK2 調控 SRE 的轉錄活性在神經保護作用裡扮演的角色,因此,將 CK2 蛋白表現量增加是否會保護 PC12 細胞對抗Rotenone所誘發的細胞凋亡傷害?結果顯示 CK2 表現量增加會保護細胞對抗Rotenone誘導的細胞凋亡,並減緩 Rotenone 對 SRE 調控的轉錄活性降低,但是,突變型 SRF S99A 蛋白會降低 CK2α 的影響作用。這些結果顯示 BDNF 促進 SRE 調控的基因表現是會透過 CK2 訊息傳遞路徑。 / The neurotrophins play an important role in cell differentiation and survival of the nervous system. Among them, the neuroprotective effects of brain-derived neurotrophic factor (BDNF) is showed to be mediated by extracellular signal-regulated kinase (ERK) and phosphatidylinositol-3 kinase (PI3K) signaling pathway in the recent studies. However, other cellular signaling pathways might be involved in these effects of BDNF. Protein kinase CK2 (casein kinase 2) is a ubiquitous and highly conserved serine/threonine protein kinase and is indicated as a vital cellular role. In recent years, evidences have been mounted in support of the importance of CK2 in the suppression of apoptosis. Serum response factor (SRF) is a transcription factor binding to a consensus DNA sequence SRE (known as a CArG box) which was found in the promoters of some immediately early genes (such as c-fos, Egr) and anti-apoptotic Mcl-1 gene. The activations of SRF-regulated genes were associated with cell proliferation, cell survival and perception of synaptic activity. However, the regulatory mechanism of SRE-mediated genes is not well studied. The SRE-mediated transcription activity through CK2 signaling by BDNF treatment was studied in the PC12 cells in the present study. Results revealed that BDNF significantly increased the SRE promoter activity by luciferase report assay. The SRE-mediated transcription activity was increased by overexpression of CK2α, and the inhibition of endogenous CK2α by small interfering RNA was also shown to reduce this transcription activity. Furthermore, CK2α siRNA treatment antagonized the up-regulation effects of BDNF on SRE-mediated transcription activity. The co-transfection of CK2 and mutant SRF S99A plasmids significantly diminished up-regulatory effects of CK2 on SRE promoter activity. To test this CK2 induction in SRE-mediated transcription plays a role in neuroprotecion, we determined whether over-expression CK2 protects PC12 cells against rotenone-induced apoptosis. The results revealed that the over-expression of CK2α protected cells against rotenone-induced apoptosis and rescued the SRE-mediated transcription activity. Further, these effects of CK2α were blocked by co-transfection of mutant SRF S99A. These above results demonstrate that the up-regulation of BDNF on SRE-mediated genes is through CK2 signaling pathway.
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台灣高齡者之吞嚥困難解決方案的市場分析與商機 / Market Analysis and Business Opportunities of Dysphagia Solution for the Elderly in Taiwan林玉婷, Lin, Tina Unknown Date (has links)
台灣高齡者之吞嚥困難解決方案的市場分析與商機 / It has been suggested that dysphagia affects approximately 8 % of the world’s population. People may be completely unable to swallow or may have trouble in safely swallowing liquids, foods, or saliva. When that happens, eating becomes a challenge. Recent studies have identified elderly people who require the long- term care as being at increased risk for dysphagia due to changes in the swallowing mechanism as aging occurs, it may affect 30% to 40% of the population at 65 years old or more. Taiwan is on course to go from being an “aging society” to an “aged society” and is experiencing a rapid increase in the number of older adults who require long-term care.
Dysphagia is a prevalent difficulty among elderly people. Though increasing age facilitates subtle physiological changes in the swallow function, age-related diseases are significant factors in the presence and severity of dysphagia. Among elderly diseases and health complications, stroke and dementia reflect high rates of dysphagia. In both conditions, dysphagia is associated with nutritional deficits and increased risk of pneumonia. Recent efforts have suggested that long-term care organizations or nursing homes are also at risk for dysphagia and are associated deficits in nutritional status and increased pneumonia risk. Swallowing rehabilitation is an effective approach to increase safe oral intake in these populations and recent research has demonstrated extended benefits related to improved nutritional status and reduced pneumonia rates.
Living with dysphagia is challenging, but it can be managed. For elderly people with dysphagia, it's important to continue the principle of maintaining hydration, calories and nutrients, especially protein and fluids. Texture-modified foods and thickened liquids can help achieve nutritional and hydration goals.
This research provides the market analysis of dysphagia solution and its market opportunities in Taiwan. It concludes with a market plan to assess the viability of such a business opportunity.
Well- structured management of dysphagia can not only provide elderly people’s physical, mental and social well-being but also brings the elderly people the pleasures of eating and the dignity during the last few years of their lives.
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