In biotechnology industry, health-care food is the most influential product accounting for considerable market share. Nowadays, National Health Insurance has been in the red innumerably, and Bureau of National Health Insurance has become stricter toward the payment to medical systems. Consequently, the medical market is reapportioned. Preventive Medicine, which has no subsidies from National Health Insurance, has become the ¡§Blue Sea¡¨ soon that medical systems intend to develop, instead of its original unnoticed situation; also, health-care food is the main subject collocated within this area. However, Taiwan¡¦s health-care food has numerous brand names which have their own independent channels, unable to develop an established business model effectively due to the limits of their scales. Hence, although many health-care food companies have good products, they are unable to find a good partner with insight of appreciation, so that they can not survive in the market. This study has explored how to cultivate a business model to expand the health-care food market under the current macro-environment.
In this study, health-care food companies were the research targets. Through questionnaire surveys, this study has explored that choosing different marketing channel structures will bring in different marketing channel benefits.
In this study, based on channel planning in marketing strategy, through the collections of questionnaire data by Analytic Hierarchy Process (AHP) Method, the key success factors in health-care food marketing channels have been induced, aimed at the interactive relationship between health-care food industry and the developing trend of the consumer market. Also, the market is divided into four groups, namely TV Shopping, convenient stores and professional comprehensive pharmacy chains, health-care food distributers, the state-owned enterprises systems operating health-care food, to produce the common (consistently indentified) key success factors and the individual difference factors. In the overall conclusions in this study, the high weight is given according to weighting value, and the priority is: unique marketing method, customer satisfaction survey mechanism (customer response), nationwide media advertisement benefit, headquarters¡¦ goodwill value (brand image), and mechanism of reducing inventory and distribution costs.
But for the consideration of resources utilization, if the proprietors of health-care food marketing channels can carry out the foregoing key indicators step by step according to the priority, in order to gain competitive advantage in business management, they may yield twice the result with half the effort.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0604109-143348 |
| Date | 04 June 2009 |
| Creators | Tsao, Daw-chuan |
| Contributors | Tsuang Kuo, Iuan-yun Lu, Hsien-tang Tasi |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0604109-143348 |
| Rights | not_available, Copyright information available at source archive |
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