| 摘要: | 本論文以臺灣視力保健食品市場最大宗的葉黃素產品作為研究對象，以產業經濟學中的結構-行為-績效 (Structure-Conduct-Performance, S-C-P) 分析產業的基本條件、政府政策、市場結構、廠商行為及經營績效。
本論文的發現如下，就市場的基本條件而言，臺灣的葉黃素產品原物料大多需仰賴進口；在技術方面來看，製造生產產品的設備具有生產成本較低及交貨期短的優勢；人力需求方面則有人才外流的問題。就政府政策而言，政府法規限制削弱了市場競爭力。就臺灣葉黃素產品市場結構來看，廠商家數眾多且新廠商的進入障礙並不高，市場結構屬於優勢廠商的低度寡占。除此之外，若市占率來探討則發現，2019年至2022年大廠的市占率有下滑的趨勢，小廠崛起並對大廠的市占率帶來了實質上的影響。
在廠商行為方面，臺灣廠商的訂價行為主要會受到原物料選用、行銷策略及通路費用影響；由於市場結構為低度寡占，所以廠商普遍會有較高的訂價空間，得出Lerner index的數值高。就廣告行銷而言，大廠多傾向滲透策略，小廠則以教育消費者為主要的模式。在研發創新方面，大廠多為導入新產品的領頭羊，小廠多為優化產品並加以改良。
從經營績效方面，本論文以Lerner index來分析，不論是大、小廠商均能將產品以遠高於邊際成本的價格販售，因此推斷大、小廠的獲利皆相當可觀。除了財務面的經營績效外，本論文也分析了消費者滿意度及永續發展層面的成果，顯示出大廠因比小廠更具有資金及資源，所採取的策略更具影響力。
依據研究結果，本論文分別針對政府單位及廠商提出建議：政府政單位應與時俱進放寬法源；臺灣廠商則應加強原物料的研發並造創高附加價值的產品、深耕電子商務平台及掌握精準客群。
;This thesis investigates Taiwan′s lutein product market, which constitutes the largest segment of the vision health supplement market. Utilizing the Structure-Conduct-Performance (S-C-P) framework from industrial economics, the study examines the industry′s fundamental conditions, government policies, market structure, firm behavior, and business performance.
The findings of this thesis indicate that Taiwan heavily depends on imported raw materials for lutein products. In terms of technology, manufacturing equipment offers advantages of lower production costs and shorter delivery times. The industry faces challenges with talent outflow, impacting technological innovation and competitiveness.
Government regulations are identified as limiting market competitiveness. Taiwan′s lutein product market structure is characterized by a low-level oligopoly, with numerous firms and relatively low barriers to entry for new players. Market share analysis reveals a declining trend among major firms from 2019 to 2022, influenced by the rise of smaller competitors.
Firm behavior in pricing is influenced by raw material choices, marketing strategies, and distribution costs, supported by the market′s low-level oligopoly structure, which allows firms considerable pricing power as indicated by high Lerner index values. Larger firms typically adopt penetration strategies in advertising, while smaller firms focus on consumer education. Research and development activities show larger firms leading in new product introductions, while smaller firms innovate through product optimization and enhancement.
Analysis of business performance using the Lerner index suggests both large and small firms achieve significant profitability by pricing products well above marginal costs. Beyond financial metrics, the thesis also examines consumer satisfaction and sustainability efforts, highlighting the greater influence of larger firms due to their superior financial resources.
Based on these findings, recommendations are offered for government entities to update regulations to enhance market competitiveness. Taiwanese firms are encouraged to invest in research and development of raw materials, innovate to create high-value-added products, deepen involvement in e-commerce platforms, and refine targeting of specific customer segments. |
