台灣保健食品產業分析與行銷策略之探討—以S公司為例

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Title:	台灣保健食品產業分析與行銷策略之探討—以S公司為例
Authors:	林佳雯;LIN, CHIA-WEN
Contributors:	高階主管企管碩士班
Keywords:	保健食品市場;關鍵成功因素;行銷策略;Health Supplement Market;Key Success Factor (KSF);Marketing Strategy
Date:	2025-05-21
Issue Date:	2025-10-17 12:11:25 (UTC+8)
Publisher:	國立中央大學
Abstract:	保健食品在現代健康管理中確實扮演著關鍵角色，由於現代生活節奏緊湊、飲食不均衡及外食頻繁，加上蔬果營養價值下降和環境污染等問題，導致許多人難以從日常飲食中獲得充足且全面的營養素，因此保健食品市場持續穩定成長，競爭也相當激烈，在這樣高度競爭的環境中，如何制定合適的經營策略，實在值得深入探討。本研究主要探討台灣保健食品的行銷策略與關鍵成功因素，參考Kotler & Keller(2006)提出的行銷理論，深入分析經營管理與行銷策略，本研究以質性研究中的個案研究法，選擇個案Ｓ公司透過次級資料的搜集與高階主管深度訪談了解個案Ｓ公司各層級具體運作的經營策略，並探討S公司在台灣保健食品產業中的行銷策略。此外，本研究進一步探討個案公司如何能在競爭激烈的保健食品市場中持續成長，不斷地擴大其產業版圖，從而彙整出其關鍵成功因素。本研究整理歸納出個案S公司經營有成的關鍵成功因素，包括：一、明確的市場區隔與品牌定位；二、對市場產品需求的靈敏反應；三、持續發展技術能力，提升產品定位，創新技術與功能。針對個案分析的研究結果本研究提出三項結論，包括：一、保健食品市場需求持續成長，競爭十分激烈；二、唯有開發利基型產品，提高差異化，才能擺脫紅海市場；三、持續精進，永保業界領先地位。本研究於進行過程中雖力求嚴謹，但仍受到二項主要的限制，包括：資料收集解讀的限制及研究對象針對單一個案的限制。最後，本研究提出四項建議作為後續研究的方向，包括：一、品牌重疊與內部競爭風險之平衡發展；二、國際市場之分段進軍；三、提高產品信任度與國際認證接軌之積極強化；四、同業策略聯盟及購併策略之整合推動。 ;Health supplements indeed play a key role in modern health management. Due to the fast pace of modern life, unbalanced diet and frequent eating out, as well as the decline in the nutritional value of fruits and vegetables and environmental pollution, many people find it difficult to obtain sufficient and comprehensive nutrients from their daily diet. Therefore, the health supplement market continues to grow steadily and the competition is also very fierce. In such a highly competitive environment, it is worthwhile to explore how to formulate appropriate business strategies. This research mainly explores the marketing strategies and key success factors of health supplements in Taiwan. It references the marketing theory proposed by Kotler & Keller (2006) to analyze business management and marketing strategies in depth. This research uses the case study method of qualitative research and selects Company S as a case to understand the specific business strategies of each level of the case Company S through the collection of secondary data and in-depth interviews with senior executives, and explores the marketing strategy of S company in the health supplement industry in Taiwan. In addition, this research further explores how the case companies can continue to grow and continuously expand their industry footprint in the highly competitive health supplement market, thereby summarizing their key success factors. This research summarizes the key success factors for the successful operation of Case Company S, which include: 1. Clear market segmentation and brand positioning; 2. Sensitive response to market demand for products; 3. Continuous development of technical capabilities, improvement of product positioning, and innovation of technology and functions. Based on the research results of the case analysis, the research proposes three conclusions, including: 1. The demand for health supplement market continues to grow and competition is very fierce; 2. Only by developing niche products and increasing differentiation can we escape from the Red Ocean market; 3. Continuous improvement is necessary to maintain the leading position in the industry. Although this research strived to be rigorous during its conduct, it was still subject to three main limitations, including: limitations in data collection and interpretation, limitations on the research subject being a single case, and time constraints. Finally, this research proposes three suggestions for the direction of further research, including: 1. It is necessary to formulate countermeasures for brand overlap and internal competition risks early; 2. It is necessary to actively expand the international market; 3. It is necessary to enhance product trustworthiness and convergence with international certification.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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