- 學位論文
台灣保健食品直銷業務經營策略之研究 - 以S公司為例
The Study of Multi-level Marketing Business Operational Strategies on Taiwan Health Product Industry – Take S Company as an Example
摘要
傳統產業通常透過通路將商品銷售給消費者，各角色因其貢獻賺取相對應的利潤; 而直銷產業卻將傳統通路中的代理商、經銷商、零售商等中介者一併省去，直接將產品交付到消費者手中的商業模式（零階通路），並成為現今很重要的商業模式主流之一。 由於保健食品非常需要透過體驗行銷以及口碑的推薦，所以特別適合採取人與人面對面的直銷模式。因此，直銷產業在台灣的保健食品市場中，佔了很重要的一席。現今直銷產業在台灣超過30多年的發展，已趨向成熟的階段。隨著台灣保健食品市場競爭越來越激烈，直銷企業的經營策略也需要不斷地檢視並調整，才能持續在市場中佔有一席之地。 本研究以在台灣成立且業績不斷成長的 S 公司作為研究對象，期望藉著探討 S公司的經營策略，找出直銷產業在台灣保健市場的成功因素。並思考在科技日新月異，消費者行為不斷改變，以及 COVID 19 疫情發生後，直銷產業將會面臨的挑戰及機會點。 研究結果發現： （一）擁有研發能力並持續開發新產品是直銷產業的企業經營核心。 （二）發展電商模式是直銷產業不可忽視的重要課題。 （三）企業可思考疫情下的行銷模式及如何趁此機會吸引年輕族群加入。
並列摘要
Traditional industries usually sell products to consumers through channels, and each role earns corresponding profits due to their contributions; while the direct selling industry omits agents, distributors, retailers and other intermediaries in traditional channels, and sell products directly to consumers. The business model (Zero-level Channel) has become one of the mainstream business models that are very important today. Since health foods need to be recommended through experiential marketing and word of mouth, it is particularly suitable to adopt a face-to-face direct sales model. Therefore, the direct selling industry occupies a very important position in Taiwan's health food market. Nowadays, the direct selling industry in Taiwan has been developing for more than 30 years and has reached a mature stage. With the increasingly fierce competition in the health food market in Taiwan, the business strategies of direct selling companies also need to be constantly reviewed and adjusted in order to maintain a place in the market. This research uses S company established in Taiwan with growing performance as the research object and hopes to find out the success factors of the direct selling industry in Taiwan's healthcare market by exploring the business strategy of S company. Also, considering about the challenges and opportunities that the direct selling industry will face with the rapid development of technology, constant changes in consumer behavior, and the outbreak of the COVID 19 epidemic. The results of the study found: (1) Possessing R&D capabilities and continuously developing new products are the core business operations of the direct selling industry. (2) The development of e-commerce model is an important issue that cannot be ignored in the direct selling industry. (3) Companies can think about marketing models under the epidemic and how to use this opportunity to attract young people to join.