台灣保健食品業經營策略之研究----以L公司為例

The Analysis of Managerial Strategy of Health Food Industry in Taiwan—An Example of L Company

馮雪華(Hsueh-Hua Feng)

指導教授 ： 林江峰

淡江大學/商管學院/國際企業學系國際行銷碩士在職專班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00780

摘要

多年來台灣經濟穩健發展，而民眾的健康意識也越來越高，此外台灣高齡化的現象愈加明顯，從而推升了對於健康食品的需求，而當中數一數二又具有台灣獨特價值的則是牛樟芝保健食品，它除了具相當市場地位外，更有著獨特的文化與歷史價值。為此，本研究將著手於了解台灣保健食品產業的現狀，再進一步介紹牛樟芝產業本身，然後再聚焦到牛樟芝保健食品市場，最後藉由對於L個案公司的現況、商業模式進行分析，待在分析出個案公司的營業模式、內外部競爭態勢後，再進行探討，並提出具有參考性的商業模式與經營策略以供業者參考。
本研究結論:
一、牛樟芝保健食品產業整體成長快速，並在疫情爆發後隨著民眾的健康意識抬頭增長更為明顯。
二、台灣消費者普遍對於牛樟芝產品沒有概念，而且市場競爭激烈但產品品質與價格都不一。
三、本研究建議廠商藉由進口海外椴木進行菌種培養以壓低價格。
四、建議從事相關產業的廠商可以透過獲取外國檢驗與認證來開拓海外藍海市場。
五、最後建議個案公司可以透過大數據、自動化生產的方式來進一步降低成本，並因應台灣整體農業人口老化的趨勢。

關鍵字

保健食品產業 ； 牛樟芝 ； 經營策略 ； SWOT分析 ； 商業模式

並列摘要

Taiwan's economy has developed steadily over years, and people's health awareness has become increasingly high. In addition, the phenomenon of Taiwan's aging has become more and more obvious, which has pushed up the demand for healthy food. Among them, Antrodia cinnamomea health food is one of the best and unique in Taiwan. In addition to its considerable market position, it bears unique cultural and historical value. Therefore, this research will start to understand the current situation of Taiwan's health food industry, and then further introduce the Antrodia camphorata industry itself, and then focus on the Antrodia camphorata health food market, and finally analyze the current situation and business model of L company. After the business model and internal and external competition situation of the case company are presented, it will be discussed, and a reference business model and business strategy will be proposed for the industry's reference.

Conclusions of this study:
1. The Antrodia camphorata health food industry has grown rapidly as a whole, and the growth has become more pronounced with the rise of public health awareness after the Covid-19.outbreak.
2. Taiwanese consumers generally have no concept of Antrodia camphorata products, and the market competition is fierce, but product quality and price vary.
3. This study suggests that manufacturers use imported basswood for cultivation to keep the cost down.
4. It is suggested that manufacturers engaged in related industries can open up overseas blue ocean markets by obtaining foreign inspection and certification.
5. Finally, it is suggested that L company can further reduce costs through applying big data and automated production into business model, and respond to the aging trend of Taiwan's overall agricultural population.

並列關鍵字

Health food industry ； Antrodia camphorata ； Business strategy ； SWOT analysis ； Business model

參考文獻

中文文獻

1.生技產業白皮書 (2020)，經濟部工業局，2020 年 7 月。

2.吳振隆(2020a)，保健食品年營收破8億臺幣，環球生技月刊，70 (82)。

3.吳振隆(2020b)，生技新『食』代，環球生技月刊，70 (106)。

食品產業年鑑。2021。財團法人食品工業發展研究所。新竹，台灣。