A生技公司之顧客教育、顧客準備程度與顧客參與關聯之探討-以牛樟芝保健品為例

The Relationships among customer education, customer readiness with customer participation of A Biotech Company-an example of Antrodia Cinnamomea

陳惠英(Hui-Ying Chen)

指導教授 ： 吳坤山

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.01088

摘要

牛樟芝為台灣特有的國寶真菌類，它由於生長在天然林裡的牛樟樹而生長緩慢；牛樟菇因採集不易，導致牛樟菇每公斤市價喊到20萬元以上，另根據食品工業發展研究所資料顯示台灣2012年牛樟芝產值就高達17億元。最近台灣因食品安全事件頻傳，顧客意識也逐漸抬頭，政府除了對生技產業者祭出食品安全品質嚴格相關管制措施制度外，亦教育社會大眾如何選購對的商品，因此，牛樟芝產業業者應更加重視生產品質。當生產成本提高會反應在商品定價外，如何推廣銷售牛樟芝保健品亦是牛樟芝產業業者亟須研究的議題。
本研究對象為與A生技公司合作之通路商，藉由深度訪談探討顧客(通路商)教育、顧客(通路商)準備程度及顧客(通路商)參與之間的關聯性。本研究共訪問了三位不同通路類別之通路商，主要的研究結果如下：
1. 牛樟芝保健品是一個複雜及具專業度保健品，透過通路商教育可降低產品認知風險，也可將產品的競爭優勢差異化突顯，進而提升對A生技公司忠誠度，降低通路商轉換機會。
2. A生技公司負責研發及生產製造品質，而通路商負責自己通路強項之銷售及開拓市場，通路商為降低新品開發風險、縮短新品開發時程及食品法令規定，促成和A生技公司合作。
3. 通路商因合作動機強大，評估可獲得期望利益，願意將市場開拓相關訊息(包含開發新品)分享與A生技公司，並希望透過A生技公司所提供資源及支援，達成雙贏。

據此提出實務意涵與研究建議事項，以提供通路商、A生技公司、牛樟芝業者、政府單位有興趣相關議題的研究者，意見交流的參考。

關鍵字

顧客教育 ； 顧客準備度 ； 顧客參與

並列摘要

Antrodia Cinnamomea (Niu-chang-chih) is the unique and precious mushroom in Taiwan. It appears only in caves of decay Cinnamomun kanehirae tress and grows very slow. Since hard to harvest, the price of these medical mushroom is higher than 200,000 NTD per kilogram. According to the research from Food Industry Research and Development Institute (FIRDI), output value of A. cinnamomea is more than 1.7 billion NTD in year 2012 in Taiwan. Nevertheless, customer awareness is gradually raised within the frequent food safety incidents. Taiwan government not only resort policy to biotechnology industry to stringent control the food safety, but also to educate the public on how to buy products. Therefore, Antrodia industry should pay more attention to the quality of production. Production costs will reflect in commodity pricing, moreover, how to promote the sale of A. cinnamomea products are also an important issue for the Antrodia industry.
This study focus on the act of distributors cooperated with A biotech company. The relationships among customer (distributor) education, customer readiness and customer participation are discussed through depth interviews. Three different route of agents are accessed, and the main conclusions are below:
1. Antrodia healthy food products are complex and specialty, while customer education reduce product perceived risk. It also highlights and differentiates the competitive advantage of products. Thus raise the royalty to A biotech company and reduce conversion opportunities.
2. A biotech company responsible for research, development and manufacture of products, where distributors are in charge of sales and marketing. To reduce the risk, shorten the time and compliance with food decree of new product development, distributors facilitate to cooperate with A biotech company.
3. Within high cooperated motivation and good expected benefit, distributors would share the message of marketing facts to A biotech company. They also ask A biotech company to offer resource and support to reach a win-win situation.
We would like to suggest the practice implication and research proposal to distributors, A biotech company, Antrodia industry, governments and researchers that may be interest to this issue.

並列關鍵字

customer education ； customer readiness ； customer participation

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