生化保健產品行銷-以中國大陸中山理科蟲草王為例

THE MARKETING OF BIOCHEMICAL HEALTH CARE PRODUCTS- A CASE STUDY OF THE ZHONGSHAN LEAGUE CORDYCEPS SEINSIS SMALL PRODUCTS LTD

張東鐘(Dung-Chung Chang)

指導教授 ： 曾光華 ； 黃俊堯 ； 李伯謙

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

生化科技研究經過近20年的努力，已有很大的突破，相關研發成果已陸續轉用於民生、醫療用途上，且有顯著的功效。中國的醫藥技術迄今已有五千年以上的歷史，不論是醫療診斷或草藥的配方，都有很完整的資料、書籍記載。近年來隨著科技的進步及藥理學、臨床醫學的研究，在在证實中醫醫術的高明與中國藥用植物對醫學的貢獻。
中國大陸廣東省中山理科公司所生產之蟲草王口服液，係以中藥冬蟲夏草為主要原料，藉由生化科技「細胞破壁」技術，淬取而成的一種濃縮口服液，其成份濃度大概是一般以煎煮效果的10倍，是一種抗衰老、提昇免疫力， 還具有療效的一種生化科技保健產品。
中山理科公司1992年由國營企業轉型為中資企業，成立初期行銷策略，走「零售路線」，由於產品屬性為保健產品，銷售業績不如預期。1995年隨著西方「多層次傳銷」事業在大陸地區風行，公司亦認為透過「多層次傳銷」方式可以擴大市場佔有率，打開另一條通路，惟1998年大陸因「多層次傳銷」衍生諸多問題，遂明令所有一切傳銷活動在中國大陸視為違法，必須立即停止。公司為了配合中國大陸的政策，隨即停止傳銷策略，並研擬另一套新的行銷策略，以推廣「健康工程」活動來帶動「服務營銷」之策略，來因應當局的政策。
本研究係以個案為主，並以探索性之研究方法，主在探討該公司自中國大陸開放迄今，中山理科蟲草王公司由國營企業轉型為民營企業，本研究希望深入認識其行銷策略之變化，特別是該企業針對具有「產品線窄、產品生命週期長」之特色的產品，其「行銷手法」與「通路發展」的策略為何，進行較詳細之探討。
分析中山理科蟲草王公司所採取的「服務營銷」策略，是否是一種能滿足消費者，又能善盡社會責任與道德的一種新行銷策略。另藉由大陸市場環境分析，了解生化保健產品在大陸潛在的市場。
從研究結果中有幾個重點發現：
一、理論的發現。
二、通路的發現。
三、消費市場需求發現。
四、管理發現。
本研究由於無法從相關之文獻中得到大陸產業行銷資料及現有、潛在競爭者、替代品等，且研討必須透過電話訪談方式來了解公司的生產、營運模式。由研究得知公司目前行銷策略暨未來願景、目標，希望藉由本研究提供國內相關業者，作為進軍大陸市場之參考。

關鍵字

生化保健產品 ； 中國大陸中山理科蟲草王 ； 行銷

並列摘要

The biochemical technology has achieved a tremendous breakthrough after twenty years of effort, and the related development results have been sequentially applied to the people’s livelihood and medical purpose and achieved outstanding effects. The Chinese medical technique has lasted for more than five thousand years, and both medical diagnose and herbal medicine prescriptions have been well documented in papers and books. Recently, the technology advance and studies in pharmacology and clinical medical science have proved the advances of Chinese medical technique and the contribution of Chinese herbal medicine to medical science.
The Cordyceps oral liquid produced by Zhongshan LEAGUE Cordyceps Seinsis Small Products LTD is made with the Chinese caterpillar fungus herbal medicine, a kind of condensed oral liquid extracted by means of “cell wall penetration” biochemical technique, its thickness is ten times of that of the product decocted by ordinary method, it is also a kind of anti-aging, immunity-increasing, and curable biochemical health care product.
Zhongshan LEAGUE Cordyceps Seinsis Small Products LTD was transformed from a State-owned company to a Chinese capital enterprise in 1992, in the early stage of establishment, it adopted the marketing strategy of retail lines; however, as the products belong to the category of health care products, the sales revenue were not as good as expected. In 1995, as the western multi-level marketing gained popularity in China mainland, it was believed that by means of multi-level marketing, it could increase the company’s market share and open up a new route of distribution; however, in 1998, the multi-level marketing in China created many problems, and all direct marketing activities in China were denounced as illegal and had to cease immediately. The company has to abandon its marketing strategy and develop a set of new marketing strategy, to activate “operations by service” by promoting health engineering to adapt to the authority’s policy.
This research is based on a case study and explorative research method, which aims to study the company since China was open to the world, and Zhongshan LEAGUE Cordyceps Seinsis Small Products LTD was transformed from a State-owned company to a Chinese capital enterprise, this study attempts to discover the change in its marketing strategy, especially in detail its sales skills and sales development towards the narrow spectrum and long life cycle products.
This research analyzes the “operations by service” adopted by Zhongshan LEAGUE Cordyceps Seinsis Small Products LTD, which is regarded as a new marketing strategy, in terms of both satisfying customers and fulfilling social responsibility and morality. Furthermore, it reveals the potential market of biochemical products in China by way of environmental analysis.
The study has the following findings:
1. Theoretical findings.
2. Distribution channel.
3. Finding of consuming market.
4. Discovery of management.
This research was limited in the perspective of exploring PRC industry’s marketing information and current and potential competitors, substitutes, etc. and discussions need to be contemplated by telephone interviews to understand the company’s production and operations models. The research discloses the company’s marketing strategy and future outlook and target, which are expected to serve as guidance for the related industries inclined to march towards the PRC market.

並列關鍵字

BIOCHEMICAL HEALTH CARE PRODUCTS ； THE ZHONGSHAN LEAGUE CORDYCEPS SEINSIS SMALL PRODUCTS LTD ； MARKETING

參考文獻

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