全球保健食品規模非常龐大,以中草藥為原料製成的保健食品有強大的市場競爭力。利用生物科技將中草藥開發成中草藥保健產品不斷增加,目前台灣市場以直銷與實體通路為主。中草藥保健食品產業在網路通路占的比例小,亦代表有很大的開發潛力。 本研究主要是在探討三家台灣中草藥保健品企業網路策略走向、網路行銷方式以及藉由關鍵經營五力去分析競爭力來源。經研究三家中草藥保健食品個案後發現在經營策略方面,其中兩家規模較大的業者是利用生產技術、品質及行銷的差異化,提升整體的競爭力。而另外一家業者原本以成本領導策略進入市場後,近幾年開始進行產品焦點集中策略,投入女性坐月子市場,並利用網路社群的力量,累積大量網路評價,造成差異化而成為網路上中草藥保健食品的知名品牌。 本研究希望透過探討,能夠了解網路消費者對中草藥保健食品的需求,並找出網路銷售業者競爭力提升的關鍵,期望能協助國內中草藥保健品廠商在網路販售時,能開創出一個新的藍海市場。
Global market of health food is very large, and heath food made of Chinese herbs are highly competitive in the market. By means of biotechnology, the herbal heath care products are increasing continuously in types and quantities. The majority of sales channels in Taiwan are direct and physical approaches. Internet channel only accounts for a small proportion, and it means a great potentiality for promoting products through such channel. This study is to explore internet strategy and marketing of three Taiwan herbal health-products firms. We’ll discuss competitiveness in terms of management five forces. Three case studies show two of the firms enhance their competitiveness by different production technology, marketing strategy and high-quality products. While the other one, changing from cost-orientation to focus strategy, concentrates on female confinement market, accumulates large network evaluations and becomes a well-known online herbal health food brand by power of the internet community. Through this study we hope to better understand internet consumers’ demand for herbal health food, to review the competitiveness of online sellers and to increase competitiveness in order that we can create a new online market through blue ocean strategy.