飲食養生行銷策略之研究－以ABC公司為例

A STUDY ON THE MARKETING STRATEGY OF HEALTH-PRESERVING DIET – WITH ABC COMPANY AS EXAMPLES

李家雄(Chia-Hsiung, Lee)

指導教授 ： 張舜德

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

人口高齡化伴隨而來的是慢性病的比例上升，龐大的醫療費造成政府與下一代沉重的負擔，希望藉由正確飲食習慣改善逐年上升的慢性病比例。本研究以STP與4P作為研究的構面，以個案分析法深入探討、分析、比較日本AB公司與台灣C公司的經營策略與方向，作為C公司日後經營策略與方向的參考。

本研究顯示日本A、B公司的行銷策略符合日本人口高齡化與慢性病比例逐年上升的需求。台灣也是老化問題與慢性病問題逐年嚴重的地區，但醫療飲食在台灣並未成熟，C公司的行銷策略上未跟上醫療飲食的趨勢。日本AB公司的行銷策略值得C公司學習與參考。

關鍵字

STP ； 4P ； 慢性病 ； 新陳代謝 ； 生活習慣症。

並列摘要

Population aging is accompanied by the rise in the proportion of chronic diseases, huge medical expenses caused by the heavy burden the next generation with the hope that through proper eating habits to improve year by year increase in the proportion of chronic diseases. In this study, STP and 4 P as a study of dimensions, in-depth analysis on a case by case study, analysis, compared the Japanese company AB C rain Taiwan company's business strategy and direction, as a future business strategies C rain direction of reference.
This study shows that Japan A, B company's marketing strategy in line with Japan's aging population and chronic diseases have been increasing in each of the demand. Taiwan is also the problem of aging and chronic diseases annually serious problem areas, but health food in Taiwan is not mature, C company's marketing strategy did not keep pace with medical diet trend. Japan AB company's marketing strategy worthy of study and reference C Company.

並列關鍵字

STP ； 4P ； Chronic Disease ； Metabolism ； Lifestyle Related Disease.

參考文獻

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