果汁的 SWOT 分析及營銷策略：
以“ 沙爾 博士”蒙古沙棘汁為例

摘要學號： G10682006 論文題目：果汁的SWOT分析及營銷策略：以“ 沙爾博士”蒙古沙棘汁為例總頁數： 133 學院名稱：國立屏東科技大學農業企業管理國際碩士學位課程畢日期： 2019年6月8日授予的學位：碩士學生姓名：朵可涵指導教授：林永順本文摘要：沙棘是為 Elaegnaceae 科。 Elaegnaceae 是小喬木與灌木，其中包括60種。沙棘在自然棲息地可達2-4公尺，漿果呈現黃色或橙紅色，幾個世紀以來一直做為歐亞大陸和北美生產的藥用或營養產品。近年來正在審查其營養和醫學價值。目前為止，沙棘汁為沙棘漿果中在的商業上獲得最多關注的產品之一。其果汁含有高含量之維生素C，蛋白質和類胡蘿蔔素等營養素，也富含天然維生素A，B1，B2，C，E和P等。“Jivertiin Orgil ”有限責任公司於2006年成立了“ Shar Doctor”品牌，生產和銷售沙棘等相關產品。除了生產沙棘汁和油，他們還與蒙古國內農民合作增加沙棘種植面積。本研究的目的為（1）制定確立沙棘汁營銷的問題（2）提供營銷策略（3）為“ Shar Doctor”沙棘汁品牌的發展做出貢獻。研究方法為品質採樣。研究過程中的訪談做為主要數據收集。作者採訪了四位從事沙棘生產行業的工廠經理以及三個零售商，還有他們正在銷售“ Shar doctor”品牌的產品之五個隨機客戶。受訪者數據可用於了解目前“ Shar doctor” 的市場情況。因此，總結最終市場研究結果，公司案例討論，以及基於SWOT分析來制定營銷策略規劃。總之，最終的營銷計劃提供了許多新的營銷建議，以了解客戶的期望，滿足客戶對“ Shar doctor”品牌的渴望。例如，為了彌補冬季季節性消費的沙棘汁，他們可以在他們的產品系列中添加新的冰鎮沙棘汁或罐裝沙棘汁。關鍵詞：沙棘汁，SWOT分析，營銷策略， Shar Doctor

關鍵字

沙棘汁，SWOT 分析，營銷策略， Shar Doctor

並列摘要

ABSTRACT Student ID: G10682006 Title of Thesis: SWOT Analysis and Marketing Strategies of Juice: Taking “Shar Doctor” Mongolian Sea Buckthorn Juice as an Example Total Pages: 133 Name of Institute: Department of International Master’s Degree Program in Agribusiness Management, National Pingtung University of Science and Technology Graduate Date: 2019.06.08 Degree Conferred: Master Name of Student: Dorjkhand Boldbaatar Advisor: Dr. Yeong-Shenn Lin The contents of the abstract in this thesis: Sea buckthorn is one type of Hippophae which belongs to the Elaegnaceae family. The Elaegnaceae is a family of small trees and shrubs which includes 60 species. Sea buckthorn reaches 2–4 m in height in natural habitats and bears yellow or orange-red berries which have been used in the production of medicinal and nutritional products in Eurasia, and North America for centuries. Its nutritional and medical values are being recognized and examined recently. At present, sea buckthorn juice is one of the most commercially relevant products obtained from sea buckthorn berries. The juice supplies a nutritious drink with high levels of vitamin C, protein, and carotenoids; also an abundant source of natural vitamin A, B1, B2, C, E, and P. "Jivertiin Orgil" LLC established the "Shar Doctor" brand to manufacture and market sea buckthorn products in 2006. Besides producing sea buckthorn juice and oil, they also work cooperatively with Mongolian domestic farmers to increase sea buckthorn planting. The objectives of this study were to (1) Identify problems with sea buckthorn juice marketing (2) Suggest marketing strategies to address problems (3) Contribute to the development of the "Shar Doctor" sea buckthorn juice brand. The study research method was qualitative. Interviews were the primary data collection technique during the research process. The author interviewed four factory managers, who work in the sea buckthorn production industry; three retailers, who are selling the "Shar doctor" brand's products and five random customers. The respondent data can be used to understand the current market situation of "Shar doctor clearly." Consequently, the final result is summarizing the market research, discussing the company's case, and the developing marketing strategy planning based on SWOT analysis. In conclusion, the final marketing plan provides many new marketing suggestions to understand customer expectations and meet customers' desire for the "Shar doctor" brand. For instance, to offset the winter seasonal consumption of sea buckthorn juice, they can add new iced sea buckthorn juice or canned sea buckthorn juice to their product line. Keywords: Sea buckthorn juice, SWOT analysis, marketing strategies, Shar Doctor