牛樟芝直銷保健食品品質要素與行銷策略之研究－一人一樹生技公司為例

Product Quality and Marketing Strategies of Health Food with Antrodia Camphorate —A Case Study of One Person One Tree Biotechnology Co., LTD.

徐珮瑜(Pei-Yu Hsu)

指導教授 ： 陳君杰

嶺東科技大學/管理學院/行銷與流通管理系碩士班/碩士(2017年)

摘要

本研究以牛樟芝保健食品品質要素為主題，設計問卷針對一般消費者進行調查研究，以了解一般消費者對於牛樟芝保健食品品質要素類別的認知，並進而研擬行銷策略。調查研究結果顯示，一般消費者樣本品質要素歸類結果，培育構面的品質要素被歸類於無差異品質，助益構面的品質要素為一維品質。部分不同背景之一般消費者對於一人一樹牛樟芝品質要素歸類結果有差異。建議一人一樹未來應持續增進牛樟芝產品的助益，並繼續宣傳牛樟芝的助益，在對一般消費者的行銷上，仍可以這些品質要素作為主要訴求。

關鍵字

牛樟芝 ； Kano模式 ； 傳銷商

並列摘要

This study has based on the food quality of Antrodia camphorate health foods as theme of research, while the questionnaire design has focused on regular consumers to carry out its investigation. The purpose of it is to appreciate the understanding of regular consumers towards the categories of quality on Antrodia camphorate health foods as market strategy is being formulated. As noted from the research results, quality elements of cognition cultivation aspect from most of the regular consumers are considered to be of indifference quality, quality elements of cognition benefit aspect from most of the regular consumers are considered to be of one-dimensional quality. It is recommended that One Person One Tree should improve Antrodia camphorate product of benefit in the future and be disseminate the Antrodia camphorate of benefit. It is why that One Person One Tree can, for marketing on regular consumers, still base on these quality elements as its primary pursuit.

並列關鍵字

Antrodia camphorate ； Kano’s Model ； Direct sales

參考文獻

一、中文部份

1.公平交易委員會（2015），多層次傳銷事業經營概況調查摘要分析報告http://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=543&docid=14105。

2.李順來(2009)，牛樟芝-台灣國寶，世茂出版有限公司。

3.社團法人-台灣牛樟芝協會（2017），牛樟芝栽培方式之比較，http://www.tnccia.org/info.php?info_sn=48。

4.陳曉娟，針葉樹之牛樟芝菌絲體生長促進因子及牛樟芝菌絲體成分之研究，臺北醫學大學生藥學研究所碩士論文，2004。