影響保健食品行銷策略之評估準則研究－以牛樟芝為例

本研究主要探究牛樟芝（Antrodia Cinnamomea）保健食品之最佳行銷策略，以行銷策略為基礎，諮詢保健食品產業行銷方面之專家意見及相關文獻探討進行彙整，整理出影響牛樟芝保健食品行銷策略之因素構面與指標，初步擬定影響保健食品行銷策略共四大構面以及21項評估準則，接著發展模糊德爾菲問卷並委請十一位專家填寫問卷，以模糊德爾菲法（Fuzzy Delphi Method, FDM）進行分析，篩選出四大構面以及17項評估準則，並發展KANO問卷，進行消費者問卷，共回收268份，以精緻化Kano二維品質模型及重要度－滿意度模式I-S MODEL進行歸納分析，以排序出消費者對於行銷關鍵因素之認同度及反應度，使研究可以有成效的提供給保健食品業者行銷時之參考及規劃依據，以改善消費者對於保健食品之需求及認知。

關鍵字

牛樟芝；保健食品；行銷策略；以模糊德爾菲法（FDM）；精緻化Kano二維品質模型

並列摘要

This study mainly explores the best marketing strategy of Antrodia Cinnamomea health food based on the commercial marketing. By the consulting of expert opinions of the health food in the industry marketing and reviewing related literature, weintegrate the factors that influence the marketing strategy of Antrodia Cinnamomeahealth food. Firstly, we propose four major components affecting health food marketing strategies and 21 evaluation criteria. Then, the proposed method develops the Fuzzy Delphi questionnaire and the commissioned eleven experts fill out the questionnaire. By the analysis of Fuzzy Delphi Methods (FDM), we select four components and 17 evaluation criteria. Moreover, the method develops the KANO questionnaire to conduct consumer and collects a total of 268 copies. The refined Kano two-dimensional quality model and the importance-satisfaction model (I-S MODEL) are used for inductive analysis. For sequencing the recognition and responsiveness of consumers, the research can be effectively provided the health food industry with the key factors of marketing. Consequently, the components and evaluation criteria can be applied for marketing reference and planning basis to improve consumer demand and awareness of health food.

並列關鍵字

Antrodia Cinnamomea ； Health food ； Marketing Strategy ； Fuzzy Delphi Method ； Refined Kano Two-Dimensional Quality Model

國際替代計量

影響保健食品行銷策略之評估準則研究－以牛樟芝為例

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