日本企業的品牌策略 ─以健康食品企業為例

Japanese Brand Strategy: A Study of Healthy Food Companies

林竹君(Chu-Chun Lin)

指導教授 ： 蔡錫勲

淡江大學/國際研究學院/亞洲研究所碩士班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00887

摘要

本文主要是針對健康食品產業當中的企業是否真能藉助品牌策略從價格競爭的困境中逃脫出來這點作為立論的根基進行研究。此外，亦藉由健康產業新進企業的品牌策略建構模式，來探討如何藉助品牌策略使得企業轉向非價格競爭。再者，更針對新進企業自身所建構的品牌策略進行一連串的探討。
在此，以知名的日常用品製造商花王旗下的健康相關品牌「ヘルシア(healthya)」作為個案，並藉此探討新進企業如何成功打進該市場。首先在此先針對健康食品產業的7大特徵進行探討。所謂的7大特徵即是1.市場進入障礙過低。2.價格設定不透明。3.健康食品的相關宣傳廣告相當困難。4.值得信賴的產品商家數量少。5.進入企業必須先備妥萬一產品產生健康危害的危機處理策略。6.同質化競爭所導致的商品生命周期過短的現象。7.消費者對於產品的安全及效果相當重視。
花王之所以能夠成功地打進健康食品市場的關鍵在於品牌基本策略(品牌開發策略)與品牌進入市場策略(副品牌價值策略)的制定。再者，當初花王在計畫進入健康食品市場之際已經決定好主要的四個基本方針。這四個方針為1.重視健康生活型態的營造。2.重視商品與行銷。3.絕不加入既有的價格或促銷競爭。4.不急於擴展銷售通路。花王品牌策略成功的關鍵主要是藉由整合式行銷的方式。以消費者的觀點，作為產品整體設計與銷售的重心。然而，如何從消費者的觀點來做思考與策略建構呢?花王主要是藉由行銷4C的觀點來思索產品對於顧客的價值、顧客的可承擔的費用、顧客購買的方便性、其中最重要的是重視與顧客的雙向互動與溝通。從花王的個案中可得知，若想建構成功的品牌策略，主要的重點還是得著重在如何緊緊地掌握著消費者的心。

關鍵字

健康食品 ； 國家認證健康食品 ； 品牌價值 ； 非價格競爭

並列摘要

The main purpose of this paper is to investigate the problems of companies how to use the brand strategy to escape from the price competition in the health food industry. In addition, through the research of the case, we desired to know new entrants of the health food industry by building brand strategies how to enter the price competition market and how to change the strategy in order to enter the non-price competition model. Moreover, through the research of the case, we want to know how the new entrants build brand strategies in order to enter the market.
By the case of the brand (healthy), which is well-known brand of the commodity manufacturer Kao Corporation. Through this case, we want to know how the new entrant successfully enter the health food market. First, we investigate the characteristics of health food market. Finally, there are 7 characteristics, which are low entry barriers, price setting unclearly, claim and advertising very difficultly, risk management of health damages, product life cycle very shotly, comsumer taking the problem of food safety and effect seriously.
Here is a key point about Kao Corporation how to enter the health food market successfully. It is the setting about the basic brand strategy and the market entry strategy. On the other hand, there are 4 principles have setted when Kao Corporation wants to enter the health food market. There are taking healthy life style seriously, taking product and market designs seriously, not involved in the price or promotion competition, no hurry to extend the market channel. How to make it success in the setting of brand strategy. By using the Integrated Marketing Communication to make Kao Corporation in consumer’s shoes to think about what’s the value of customer,the cost of customer, the convenience of customer, and how to make effective communication with customer. In this case, we can know the way how to build the successful brand strategy that you must keep thinking in customer’s shoes anytime.

並列關鍵字

health food ； food for specified health uses ； band value ； non-price competition

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