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系統編號:	096NTPU1121024
出版年:	97
研究生:	李家雄
研究生(英文姓名):	Chia-Hsiung, Lee
論文名稱:	飲食養生行銷策略之研究－以ABC公司為例
英文論文名稱:	A STUDY ON THE MARKETING STRATEGY OF HEALTH-PRESERVING DIET – WITH ABC COMPANY AS EXAMPLES
指導教授:	張舜德
指導教授(英文姓名):	Shunder, Chang
學位類別:	碩士
校院名稱:	國立台北大學
系所名稱:	企業管理學系碩士在職專班
學號:	79579926
學年度:	96
語文別:	中文
論文頁數:	83
關鍵詞:	STP、4P、慢性病、新陳代謝、生活習慣症。
英文關鍵詞:	STP, 4P, Chronic Disease, Metabolism, Lifestyle Related Disease.
被引用次數:	0
[ 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。
[ 英文摘要 ]
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.
[ 論文目次 ]
謝　詞 I 中文論文提要 II ABSTRACT III 目　錄 IV 圖　次 VI 表　次 VII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究對象 3 第三節 研究目的 4 第二章 文獻探討 5 第一節 市場區隔 5 第二節 目標市場 9 第三節 市場定位 12 第四節 產品 15 第五節 通路 19 第六節 定價 25 第七節 促銷 28 第三章 研究方法 31 第一節 個案研究方法 31 第二節 個案選取原則 32 第三節 研究流程 33 第四章 個案研究 34 第一節 產業現況 34 第二節 個案分析—日本A公司 43 第三節 個案分析—日本B公司 60 第四節 個案分析—台灣C公司 65 第五節 小結 70 第五章 結論與建議 74 第一節 結論 74 第二節 建議 77 參考文獻………………………………………………………………78
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