台灣醫療保健食品廠商行銷4P之分析－以中草藥市場的綠豆癀生產廠商為例

Analysis of Marketing 4P of Taiwan Healthcare Food Manufacturers - Take the Example of a Mungbean producer in the Chinese Herbal Medicine Market

10.6872/OMR.201806_13(1).0004

楊英賢(Ing-Shane Yung)；林文泉(Wen-Chuan Lin)；林柏年(Bo-Nien Lin)

綠豆癀產業 ； 行銷4P組合 ； 行銷策略 ； 口碑行銷 ； Mungbean Industry ； Marketing 4P Analysis ； Marketing Strategy ； User's Evaluation

經營管理論叢

13卷1期（2018 / 06 / 01）

55 - 66

繁體中文

本研究之目的為探討台灣綠豆癀生產主要廠商，並利用行銷4P組合分析瞭解其產品的行銷策略，以了解綠豆癀產業發展的可能性，提供綠豆癀業者經營的參考依據。研究方法以深入訪談法蒐集的訪談內容為基礎，並以行銷工具4P組合作為分析模式。在產品的部分，大部分的廠商，產品線主要還是以綠豆癀的食用為主，有部分廠商會推出延伸的產品（例如：肥皂、保養品）；價格以及內容物不固定，範圍廣泛；通路種類多樣化，包含網路商場、代理商、廠商直營、農會、官方網站訂購等；推廣方式主要以網路媒介（社群網站、官方網站）、新聞報導、廣告代言、電視節目採訪等為主要的推廣方式，並靠著使用者的評價產生口碑行銷。今後綠豆癀產品如要獲得成長，必須開發青年族群，以代替中年世代的顧客族群。

The purpose of this study is to explore the main manufacturers of Mungbean in Taiwan and to use marketing 4P analysis to understand the marketing strategy of their products in order to understand the possibility of the development of the mungbean industry and provide reference for the operation of the mungbean industry. The research method is based on the interview content collected through the in-depth interview method and uses the marketing 4P as the analysis model. In the part of products, most of the manufacturers and product lines are mainly based on the consumption of mungbean pods, and some manufacturers will introduce extended products; the price and content are not fixed, and the range is wide; Variety of diversification, including online shopping malls, agents, manufacturers direct, peasant associations, official website order, etc.; promotion methods are mainly online media, news reports, advertising endorsements, television program interviews, etc. As the main promotion method, and relying on the user's evaluation, it produces word-of-mouth marketing. In order to grow green bean pod products in the future, it is necessary to develop youth groups in order to replace the customer of the silver-haired and middle-aged generations.

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