| Summary: | 碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === The biotechnology industry is flourishing in Taiwan and the functional food market has development potential. Because different companies have different advantages, this study divided the models into four types, namely manufacturer, distributor, designer and developer.
This study explored the major determinants, concrete influences and primary competitive advantages of self-created brand models, and sorted out the differences between functional foods and health foods as well as their review procedures.
According to the in-depth interview data of managers from companies with different models, we sorted out the determinants of self-created brand models adopted by different companies, as well as their influences on the companies and the competitive advantages developed from them. It was found in the study that the distributor model is the most commonly adopted one and most companies adopt more than two models. As for the influences on company, the costs of both R&D and staff are increased. In addition, there was a new finding that the market acceptance is an important factor for self-created brand success, and both overstock and undersupply also have influence on the self-created brand success. Different self-created brand models can bring out different competitive advantages due to their different characteristics, therefore, companies with multiple models would have more advantages.
Health food certification is a system promoted by the government, but there was a new finding in the study that some companies hold an opinion that the brand awareness doesn’t have main influence. In addition, many functional foods on the market have not been inspected by health units, and whether the components and safety of products are up to standard has not been controlled by any government agencies in advance, which harms the rights and health of customers. Plasticizer incident is only the tip of an iceberg. No one knows exactly how many harmful foods have been hidden behind the management of food hygiene. Finally, it is suggested that establishing a set of effective and comprehensive regulations for food inspection and operation management should be a task of top priority for the government.
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