Business Strategy of Online Marketing in Herbal Health Food Industry

• Main Authors: Ho, Yung-Ning, 何詠寧
• Other Authors: Shih, Chin-Tay
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/65613481086948162992

碩士 === 國立清華大學 === 經營管理碩士在職專班 === 103 === Global market of health food is very large, and heath food made of Chinese herbs are highly competitive in the market. By means of biotechnology, the herbal heath care products are increasing continuously in types and quantities. The majority of sales channels in Taiwan are direct and physical approaches. Internet channel only accounts for a small proportion, and it means a great potentiality for promoting products through such channel. This study is to explore internet strategy and marketing of three Taiwan herbal health-products firms. We’ll discuss competitiveness in terms of management five forces. Three case studies show two of the firms enhance their competitiveness by different production technology, marketing strategy and high-quality products. While the other one, changing from cost-orientation to focus strategy, concentrates on female confinement market, accumulates large network evaluations and becomes a well-known online herbal health food brand by power of the internet community. Through this study we hope to better understand internet consumers’ demand for herbal health food, to review the competitiveness of online sellers and to increase competitiveness in order that we can create a new online market through blue ocean strategy.