A Study on Strategic Positioning And Customer Value Proposition for Chinese Herbal Medicine Industry

• Main Authors: Chia-lung Lu, 呂佳隆
• Other Authors: Cher-Hung Tseng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/26716019140702233035

碩士 === 國立中山大學 === 高階經營碩士班 === 104 === There were numerous food safety issues for the past few years. The modern human have discontent toward chemicals, chemical drugs and food additives. Now people back to nature things, for example, natural herbal products, natural herbal nutritional supplements, and natural herbal skin care products and so on. The purpose of this research analyzes the demand of the modern consumers for Chinese herbal medicine, seeks value proposition with differences, deliberates the new business model, and lead the same trade upgrading. This research will include questionnaire survey and secondary data analysis, find out the characteristics and the questions of the case company and finally propose overall strategic positioning. This research mainly collects 392 questionnaire survey and the confidential documents of the case company. This research tried to make the result with the facts of this study as far as possible by collecting more other information. The result is the entrepreneurs of the traditional Chinese medicine pharmacy have difficulties to change their mind about business operation. The case company should adjust it and find out the proper strategic positioning. On the other hand, the case company must have eye-popping products to let their consumers can accept it easily. For this research, the sample food, herbal drinks, is a good medium for the consumers can easily touch and experience it. Then they will adopt those existing and new products of the case company.