| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 106 === Taiwan has entered the aging society, people have higher health awareness than before: It makes the health food market thriving. However, it is difficult to establish the marketing channel for those SMEs which have limited resources. Therefore the selection of marketing channels and marketing models receive much attention. This study starts from the perspective of SMEs. Investigate the essential factors of healthy food industry and the usable marketing channels. Furthermore, research the suitable marketing model; it can be operated by peers or related businesses, and improve their marketing efficiency and effectiveness.
After the interviews and questionnaires. In these 480 valid samples, we use the Narrative statistics, Factor analysis, T test, One-Way ANOVA and other statistical methods. In conclusion, those essential factors of marketing are Quality Assurance, Promotion, Convenience and Staffs. However, in the case of lack of visibility, funds and staff training system; to take direct sales and open a health organic food store is more reasonable. Adaptation of its marketing model is "trust mode". This is built under the product strategy; enhance the quality, market awareness, and convenience. In order to improve communication and enhance trust in products. Adopt the value-added pricing method, and adopt integrated marketing communication in combination with personnel sales, advertising (including Internet), public reporting, and promotion.
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