A Case Study of the Diapers Marketing Strategy in Taiwan, Base on the Fieldwork of K Company

• Main Authors: Hsi-Chun Lee, 李璽君
• Other Authors: Chih-Ning Chu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/z865b2

碩士 === 中原大學 === 企業管理研究所 === 107 === Taiwan has officially entered the advanced society since 2017, and all kinds of senior generation business opportunities have sprung up. This study is based on the current needs of Taiwan''s senior generation and the need to assist caregivers, through consumption analysis and product analysis. Then find out the distinctive sales model to meet the key factors of elderly social consumption and the future sales direction. It also explores the adult diaper brand introduced by K manufacturers in the late stage. The closed medical channel is the main sales target. The actual data is used to analyze the advantages and disadvantages of the products and how to strengthen the understanding of new brands by medical institutions and medical personnel, thus affecting the purchasing experience of individual consumers. Bringing the long-term sales benefits and establishing scale economy.