The Research of modern chain drugstore introduce silver milk powder marketing--Successful Case Studies of Taichung modernization chain drugstore
| Autor: | Tzu-Feng Yang, 楊子鋒 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Due to Taiwan has entered the advanced age society, the senior consumers have been considered as the potential market for the formidable consumption. The milk powder manufacturer of the traditional food industry, is aiming at the aged population 2.7 million, also the latent consumption group has increased year by year which causes the company which owns the ability of development and manufacture are seeking to open up the senior milk powder products of standard and with special nutrient in growth period market. This study adopted the qualitative methodology, according to the empirical case in the field and the related literature survey, by the empirical case analysis and to the field expert, family practice physicians, directors of community medical care group were carried on depth interview, and to the goal consumption group. By senior consumers of Taichung County’s chain pharmacy were carried on the questionnaire survey for the consumption group segmented variable. The conclusions are: First, regarding the senior milk powder enter the new market segmentation. The suggestions for supplier to use are: (1) Segmented by the product function, adopt the product with multi-purpose nutrient and the innovation strategy. (2) Segmented by the pharmacy marketing channel, the small supplier suits to develop the multi- brands and the vice- brand strategy. The small supplier can built up one’s own brand to enter this segmentation. (3) Segmented by the price, the leading brand suppliers suitably adopt the multi- brands strategy. The multi-purpose nutrient products of innovation researches and develops may be sold with high price and cream skimming strategy. Second, the factors of difficulty and limitation for the senior milk powder in growth period enter the new market segmentation, including: (1) The government policies and laws limit. (2) The depth of product lines is still unable to develop. (3) The product geography covers the original country effect. (4) The most suitable economies of scale have not yet value by the massive suppliers. Third, the marketing essential information which effects the senior milk powder consumption includes: (1) Marketing and introduction by media. (2) Recommend by medical care personnel. (3) Pharmacist''s suggestion. (4) Relatives and friends'' introduction. This study proposed that the way to enter the new market segmentation of the senior milk powder in the growth period for the powdered milk suppliers’ references. And according to the present consumption goal community, successful case of the pharmacy channel, relies on the development marketing strategy for the suppliers. The result of study provided the references for Taiwan other traditional food industry to enter the new market segmentation and their effect. This study might provide other geography to cover the scope for the senior milk powder enterprise to enter the new market segmentation. Key Words: Milk Powder, Chain Pharmacy, Market Segmentation, Consumer Behavior. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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