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You searched for +publisher:"NSYSU" +contributor:("K.H. Chang"). One record found.

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NSYSU

1. Lee, Chin-Pei. A study of marketing strategy and mass marketing â case of Canlea's SOD product.

Degree: Master, EMBA, 2008, NSYSU

TPP-SOD-like, mainly composed of tea polyphenol, is one of the best nature antioxidant known so far. However, it is cline to lose its functionality during production, storage, and transportation. It is, however, cline to be oxidized, thus lose its functionality during production, storage and transportation. In addition, its production cost is too high to make it widely available to the publics. This study utilized the company, Canlea International Co., as an example to confirm the usage of TPP SOD-like in the field of preventive medicine through expert interviews and consumer behavior analysis. From which we can know the trend of marketing strategy, acceptable pricing, and the way to publicize this product. The goals of this study are: (1) understanding the current marketing strategy of Canlea International Co. to meet the needs of consumers; (2) competitive advantage and disadvantage of SOS-like products in functional food market in order to find the niches; (3) understanding the characteristics of both consumers and potential consumers for the marketing of SOD-like products; and (4) investigating the beneficial relationship between marketing strategy of Canlea Co. and the sales of SOD-like products. The results indicate that Canlea SOD-like products have competitive advantages in terms of raw materials, production technology, and packaging. Nevertheless, it is quite a challenge to develop due to their high price and public acceptance to the trade brand. Furthermore, the contribution channel and market segmentation of these products need to be improved, especially in product promotion and the fortification of public relations. As to the general attribute of consuming behaviors, consumers tend to take two or more health-care products at the same time with an averaging expense of NTD 2000 per month. The study also shows that users of SOD-like products usually localized in central and southern Taiwan and the best way to promote these products is through the introduction among users. Furthermore, the longer consumers use SOD-like products the better the effect is. Key Wordsï¼marketing strategy, mass marketing, consumer characteristics, competitor analysis Advisors/Committee Members: Ming-Chu Yu (chair), Yu-Ping Wang (committee member), K.H. Chang (chair), BIH-SHIAW JAW (committee member).

Subjects/Keywords: competitor analysis; marketing strategy; mass marketing; consumer characteristics

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Lee, C. (2008). A study of marketing strategy and mass marketing â case of Canlea's SOD product. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0723108-152602

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Lee, Chin-Pei. “A study of marketing strategy and mass marketing â case of Canlea's SOD product.” 2008. Thesis, NSYSU. Accessed June 26, 2019. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0723108-152602.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Lee, Chin-Pei. “A study of marketing strategy and mass marketing â case of Canlea's SOD product.” 2008. Web. 26 Jun 2019.

Vancouver:

Lee C. A study of marketing strategy and mass marketing â case of Canlea's SOD product. [Internet] [Thesis]. NSYSU; 2008. [cited 2019 Jun 26]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0723108-152602.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Lee C. A study of marketing strategy and mass marketing â case of Canlea's SOD product. [Thesis]. NSYSU; 2008. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0723108-152602

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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