請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91552完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝冠雄 | zh_TW |
| dc.contributor.advisor | Kuan-Hsiung Hsieh | en |
| dc.contributor.author | 蘇柏瑞 | zh_TW |
| dc.contributor.author | Barry Su | en |
| dc.date.accessioned | 2024-01-28T16:30:10Z | - |
| dc.date.available | 2024-02-24 | - |
| dc.date.copyright | 2024-01-28 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-07-25 | - |
| dc.identifier.citation | Section 1: Chinese
Literature Chen, S.-C. (2003). The Business Strategy of Taiwan's Milk Powder-A Case Study of Taiwan Yih Erl Shan Co. Ltd. [Master's thesis, Dayeh University]. National Digital Library of Theses and Dissertations in Taiwan. https://hdl.handle.net/11296/fsg47a Chiang, C.-S. (2009). The Research of Market Segmentation and Customer Behavior for Infant Milk Powder Industry based on Pharmacy Channel [Master’s thesis, Institute of Commerce Automation and Management, National Taipei University of Technology]. National Digital Library of Theses and Dissertations in Taiwan. https://hdl.handle.net/11296/84gr7h Guo, W.-R. (2012). The Study on the Influence of Brand Cognition and Consumer culture on Consumers' Purchasing Intentions - Case study of formula market [Master’s thesis, Institute of Business Administration , Cheng Shiu University]. Hsu, H.-L. (2020). Study of Introducing E-Commerce in the Milk Powder Industry - A Case Study of F Company [Master's thesis, National Taipei University of Technology]. National Digital Library of Theses and Dissertations in Taiwan. https://hdl.handle.net/11296/m2c72d Lin, Y.-T. (2018). The Effect of Product Attribute on Sales Performance-A Case Study of Adult Milk Powder [Master’s thesis, China University of Science and Technology].National Digital Library of Theses and Dissertations in Taiwan. https://hdl.handle.net/11296/g64s39 Electronic Publications Chen, W.(2020, March 27). Drinking milk causes flatulence and stomach pain... It's not necessarily "lactose intolerance"! Nutritionist reveals: You are just allergic to "this". Business Week, Good Health. https://health.businessweekly.com.tw/AArticle.aspx?id=ARTL003001700 Food and Drug Administration, Ministry of Health and Welfare. (2017/12/11). Salmonella-tainted milk powder made by Lactalis Group in France should be removed from shelves today. https://www.mohw.gov.tw/cp-2704-38830-1.html Liberty Times. (2008/09/13). China Sanlu Tainted Milk Powder 25 tons in Taiwan. https://news.ltn.com.tw/news/focus/paper/242597 Liberty Times. (2022/05/21). A cocoon of sorts? Milk Powder Chaos in the U.S.. https://ec.ltn.com.tw/article/breakingnews/3933663 Web resources About Taiwan-New Zealand Economic Cooperation Agreement ANZTEC.(n.d.). Bureau of International Trade, Ministry of Economic Affairs. https://fta.trade.gov.tw/fta_newzealand.html Bettermilk. (2022, July 27). Made for you, Taiwan's first A2β Case in Fresh Milk. Youtube. https://www.youtube.com/watch?v=mgoOVCRRY44 Bureau of Standards and Inspection, Ministry of Economic Affairs. National Standard CNS3055, CNS3056, CNS3057, CNS3058, CNS15792. HSIN YAO BIOTECHNOLOGY CO., LTD.. (n.d.). https://www.pandababy.com.tw/SalePage/Index/3629353 Statistics AngleTech Inc., (2020, October), 2020 Milk Powder Market Share Ranking. https://www.an9le.com/single-post/2020-上半年消費者喜歡的幼兒奶粉品牌 AngleTech Inc., (2022, February), Milk Powder Brand Watch 2021. https://www.an9le.com/single-post/2021-奶粉品牌觀察 Census and Statistics Department, Ministry of Economic Affairs. (n.d.). Industrial Production and Sales Inventory Dynamics Survey. https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateDA.aspx Department of the Treasury, Customs and Excise Department. (n.d.). Customs Import and Export Statistics. https://portal.sw.nat.gov.tw/APGA/GA30 Section 2: English Literature Storhaug, C. L., Fosse, S. K., & Fadnes, L. T. (2017). Country, regional, and global estimates for lactose malabsorption in adults: A systematic review and meta-analysis. Lancet Gastroenterol Hepatol, 2(October 2017), 738-46. https://doi.org/10.1016/S2468-1253(17)30154-1 Harvey, L., Ludwig, T., Hou, A. Q., Hock, Q. S., Tan, M. L., Osatakul, S., Bindels, J., & Muhardi, L. (2018). Prevalence, cause and diagnosis of lactose intolerance in children aged 1-5 years: a systematic review of 1995-2015 literature. Asia Pacific journal of clinical nutrition, 27(1), 29–46. https://doi.org/10.6133/apjcn.022017.05 Jiménez-Montenegro, L., Alfonso, L., Mendizabal, J. A., & Urrutia, O. (2022). Worldwide Research Trends on Milk Containing Only A2 -Casein: A Bibliometric Study. Animals, 12(15). https://doi.org/10.3390/ ani12151909 Kuo, C.-L., Tsai, H.-H., & Chang, Y.-H. (2022). An Evaluation of the Effectiveness of Full-Fat Milk, Soy Milk and Rice Milk in Reducing Sub-Diaphragmatic Activity of Technetium-99m-Sestamibi During Myocardial Perfusion Imaging [Review of An Evaluation of the Effectiveness of Full-Fat Milk, Soy Milk and Rice Milk in Reducing Sub-Diaphragmatic Activity of Technetium-99m-Sestamibi During Myocardial Perfusion Imaging]. Annals of Nuclear Medicine and Molecular Imaging, 35(4), 121–130. Airiti Library. https://doi.org/10.6332/ANMMI.202212_35(4).0001 Lukito, W., Malik, S. G., Surono, I. S., & Wahlqvist, M. L. (2015). From 'lactose intolerance' to 'lactose nutrition'. Asia Pacific journal of clinical nutrition, 24 Suppl 1, S1–S8. https://doi.org/10.6133/apjcn.2015.24.s1.01 Pal, S., Woodford, K., Kukuljan, S., & Ho, S. (2015). Milk Intolerance, Beta-Casein and Lactose. Nutrients, 7(9), 7285–7297. https://doi.org/10.3390/nu7095339 Vandenplas Y. (2015). Lactose intolerance. Asia Pacific journal of clinical nutrition, 24 Suppl 1, S9–S13. https://doi.org/10.6133/apjcn.2015.24.s1.02 Wahlqvist M. L. (2015). Lactose nutrition in lactase nonpersisters. Asia Pacific journal of clinical nutrition, 24 Suppl 1, S21–S25. https://doi.org/10.6133/apjcn.2015.24.s1.04 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91552 | - |
| dc.description.abstract | Ours Truly有機A3無乳糖奶粉是具有USDA有機認證的高端A2奶粉，目前已在台灣上市。作為新產品要打破既有的購買習慣，在競爭激烈的奶粉市場中取得市占率，創新的市場策略是至關重要的。
我們精心設計問卷，從團購社群收集全面的見解和寶貴的反饋。與藥局通路商和食品商的高階管理層訪談，了解在通路管道的激烈競爭，尤其是表現不佳的產品會迅速被淘汰。然而，像藥店這樣的新興渠道，也提供了積極推廣和提升獲利的機會。 價格在企業盈利能力中扮演重要的角色。進口商的A3奶粉目標市場價格為每包新台幣560元。經過市場分析，我們建議初期將市場價格設定為每包新台幣450元，以確保初期進入市場時的競爭力。隨著銷售量的增長，價格再逐漸調整為最終的目標零售價格每包新台幣560元。 總結來說，Ours Truly有機A3無乳糖奶粉的特色是具有USDA有機認證的A2奶粉產品。該品牌能夠通過創新的市場策略、消費者習慣和反饋分析、新興的通路管道，以及實施策略性的定價方法等，在競爭激烈的奶粉市場中最大化其潛力。 | zh_TW |
| dc.description.abstract | Ours Truly’s Organic A3 Lactose-Free Milk Powder, positioned as a premium A2 milk powder with USDA organic certification, was introduced in Taiwan. To disrupt established purchasing habits, innovative marketing strategies are crucial in the competitive milk powder market.
A carefully crafted questionnaire was used to gather comprehensive insights and valuable feedback from a group buying community. Discussions with pharmacy channel vendors and top-level management of food manufacturers highlighted the intense competition in traditional distribution channels, where underperforming products are quickly phased out. However, emerging channels like pharmacies offer opportunities for proactive promotion and higher profit margins. Pricing plays a vital role in marketing and profitability. The importer's target market price for A3 milk powder is NT$560 per pack. After market analysis, it is recommended to initially set the market price at NT$450 per pack to ensure competitiveness during the initial market entry. As sales volume grows, the price can be adjusted to approach the eventual target retail price of NT$560 per pack. In conclusion, the success of Ours Truly’s Organic A3 Lactose-Free Milk Powder lies in its unique proposition as an A2 milk powder product with USDA organic certification. By employing innovative marketing strategies, analyzing consumer habits and feedback, leveraging emerging distribution channels, and implementing a strategic pricing approach, the brand can maximize its potential in the competitive milk powder market. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-01-28T16:30:10Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-01-28T16:30:10Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Master Thesis Certification by Oral Defense Committee i
Acknowledgements ii Abstract iv Table of Contents v List of Tables vii List of Figures ix 1. Introduction 1 1.1. Research Motivation and Background 1 1.2. Purpose of the study 4 1.3. Research Process 6 1.4. Expected Results 7 2. Literature Research 8 2.1. Contributions of relevant literatures 8 2.2. Literatures’ Contribution and Limitations in context of this Study 12 3. Research Methodology 15 3.1. Evaluating Product Competitiveness 15 3.2. Survey Design 16 3.3. Interviewing Executives with channel insights 20 4. Empirical Results and Analysis 22 4.1. Price Comparison – Evaluating Product Competitiveness 22 4.1.1. Other brands’ adult milk powder 22 4.1.2. Domestic and imported fresh milk 23 4.1.3. Milk for Business-Use 24 4.1.4. A2 milk powder and A2 milk 26 4.2. Survey Results 28 4.2.1. Single variable survey analysis 28 4.2.2. Two Variable Analysis 36 4.3. Interviews with channel personnel 40 4.3.1. P&Q Specialty Pharmacy Visit 40 4.3.2. Food Supplier Company Chairman Interview 43 5. Marketing Strategy 46 5.1. How consumption habits affect milk sales 46 5.2. Marketing Channel Strategies 51 5.3. Pricing Strategy 53 5.3.1. Price information 53 5.3.2. Pharmacy Profit Model Estimate 56 5.3.3. Pharmacy Consignment Profit Model Estimate 58 5.3.4. Group purchase Profit Model Estimate 58 5.3.5. Self-operated Profit Model- Online Sales Estimate 59 5.3.6. Self-operated Profit Model Estimate - PX Mart/ Carrefour 61 5.3.7. Importer's Target Price Rationality Assessment 62 5.3.8. Profit Model for Each Selling Price 62 5.3.9. Suggested Retail Price 64 6. Conclusions and Recommendations 66 6.1. Conclusion 66 6.2. Recommendations 70 References 72 Appendix A Consumer Survey 76 Appendix B Milk powder and liquid milk consumption in Taiwan 81 Appendix C Milk Origins & Production locations of milk powder in Taiwan 87 Appendix D Recent 5-10 years milk powder imports by country in Taiwan 92 Appendix E Ranking Imported Brands & Characteristics of Milk Powder in Taiwan 96 Appendix F Age Ratio of Imported Milk Powder Users, Infant Milk Powder, General Milk Powder and Elderly Milk Powder 98 Appendix G Classification of milk powder production use 101 Appendix H Lactose Intolerance Imported Drug Statistics 105 Appendix I CNS labeling instructions - dairy products related 106 Appendix J Organic certification seal 107 Appendix K Taiwan-New Zealand Economic Cooperation Agreement 108 | - |
| dc.language.iso | en | - |
| dc.subject | OURS TRULY | zh_TW |
| dc.subject | A2奶粉 | zh_TW |
| dc.subject | 有機奶粉 | zh_TW |
| dc.subject | 無乳糖奶粉 | zh_TW |
| dc.subject | 奶粉市場 | zh_TW |
| dc.subject | 通路經驗 | zh_TW |
| dc.subject | 定價策略 | zh_TW |
| dc.subject | Lactose-Free | en |
| dc.subject | Organic Milk Powder | en |
| dc.subject | Pricing Strategy | en |
| dc.subject | Channel Experience | en |
| dc.subject | Milk Powder Market | en |
| dc.subject | A3 | en |
| dc.subject | OURS TRULY | en |
| dc.subject | A2 Milk Powder | en |
| dc.title | 臺灣A3無乳糖奶粉的市場可行性研究報告 | zh_TW |
| dc.title | Market Feasibility Study of A3 Lactose-Free Milk Powder in Taiwan | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.coadvisor | 曹承礎 | zh_TW |
| dc.contributor.coadvisor | Seng-Cho Chou | en |
| dc.contributor.oralexamcommittee | 陳建錦;林俊叡 | zh_TW |
| dc.contributor.oralexamcommittee | Chien-Chin Chen;Raymund Lin | en |
| dc.subject.keyword | OURS TRULY,A2奶粉,有機奶粉,無乳糖奶粉,奶粉市場,通路經驗,定價策略, | zh_TW |
| dc.subject.keyword | OURS TRULY,A2 Milk Powder,Organic Milk Powder,A3,Lactose-Free,Milk Powder Market,Channel Experience,Pricing Strategy, | en |
| dc.relation.page | 109 | - |
| dc.identifier.doi | 10.6342/NTU202301503 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2023-07-26 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-111-2.pdf 未授權公開取用 | 2.92 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。