臺灣植萃保健品的品牌經營策略： 聚焦含蕈菇萃取物成分的保健品

Abstract

本研究採用量化問卷調查與質性專家深度訪談雙軌併行，分析臺灣含蕈菇萃取物成分之保健品的品牌經營策略。量化研究部分共回收 415 份有效樣本，進行統計分析與驗證。研究結果顯示，在態度忠誠方面，「溝通」行銷為最強的正向因素，其次為「需求」行銷、「成本」行銷及「能力信任感」；在行為忠誠方面，同樣是以「溝通」行銷最為重要，「需求」行銷與「情境涉入度」也產生正向的影響，但是「成本」行銷則對行為忠誠會產生負向的作用。此結果指出，雖便利性與價格有助於提升消費者的態度認同，但過度強調則可能降低消費者對保健品實際的購買意願。 本研究之質性部分則邀請四位業界專家進行深度訪談，來補充市場趨勢與經營策略之洞見，以補充並支持量化研究之結果。質性訪談結果指出，中南部地區因醫療資源分散及高齡化特性，保健品需求較為強烈；各年齡層皆展現對保健品的需求，需求類型隨年齡而異。專家建議，保健品品牌應依據產品特性與資源條件來選擇適當的通路予以佈局，並須避免過度訴求低價與便利，應強化保健品的專業形象、功效驗證與資訊透明化，以提升消費者的信任度與市場競爭力。 綜上分析結果，植萃保健品廠商若欲強化品牌忠誠度，須要同步提升品牌與消費者之間的溝通品質、滿足健康需求、平衡價格與價值的認知，並建立穩固的專業形象。研究者對後續研究，建議擴大量化樣本來源、增加質性採訪廣度，並採用縱貫性設計以追蹤市場的變動趨勢，進一步深化植萃保健品市場之學術研究與實務價值。

This study administered a quantitative questionnaire survey and qualitative expert in-depth interviews to analyze the strategies used to manage mushroom-extract-based health supplement brands in Taiwan. A total of 415 valid questionnaire samples were collected for statistical analysis. The research results revealed that in terms of attitudinal loyalty, communication marketing was the strongest positive factor, followed by customer need marketing, cost marketing, and trust in ability. In terms of behavioral loyalty, communication marketing was again the most important; customer need marketing and situational involvement also had positive impacts, but cost marketing had a negative effect on behavioral loyalty. Thus, although convenience and price positively affect consumer recognition, overemphasizing them may reduce consumers’ intention to purchase health supplements. Four industry experts were invited to participate in in-depth interviews to provide insights into market trends and business strategies to supplement and support the results of the quantitative research. Demand for health care supplements was found to be relatively strong in central and southern Taiwan due to the scattered medical resources and aging population in these regions. People of all ages exhibit demand for health care supplements, and the type of demand varies with age. The experts suggested that health care supplement brands should choose appropriate channels for distribution on the basis of products’ characteristics and resource conditions and should avoid excessive demands for low prices and convenience. Supplements should strengthen brands’ professional image, and their efficacy should be verified and information should be transparently provided to enhance consumer trust and market competitiveness.

The analysis revealed that if mushroom-extract-based health supplement manufacturers want to strengthen consumers’ loyalty to their brand, they must simultaneously improve the quality of communication between the brand and consumers, meet the consumers’ health needs, balance the perception between price and value, and establish a solid professional image. Follow-up studies should employ a larger quantitative sample, increase the breadth of the qualitative interviews, and adopt a longitudinal design to track market trends. Doing so would deepen the academic research on the practical value of the mushroom-extract-based health supplement market.