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The Research of Market Expansion and Brand Positioning Strategy on Dietary Supplement: A Case Study of Mucho’s Caterpillar Fungus Product
Operational Expansion Model
After the food safety storm, health awareness of Taiwanese people was further enhanced. In addition, the concept of health care was gradually taken seriously because of the aging society. People began to pay attention to physical health and the importance of preventing diseases. Secondly, people nowadays eat too much delicate food and stress of life makes various diseases triggered easily, and thence preventive health care is more important. Caterpillar Fungus has the effects of anti-fatigue, liver protection and immune regulation. Even though the experiment has proved to have anti-cancer effect, the government does not allow labeling at present. Many people who care about health care know that Caterpillar Fungus is an extremely good health care product. Since ancient times, the price of Caterpillar Fungus has remained high, and the fake products are fully merchandised in the market. Mucho is a domestic enterprise that can cultivate and produce Caterpillar Fungus, which has many technical advantages, but it faces the dilemma that consumers are not familiar with it. The demand for Taiwan's health care market is increasing year by year. It is obvious that there is also a development opportunity in the market. This study explores the development opportunities of such a company in the Taiwanese dietary market, as well as the operational expansion model, growth model, and its branding position that canbe pursued in the future.
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