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    题名: Taiwan Health Food Business Strategy in the Mainland Market
    作者: Luo, Sheng-Yi
    贡献者: 經營管理學系碩士在職專班
    关键词: Health food;Chinese market;business strategy
    日期: 2017
    上传时间: 2017-09-19 06:40:18 (UTC+0)
    出版者: 亞洲大學
    摘要: Aging around the world has become an important developmental project in the health industry. Its industrial effects have also linked to various industries. The concept of "preventive medicine" is a major project for the health industry to balance the cost-effectiveness of health industry.
    This study focus on the health food from the health industry to explore its implementation both sides cross strait. Qualitative interviews are used in the case of Segotino Company. Segotino Company has applied its long term experience in Taiwan to the Chinese developing market in China. Readers can have a better understanding of the development of health food products in China. Based on the Segotino’s experience in China, there are not many operational problems; however, pricing seems to be the problem. There are full of fake or poor quality of the health products in the Chinese market and their prices are lower than the ones from the regular sources. The health education in China has just started, so it takes a long time to educate consumers to accept normal health food.
    Segotino has developed its products in China for decades. Combining its R & D and operation both sides cross strait is its main advantage to deepen its market share. But the changes of Chinese market and the rise of the local market will be the threat of Segotino in the Chinese market development. At the end of the paper, the findings from the case study give the conclusion and recommendations as the future references.
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