本論文主要是針對銀髮市場行銷議題進行研究。嬰兒潮世代目前已60多歲與70多歲，他們創造了現在的銀髮經濟。研究對象則為湯臣倍健，該公司主要在華人地區，並以中國大陸非直銷的領域為主，主要的產品集中在補充劑。本研究希望瞭解當市場競爭越來越激烈時，應採怎樣的措施以培養核心競爭優勢，佔領更多的市場份額，進而不斷提升產品的知名度，在世界範圍內處於領先地位。
本文首先就研究背景、內容、意義及方法，闡述華人地區在這方面的情況，同時根據價值行銷、客戶滿意度等理論，以此來論述該公司的經營情況。針對保健品行業，借助PEST 分析法研究其市場環境、以及波特五力模型分析湯臣倍健的實際經營情況。此外，也希望瞭解客戶的滿意度，並指出該公司發展過程中存在的四大問題，包括品牌、產品、管道、服務等。
最後，本研究希望相關結果能為有意進入銀髮市場的相關企業，提供可參考的管理意涵。

This thesis mainly studies the marketing issues of the silver hair market. Baby boomers, now in their 60s and 70s, created what is now the silver economy. The research object is BY-HEALTH, which is mainly located in Chinese-speaking areas, and mainly focuses on non-direct sales in mainland China, and its main products are supplements. This study hopes to understand when the market competition is becoming more and more fierce, what measures should be taken to cultivate the core competitive advantage, occupy more market share, and then continuously improve the popularity of the product and take a leading position in the world.
This paper firstly expounds the situation in the Chinese region in terms of the research background, content, significance and methods, and at the same time discusses the company's operating conditions based on theories such as value marketing and customer satisfaction. For the health care products industry, use the PEST analysis method to study its market environment, and Porter's five-force model to analyze the actual business conditions of BY-HEALTH. In addition, I also want to know about customer satisfaction, and point out four major problems in the company's development process, including brand, product, channel, service, etc.
Finally, this study hopes that the relevant results can provide reference management for related enterprises intending to enter the silver hair market implication.

第一章 緒論 1
第一節 研究背景 1
第二節 研究的動機和目的 3
第三節 研究流程 3
第二章 文獻討論 4
第一節 銀髮經濟 4
第二節 市場行銷 4
第三章 研究方法 11
一、文獻研究法 11
二、案例分析法 11
第四章 個案分析 12
第一節 湯臣倍健公司概況和行銷環境分析 12
第五章 湯臣倍健公司數據分析 17
第六章 結論和建議 20
參考文獻 22

 

[1] 黃繼明.保健食品現狀分析及監管對策探討[J].中國公共衛生管理,2010,(143):477-478.
[2] 菲力浦·科特勒等著.行銷管理[M](14 版).王永貴等譯.上海:格致出版社,2013:6-15.
[3] 菲力浦•科特勒,加裏•阿姆斯壯.市場行銷:原理與實踐[M] (16 版).樓尊譯.北京:中國人民大學出版社,2015:6-26.
[4] 孔長春.保健品行銷策劃的六大核心要素[J].食品工業科技,2014,35(05):20+22+24.
[5] 李興國.基於顧客滿意度的汽車行銷策略研究——以一汽-大眾奧迪汽車為例[J].價格月刊,2015,(02):84-87.
[6] 王學成.基於顧客滿意度的零售業服務行銷創新策略[J].商業經濟研究,2015,(1):22-23.
[7] 馬英.CW 電子商務有限公司靈芝茶產品市場行銷策略研究[D].吉林:吉林大學,2017.
[8] 王紅偉.甘肅瑞泰保健品市場行銷策略研究[D].蘭州:蘭州大學,2016.
[9] 李曉雲.S 公司保健品網路行銷診斷[D].廣州:華南理工大學,2015.
[10] 曾紅.我國老年保健品行銷策略研究[D].武漢:華中科技大學,2013.
[11] 張正勇.腦白金品牌策略研究[D].上海:復旦大學,2013.
[12] Kotler, P., Armstrong, G., Harris, L. and Piercy, N. 2013. Principles of Marketing. 6th ed. Harlow: Pearson Education Limited.
[13] Kotler, P., Roberto, N. and Lee, N. 2002. Social marketing. 2nd ed. London: Sage Publications, Inc.
[14] Martins, J., Yusuf, F. and Swanson, D. 2012. Consumer demographics and behaviour. Dordrecht: Springer.
[15] Moschis, G., Lee, E., Mathur, A. and Strautman, J. 2000. The maturing marketplace. Westport, Connecticut: Quorum Books.

[16] Vigolo, V. 2017. Older Tourist Behavior and Marketing Tools. Springer International Publishing AG.