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| 論文名稱 | Reveal the secret of “Karihome”: A Study on Marketing Mix and Performance for Toddler “Chain Store” Formula Market in Taiwan |
| 研討會開始日期 | 2012-07-03 |
| 研討會結束日期 | 2012-07-05 |
| 所有作者 | Philip C.F. Tsai,Hui-O Yang,Yi-Chen Yeh |
| 作者順序 | 第二作者 |
| 通訊作者 | 否 |
| 研討會名稱 | BAI 2012 International Conference on Business and Information |
| 是否具有對外公開徵稿及審稿制度 | 是 |
| 研討會舉行之國家 | NATJPN-日本 |
| 研討會舉行之城市 | 札幌 |
| 發表年份 | 2012 |
| 所屬計劃案 | 無 |
| 可公開文檔 |
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| 可公開文檔 | |
| 可公開文檔 |
[英文摘要] :
In Taiwan, the most customers are aware of some international toddler formula brands, such as Nestle, Klim, Mead Johnson or Abbott. However, according to the survey by Food Industry R&D Institute, there are some new brand names appeared in the best selling list, those brands sound like western female names, for instance, Karihome, Babeter, Babecare…etc. Karihome was even the top 3 of high market share in 2008. These brands are not from western Multinational Corporate （MNCs） but created by Taiwanese local enterprises. They commit foreign dairy manufacturers to OEM the product, and then import it into Taiwanese market and people in this industry always call this kind of brands as “foreign OEM brand”. In order to investigate their successful reasons, we adopt both qualitative and quantitative methods in this study to investigate whether the degree of customer preference for foreign goods and their satisfaction to personal selling will enhance the impact of marketing mix to customer satisfaction. The results show the marketing mix strengthens customer satisfaction but only product is excluding. However, personal selling enhances the impact of product and place to customer satisfaction and this is the secret of why chain store formulas are successful in Taiwanese market. These findings are valuable reference to both academic research and management practice.
