A Study of Key Success Factors on Organic Health Food Channel in Taiwan

This research was based on qualitative research of content analysis. According to one venture capital company''s depth interviews for one organic health food channel, we conducted content analysis method to propose the professional point of channel strategy and the key success factors of customized marketing communication strategy. Concerning internal and external factors when setting communical strategy, SWOT analysis was employed to detect these factors. Combining relative previous research and professional opinions to form complete structure, we proposed a theoretical framwork. Last, we used Porter Generic Strategy (cost strategy, difference strategy, and focusing strategy) theory to analyze possible communication strategy of future sales.