穿戴裝置的話題在科技業界已經延燒近十年，然而卻因為功能性問題一直未能有較大的突破與發展。人體健康事業一直是穿戴裝置想要進入的市場，但卻礙於技術與法規問題也未見有劃時代性產品問世；如今一家公司能突破技術藩籬發展出能偵測人體健康數據的穿戴裝置，巧妙地以消費性電子產品為歸類以避免醫療法規的限制，照理來說應該是會像Apple iPhone般大賣才對，然而該公司卻沒有像以往的消費性電子產品一樣走實體通路的策略，反而是大膽採用多層次傳銷的行銷模式來推廣其產品；本研究目的在於探討穿戴裝置此類消費性電子產品採用多層次傳銷的行銷模式有甚麼樣的優缺點，以及該公司選擇用多層次傳銷的方式來作為其行銷策略的原因探究。

The development of the wearable devices has been discussed in the technology industry in this decade. However, wearable devices had suffered some functional problems and had limitation in significant breakthrough and development. The wearable devices have been improved in order to offer qualified services to market customers. The development of innovative technologies assists companies in overcome the limitation of product design and regulations. In turn, companies have created more innovative products to satisfy the customers’ needs. Now, wearable devices are service-oriented and report individuals’ health status and health data. Many companies learn the lesson of Apple iPhone in order to get more profits; however, Apple business model can not generalize to every company. The business case of the study does not adopt the Apple business strategies for those consumers who are digital device users. Instead, the business in the research adopts a multi-level marketing model to promote its products and expand the amount of its potential customers. The study would emphasize on the advantages and disadvantages of using this multi-level marketing model for consumers, the way of the company's marketing choices, and major business development issues.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 v
圖　次 vii
表　次 viii
第一章　緒論 1
第一節　研究背景與動機 1
第二節 研究目的 5
第三節　研究流程 6
第二章　策略分析工具文獻探討 7
第一節　STP+4P（行銷組合） 7
第二節　SWOT分析 10
第三節　行銷AIDA模式 12
第三章　研究設計 14
第一節　研究結構 14
第二節　研究方法 16
第四章　個案分析 18
第一節　個案公司介紹 18
第二節　個案公司分析(以W為例) 31
第五章 結論與建議 39
第一節 結論 39
第二節 建議 40
參考文獻 42

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