||In 2017, ketogenic diet was very well-known by its obvious effect on weight losing. The diet was so different from the guide people had obeyed for a long period of time and created a lot of new business opportunities. New services and commodities about ketogenic diet were rapidly appearing in the market. In response to the customers’ urgent needs, an effective platform to quickly spread information and directly interact with needers should be established. Social media was just the best way to start the very new business model for both cosumers and businessman. This study focused on marketing strategy on social network platform, Facebook: the case of Fan Page of KetoLifestyle.|
This study started very first on determining the theme and the purpose, and then developed the research structure. First, research tools were explored to help understand the implications and applications of SWOT analysis, five-force analysis, STP+4P analysis, strategic marketing analysis and business model. Second, collected information from various dimensions of the research case and did the consumers questionnaire survey to get consumers’ background message. Third, did the marketing analysis of the research case. Forth, developed the marketing strategy and profit model, and finally made research conclusions and recommendations.
Through questionnaire survey, it was found that the members’ age distribution was at the range from 20 to 49 years old. The ratio of male to female was 1:3. Up to 85% of the members have problems on weight loing. Actually, the ketogenic diet is not a totally innovative concept for it has been used to be a treatment on certain disease in the past. Due to the social network, it iwas very easy for people to obtain information about how to start the ketogenic diet. However, conveience was not equal to correct. People’s wrong operation may cause negative impact for further promotion. At the moment, what people needed was professional and ketone-friendly medical support. This study recommended that the fan page of KetoLifestyle should develop medical profession and training to create market segmentation and authoritative influences. Short-term purpose was to gather more members by holding regional activities; medium-term purpose was to more wildely spread the organization by training and certificating keton lecturers/instructors; long-term purpose was to form an industrial chain by providing support and counseling for new entrepreneurs.