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研究生： 陳清清
Valentina, Veren
論文名稱： 唯一：印尼香水品牌的商業計劃
Sol’e : Business Plan for a Perfume Brand in Indonesia
指導教授： 何乾瑋
Ho, Chien-Wei
口試委員: 蘇威傑
Su, Wei-Chieh
洪秀瑜
Shirly Hung
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 62
中文關鍵詞： 個人化 、香水 、標誌性香味 、年輕族群市場 、印尼
外文關鍵詞： Personalization, Perfume, Signature Scent, Youth Market, Indonesia
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    • 唯一 是一個來自印尼的香水品牌，提供根據個人特質量身打造的客製化香氛。
    透過讓顧客自行選擇香調、瓶身設計與標籤，Sol’e 重新定義了香氛體驗，將其轉化為一種強而有力的自我表達方式。品牌透過線上問卷，根據顧客的生活習慣、喜好與香味選擇，推薦最適合的香氛組合。
    唯一 的目標客群為印尼的年輕都會族群，特別是 Z 世代與千禧世代，回應他們對獨特、在地製造且具個人化產品日益增長的需求。在一個以大量製造與缺乏個人化選項為主的市場中，唯一 透過運用印尼天然資源，打造出高品質且具獨特風格的香水，成功突顯品牌特色。
    品牌的長期願景包括拓展企業市場，提供飯店、婚禮與生活風格品牌的客製香氛服務，並最終進軍東南亞市場。

    Sol’e is an Indonesian perfume brand that offers custom fragrances tailored to individual personalities. By allowing customers to customize scent notes, bottle designs, and labels, Sol’e aims to redefine the fragrance experience as a powerful form of self-expression. The brand uses an online questionnaire to determine the most suitable perfume combinations based on customers' habits, preferences, and fragrance choices.
    Targeting Indonesia’s young urban population, particularly Gen Z and Millennials, Sol’e addresses the growing demand for unique, locally produced, and personalized products. In a market dominated by mass-produced and non-personalized options, Sol’e stands out by leveraging Indonesia’s natural resources to create high-quality and distinctive fragrances. The brand’s long-term vision includes expanding into corporate markets, offering custom scent services for hotels, weddings, and lifestyle brands, and eventually entering the Southeast Asia market.

    1. Business Motivation 1
    1.1. Company Overview 3
    1.2. Vision, Mission, and Values 4
    1.3. Name and Company Logo 5
    2. Market Analysis 6
    2.1. Indonesia: Economy and Country Overview 6
    2.2. Perfume Market in Indonesia 7
    2.3. Demographic and Consumer Preferences 8
    2.4. Competitor Analysis 10
    3. Product and Services 13
    3.1. Product Knowledge 13
    3.1.1. What is Perfume? 13
    3.1.2. Perfume Types 13
    3.1.3. Fragrance Families 15
    3.1.4. Fragrance Notes 16
    3.2. Product Lines 17
    3.3. Personalized Perfume Creation Process 21
    3.4. Production Process 25
    3.5. Packaging and Design 26
    3.6. Additional Services 27
    4. Business Model Canvas 28
    4.1. Value Proposition 29
    4.2. Customer Segments 30
    4.3. Channels 31
    4.3.1. Sales Channels 31
    4.3.2. Marketing Channels 31
    4.4. Customer Relationships 32
    4.5. Revenue Streams 32
    4.6. Key Partnerships 33
    4.7. Key Activities 34
    4.8. Key Resources 35
    4.9. Cost Structure 36
    5. Marketing Plan 37
    5.1. SWOT Analysis 37
    5.2. Pricing Strategy 39
    5.3. Marketing Channels & Strategies 40
    5.3.1. Digital Marketing 40
    5.3.2. Collaborations with Local Influencers (KOL) 44
    5.3.3. Promotion and Events 47
    5.3.4. User-generated Content 48
    5.4. Marketing Goals 49
    5.4.1. Launch Phase (Month 1-6) 49
    5.4.2. Growth Phase (Month 7-12) 50
    5.4.3. Expansion Phase (Year 1-3) 50
    6. Financial Plan 51
    6.1. Initial Investment 51
    6.2. Monthly Cash Flow Forecast 52
    6.3. Strategic Implications & Outlook 58
    7. Medium and Long Term Vision 59
    7.1. Medium-Term Vision (Year 1-2) 59
    7.2. Long-Term Vision (Year 3-5) 60
    References 61

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    Nisa, R. K. (2025). Tren Parfum lokal di Indonesia: Meningkatnya Penggunaan Bahan Alami Dan Dampaknya. Retrieved from https://www.merdeka.com/gaya/tren-parfum-lokal-di-indonesia-meningkatnya-penggunaan-bahan-alami-dan-dampaknya-303987-mvk.html?page=5
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