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研究生： 胡品圭
Hu, Pin Kuei
論文名稱： 台灣自有化妝品品牌經營發展策略
Brand Development Strategy of Taiwanese Private Cosmetics Brand
指導教授： 吳文傑
Wu, Jack
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： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 35
中文關鍵詞： 化妝品 、品牌 、行銷 、護膚 、化妝
外文關鍵詞： Cosmetics, Brand, Marketing, Skincare, Makeup
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  •  上一筆

    • 台灣自有化妝品品牌經營發展策略

    Taiwan cosmetics market is a very competitive and mature environment with high penetration rate, low growing power and more than one thousand brands in the market. About 80% of the brands are from abroad and 20% are from local companies. Most of the market leaders are owned by international corporates including L’Oreal, Estee Lauder, P&G, Shiseido, and Amorepacific. Although some local cosmetics brands are well known by customers, the brand awareness and sales volume are not outstanding enough to compete with the foreign rivals. The intention of studying brand development strategy to for local Taiwanese brands was inspired based on this phenomenon.
    In order to understand the market, discover successful factors and define opportunities, both quantitative and qualitative analysis is conducted in chapter two and three. The analysis includes the aspect of total market status overview, brand positioning, product performance, retailing channels, and promotion. In addition, three successful brands and one Taiwanese brand are studied in this section. The key points are summarized as the following. Firstly, skincare sector drives 64% of market value followed by makeup sector with 14%. Also, department stores and personal care stores are the main channels to acquire customer while e-commerce and pharmacies are rising quickly. Thirdly, the competitiveness results in heavy promotion level in Taiwan market. Moreover, increasing amount of Asian tourists and undeveloped males sector will be the opportunities to gain market share.
    Lastly, elaborating local concept would be a strategy to make local brands distinguished from the other international brands. By taking a Taiwanese skincare brand, Daughter, as a subject, the brand development plan is recommended in the later chapter.

    1. Introduction 1
    1.1. Study Background 1
    1.2. Study Purpose 1
    1.3. Study Method and Structure 1
    2. Analysis of Taiwan Cosmetics Market 3
    2.1. Product Types 5
    2.2. Brand Introduction 8
    2.2.1. Brand Positioning 8
    2.2.2. Brand Performance (in Taiwan Selective Market) 10
    2.3. Retailing Channels 11
    2.3.1. Channel Performance 13
    2.3.2. Channels vs Customers 14
    2.4. Promotion 15
    2.4.1. Promotion Mechanism 15
    2.4.2. Promotion Activities 15
    2.5. Market Trends 17
    3. Case Study 19
    3.1. Case Studies of Successful Brands 19
    3.1.1. L’Occitane en Provence – Local Concept Generating 19
    3.1.2. Innisfree – Integrated Media Operation 20
    3.1.3. Naruko – Local Brands Development 21
    3.2. Case Studies of Taiwanese Brand – Daughter 22
    3.2.1. Interview Summary 22
    3.2.2. SWOT Analysis 25
    4. Recommendation to Daughter 28
    4.1. Goals 28
    4.2. Business Remodeling 28
    5. Conclusion and Recommendation 32
    5.1. Conclusion 32
    5.2. Recommendation 32
    Reference 33

    Literature Sources
    Anne H. Chasser and Jennifer C. Wolfe (2010). Brand Rewired, Connecting Intellectual Property, Branding, and creativity Strategy.
    Ko Hyanghwa (2014). A Study on the Influence of Country Image and Brand Image on Female Consumer’s Purchase Intention – A Korean Cosmetics Case.
    Barbara Loken, Rohini Ahluwalia and Michael J. Houston (2010). Brands and Brand Management, Contemporary Research Perspectives.
    Chester A. Swenson (1992). Selling to a segmented market, the life style approach.
    Chun-seng Chen (2008), The cognition of female customers to exclusive shopping website for cosmetics affects the desire of purchasing cosmetics on the Internet.
    Gerald pintel and Jay Diamond (9th ed.) (2012). Retail Buying.
    Keller, K. L. (2001). Building and Managing of Corporate Brand Equity.
    Kotler, P. (2005). Marketing Management:Analysis, Planning, Implementation, and Control (10th ed.). NJ: Prentice-Hall.
    Martin Roll (2014). Brand extension success – New profit growth.
    Smith, S. & Wheeler, J. (2003). Managing the Customer Experience: Turning Customers into Advocates.
    Halin Shin (2014). Brand Development Strategy of Korean Cosmetics Brand in Taiwan - The Example of AMOREPACIFIC Corporation.
    Yu-Min Chen (2010). The Examination of Location Change and Business Strategy of Taiwan’s Cosmetic Industry.

    Internet Sources
    Amorepacific official website http://en.amorepacific.com/
    Daughter official website http://www.daughter.com.tw
    EZPRICE Public Relationship website http://news.ezprice.com.tw/1330/
    Fashion Guide website http://blog.fashionguide.com.tw
    iBay Plastic website http://www.ibuyplastic.com/tech_center/tech_paper/tech_detailcontent.phtml?id=824&IBP_SID=708378b33d19c716b115e4d37d9f14d4
    Innisfree Taiwan facebook fan page https://www.facebook.com/innisfreetaiwan?fref=ts
    L’Occitane Taiwan official website http://tw.loccitane.com
    Naruko Taiwan official website http://www.naruko.com.tw/shop/index.php
    National Statistics, R.O.C. (Taiwan) official website http://www.stat.gov.tw/mp.asp?mp=4
    Strategyzer official website http://www.businessmodelgeneration.com
    Taiwan Commerce Industrial Services Portal gcis.nat.gov.tw/main/English/index.jsp
    Taiwan info. Cosmetic market in boom period http://taiwaninfo.nat.gov.tw/ct.asp?xItem=58296&;CtNode=103&;htx_TRCategory=&;mp=4

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