台灣的口腔護理市場正快速變化，越來越多人選擇線上購買日常用品，而非僅依賴牙科診所與藥局。儘管這些傳統通路依然重要，但像蝦皮與 momo 這類大型平台，如今在消費者搜尋、比較與購買牙膏的過程中，已扮演核心角色。這樣的轉變創造出一個高度依賴促銷的線上環境，價格波動頻繁，且不總是與線下較為穩定的價格一致。
本研究採用質性桌面研究法，運用來自電商商品頁、品牌與零售商網站，以及市場報告的次級資料，分析高露潔、歐樂B、好來與獅王（細潔）這四個重點品牌，如何在主要平台上進行定價、組合搭售與促銷活動，分析基礎為2026年4月所收集的定價快照資料。研究結果顯示，這些品牌採取一種混合策略：依賴官方旗艦店、促銷定價機制、組合包裝設計，以及平台活動檔期，藉此在線上保持競爭力，同時嘗試降低可能與線下夥伴產生通路衝突的明顯價差。本研究結合作者的牙體技術背景，將口腔護理產品的臨床理解，與台灣日益全通路化零售環境中定價管理及通路策略的實務洞察相互連結。

Taiwan’s oral care market is changing quickly as more people buy everyday products online instead of only relying on dental clinics and pharmacies. While these traditional channels remain important, large platforms such as Shopee and Momo now play a central role in how consumers search for, compare, and purchase toothpaste. This shift has created a highly promotion-driven online environment, where prices can fluctuate and do not always match the more stable prices seen offline.
This study uses qualitative desk research on secondary data from e-commerce listings, brand and retailer websites, and market reports to analyze how four focal brands, which include Colgate, Oral-B, Darlie, and Lion (Systema), set prices, design bundles, and run promotions on major platforms, based on pricing snapshots collected in April 2026. The findings suggest that these brands follow a hybrid strategy: they rely on official flagship stores, promotional pricing mechanisms, bundle configuration, and platform campaign calendars to stay competitive online while trying to reduce visible price gaps that could create channel conflict with offline partners. Drawing on a background in dental technology, this study links clinical understanding of oral care products with practical insights into pricing management and channel strategy in Taiwan’s increasingly omnichannel retail environment.

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