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研究生： 胡瑜珊
Hu, Yu Shan
論文名稱： 商業企劃書 : 在台灣創立新的面膜品牌
Business plan for creating a new face mask brand in Taiwan
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： 2018
畢業學年度： 106
語文別： 英文
論文頁數： 53
中文關鍵詞： 面膜 、消費行為 、市場情況 、品牌定位 、企業家
外文關鍵詞： Face mask, Consumer behavior, Market status, Brand position, Entrepreneur
相關次數： 點閱：30  下載：0 
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    • The raising of beauty awareness and increasing growth of optimistic view on market. In order to enter the market and position the brand precisely, it is important for cosmetics and skin care products were the trend in Taiwan in the last 5 years. As growing demand for consuming face mask become the trend, manufactures and brands have an entrepreneur to understand and analyze the consumer behavior, characteristics and market status of face mask in Taiwan. The purpose of this study is to understand the features of creating a new face mask brand in Taiwan and predict the overall operation, brand positioning and financial performance.
    For research and develop of Resplendissance face mask with natural ingredients and vacuum packaging, the price positioning at medium-premium level to target office lady, female in labor force and teenagers. The performance of Resplendissance financial statement for five years, the great investment on promoting the product on drug store and social media channels by bloggers and youtubers results serious financial problem of generating negative profit totally NTD$1,321,200 in the beginning of four years. Assuming growth rate of sell quantity increasingly by 40%~50% every year because of continuously promoting on social media channels to attract Taiwanese and foreign countries in Asia, then net profit will finally reach to positive NTD$ 149,220 in fifth year and generate positive profit in the following years.

    1. Executive Summary 1
    2. Creating a face mask brand in Taiwan: Ressplandessance 1
    2.1. Background of Brand 1
    2.2. Brand position 3
    3. The face mask market status in Taiwan 4
    4. Target Customers anaylsis: Research and questionnaire 6
    4.1. Office Lady / Female in Labor Force 17
    4.2. Teenagers 18
    5. Competition analysis 19
    5.1 Competitors: Domestic Brands 19
    5.1.1 My Beauty Diary 21
    5.1.2. Dr. Jou 23
    5.1.3. For Beloved Ones 24
    5.1.4. Timeless Trust 24
    5.2 Competitors: Foreign Brands 26
    5.2.1. Senka 28
    5.2.2. Minon 29
    5.2.3. Mediheal 30
    5.2.4. Jayjun 32
    5.3. Competitive Advantage: SWOT Analysis 33
    5.3.1. Strengths 34
    5.3.2. Opportunities 34
    5.3.3. Weakness 38
    5.3.4. Threats 39
    6. Marketing strategies 40
    6.1. How to reach target customers ? 40
    6.2. Promotion Tactics and Marketing Channels 41
    6.2.1. Drug Stores Channels 41
    6.2.2. Social Media Channels - Bloggers & Youtuers 42
    6.2.3. E-commerce Channels 42
    6.2.4. Hotel Channels 43
    6.2.5. Airlines VIP room Channels 44
    7. Price policy/ Price position 44
    8. Financial analysis 46
    9. Reference 51

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    Timeless Truth Mask official website. https://www.ttmask.com/johnlee
    Pressreader. https://www.pressreader.com/korea-republic/the-korea-times/20170202/281913067840656
    Jayjun official website. http://cn.jayjun.co.kr/
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    E-ICPE Eastern consumers data. http://www.brain.com.tw/news/articlecontent?ID=19250
    Chinese Marketing Information Service Inc. http://www.cmisi.com.tw/industry-tracking/2017%E4%BF%9D%E9%A4%8A%E5%93%81%E5%81%8F%E5%A5%BD%E8%AA%BF%E6%9F%A5/
    Ming Weekly. http://www.mingweekly.com/beauty/beautytips/content-3293.html
    Taiwan Ecommerce and Startup Association. http://www.brain.com.tw/news/articlecontent?ID=19250
    Department of Statistics. https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2968
    Economic News. https://www.economic-news.tw/2018/01/cosmetic.html

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