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| 研究生： |
咸泳哲 Ham, Youngchul |
|---|---|
| 論文名稱： |
日韓化妝品公司的成功經驗帶給台灣公司的啟示 How to make a successful cosmetics company in Taiwan Lesson from Japan and Korea companies |
| 指導教授： |
吳文傑
Wu, Jack |
| 口試委員: |
林知伸
Lin, Jason 冷則剛 Leng, Tse-Kang |
| 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： | 107 |
| 語文別： | 英文 |
| 論文頁數： | 50 |
| 中文關鍵詞： | 化妝品 、資生堂 、愛茉莉太平洋集團 、台灣化妝產業 、亞洲化妝產業 |
| 外文關鍵詞： | Cosmetics, Shiseido, Amore Pacific, Taiwan Cosmetics, Asian cosmetics |
| DOI URL： | http://doi.org/10.6814/THE.NCCU.IMBA.007.2019.F08 |
| 相關次數： | 點閱：84 下載：12 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
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There are many cosmetics companies leading the market in the world from Asia. For Japanese companies based on high technology, they became steady-seller in the market. For Korean companies with fast-paced market trend changes, they succeeded to attract many people in the market. But they have common strength that they are good at marketing. There are many excellent Taiwanese cosmetic companies but it is hard to hear of their name. Because their marketing is not good enough to attract people to use their products. This thesis analyzes current cosmetics market leaders from Japan and Korea. And introduce proper marketing ways by researching for Taiwanese cosmetic companies.
1. Introduction. 1
1.1. Motivation 1
1.2. Purpose of studying 2
1.3. Approach of studying 3
1.4. Framework 4
2. Current problems that Taiwanese companies are facing 5
2.1. Current cosmetic market in Taiwan 5
2.2. Tendency of Taiwanese customers 9
3. Case study for Shiseido 15
3.1. Company’s profile 15
3.2. Problems they faced in the past 17
3.3. Why Shiseido is strong? 18
3.3.1. History 19
3.3.2. IDENTITY 21
3.3.3. R&D 22
3.3.4. Non-cosmetics Business 23
3.4. Shiseido and TSUBAKI (Camellia) 23
3.4.1. Background of investment 23
3.4.2. Strategy 24
3.4.3. Marketing 25
3.4.4. Technology 27
3.4.5. Conclusion of Shiseido 27
4. Case study of Amore Pacific 29
4.1. Company’s profile 29
4.2. Problems they faced in the past 29
4.3. Rapid growth in market 31
4.4. Overall strategy by each brand in Amore Pacific 34
4.4.1. Etude House 34
4.4.2. Sulwhasoo 36
4.5. Amore Pacific INNISFREE 39
4.5.1. Brand Concept 39
4.5.2. Marketing 41
4.5.3. Technology 43
4.5.4. Conclusion of Amore Pacific 44
5. Solutions 45
5.1. Solution for Taiwanese cosmetic companies for various distribution channels. 45
5.2. Solution for Taiwanese cosmetic companies for identity 45
5.3. Solution for Taiwanese cosmetic companies for marketing and heighten awareness. 46
6. Conclusion 48
7. References 49
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