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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/101736

    Title: 台湾における日系化粧品の文化力
    Other Titles: The cultural power of Japanese cosmetics in Taiwan
    Authors: 陳俐仰;Chen, Li-Yang
    Contributors: 淡江大學日本語文學系碩士在職專班
    Keywords: 文化力;日系化妝品;台灣製;微笑曲線;企業文化;台灣資生堂;The Cultural Power;Japanese Cosmetics;MIT;Smile Curve;Corporate Culture;Shiseido Taiwan;日系化粧品;台湾製;スマイル.カーブ;台湾資生堂
    Date: 2014
    Issue Date: 2015-05-04 09:16:39 (UTC+8)
    Abstract:   本論文的研究目的,探討台灣在政府、企業、民間三方,透過MIT、GMP制度等,如何將台灣化妝品產業朝向出口產業發展並提升在國際間的形象。台灣政府自2010年開始推動台灣製MIT微笑產品驗證制度,主要提升、塑造我國在對外貿易時,台灣製產品在國際間的優良形象。另一方面,傳統製造產業陸續地與文化創意結合,利用文化來增加製品的附加價值,也形成新穎的文化創意產業。而化妝品產業,導入自願性審查的GMP優良製造規範驗證,此也列為2008國家重點發展計畫的其中一項,主要同樣是為了提升國內化妝品產業在國際間的競爭力,並使台灣產製化妝保養品能獲得優良國際形象。
     This dissertation discusses how the three organizations, namely the government, the companies, and the NGOs (non-governmental organization), through the systems such as MIT and GMP, can push Taiwan’s cosmetic industry towards an export-oriented industry and improve the products'' international image. Since the Ministry of Economic Affairs'' started enforcing the “Taiwan-made Product MIT Smile Logo” and “Taiwan-made MIT Smile Product Certification System” in 2010, the improved image of the Taiwan-made products’ has benefited the trade liberalization. Since then,within the conventional industry, the trend which combines conventional and cultural creativity to promote products added-value have helped forming cultural creativity industries. In 2008, the cosmetic industry started enforcing the “Cosmetic Good Manufacturing Practice Guidelines(GMP)”, which continually improves the image of Taiwan-made cosmetic products internationally.
     In Taiwan, Japanese-branded cosmetics are still the most popular ones. The loyalty to Japanese cosmetics brands is higher than local cosmetics brands. In this dissertation, I will investigate what’s the Japanese cosmetics’ market share in Taiwan, and map it with the smile curve proposed by Mr. Stan Shih. The main finding is that Japanese companies emphasis high value-added“commodity development(design), research & develop” and “brand marketing,service”. In fact, Japanese culture and corporate culture has imbued with Japan-made products so much that the Japanese products actually speaks for the culture of the country. As a result, through buying the Japan-made products, the consumers obtain spiritual satisfaction. An example to show that the cultural power can affect human beings and the influence is huge.
     This dissertation built and looked into a case study which applied marketing’s 4p in comparing Shiseido Japan and Shiseido Taiwan. With the cultural power, both companies highly leveraged their corporate culture in order to enlarge their businesses. In conclusion, the present study identified what the advantages of Japanese cosmetic industry really are and analyzed the trend of Taiwanese cosmetic industry.
    Appears in Collections:[日本語文學系暨研究所 ] 學位論文

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