隨著近年經濟發展、消費者者意識抬頭等，美妝產品已非早期的奢侈品，並逐漸成為目前日常生活中不可或缺產品之一，而近年也有許多不同國內外之品牌崛起增加市場競爭情形，故相關國內業者如何透過口碑行銷及品牌建立過程，以獲取相關經營利基來源為重要課題。而本研究藉由國內實際運營M公司研究個案探討結果，共有以下幾點重要研究發現： 一、針對美妝品牌業者而言，須有清楚的品牌定位及訴求，進而引起消費者共鳴及進行口碑行銷機會 二、美妝業者藉由整合控管產品原料品質、研發生產、銷售行銷、虛實通路佈建等來加強品牌訴求價值 三、美妝產業相關中小型業者可透過跨界合作等增加行銷宣傳力道及利用品牌獨特訴求創造利基市場 With the economic development and the rise of the consumer''s consciousness in recent years, Cosmetics products are not luxury and have become one of the indispensable things in daily life. There are many brands at home and from abroad and it becomes more competitive in the market recently. So, how the domestic firms to build word-of- mouth marketing and brand management to obtain the niche markets is an important issue. This thesis takes case study of M company. to explore it and then gets some important findings as followings. 1.For a cosmetics firm, it must have a clear brand positioning and storytelling, and then resonates with consumers and takes word-of-mouth marketing opportunities. 2.A cosmetics firm can enhance their brand value by integrating the control of product quality of raw materials, research and development, the production, sales and marketing, and the construction of real and virtual channels. 3.The related cosmetics SMEs could create their niche markets by cross-border cooperation and making unique appeals to increase the strength of brand promotion.
