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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114176

    Title: 國際彩妝品牌在臺灣專櫃銷售之研究
    Other Titles: International cosmetics brand in Taiwan counter sales research
    Authors: 彭于庭;Peng, Yu-Ting
    Contributors: 淡江大學國際行銷碩士在職專班
    曾義明;Tseng, Yi-Ming
    Keywords: Brand Image;Brand marketing service;he counter cosmetic article;Internatinal cosmetics brand;Sales Promotion;行銷活動;品牌形象;品牌銷售服務;國際彩妝品品牌;專櫃彩妝品
    Date: 2017
    Issue Date: 2018-08-03 14:44:03 (UTC+8)
    Abstract: 自1990年彩妝品市場全球快速成長,2011年全球彩妝品市場達4,189億美元,而研究者在未來想從事行銷相關產業,自身為女性對彩妝品的了解與愛好,促使欲探討國外專櫃彩妝品品牌在臺灣的市場與行銷研究。
    一、 品牌之行銷活動內容
    二、 品牌之品牌價值
    三、 品牌之銷售服務
    Auto - the cosmetic article market world quickly grow up in 1990, the global cosmetic article market amounts to 418.9 billion U.S. dollars in 2011, while the researcher want to work on to sell the related domain in the future, the per se urges for take in of the woman to the cosmetic article and a fondness for want to inquire into the foreign counter cosmetic brand Taiwan of is plant and marketing search.
    Study is with the aim of realizing and inquire into the foreign cosmetic article brand the sales promotion is in Taiwan market whether demand according to consumer and expectation, this search adopted the marketing service of brand(assets) worth, brand of sales promotion contents , brand of brand and steered the interview to the sales personnel of related domain closed account fruit.
    This search takes the Taiwanese counter cosmetic brand as the cardinal range of research and saleses personnel as a research object by the counter cosmetic brand, the take advantage of interviews the mode, via the professional give of result gist.According to study conclusion and submittal as follows:

    A: Sales promotion contents of brand:
    The cosmetic teaching activity is one of the modes that sells the brand, including the go shares exoenzyme of cosmetic knowledge, can reach the object, and construct the experience of whole sideses through the cosmetic teaching activity, some cosmetic teaching activities will combine the cosmetic new product utterance, via the teaching make the consumer acquire first-hand new product information.

    B: The brand(assets) of brand is worth of:
    Brand the vision designs, besides which, , the consumer is in the process of buying also cause to eliminate amid the touch of the light, flavor or practice cosmetics?In re cognition of the brand, the brand created own style, realize the clamping of brand and generated the discrepancy with other cosmetic operator to turn and promoted the level of brand.

    C: Marketing service of brand:
    Consumer for buy cosmetics consumption attitude of the attendant particularly respect, due to cosmetic the article supersede is high, also non- necessaries, quare the good and bad of the attendant become the key of controling the merchandising.

    Suggest then as strengthen the integration marketing and more make use of the electronic commerce selling cosmetic article, for instance:Via a variety of modal availables integrate together, tender simply clear of information, hit the optimum marketing communication result, do all channel of communications and the cardinal informations that tool appear then need to have the uniformity and work the cotter communication by ad object of coincidence. Raise the sales channel of sales channel and reinforce official site, for the purpose of Taiwanese consumer buy of demand.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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