國際彩妝品牌在臺灣專櫃銷售之研究

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/114176

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题名:	國際彩妝品牌在臺灣專櫃銷售之研究
其它题名:	International cosmetics brand in Taiwan counter sales research
作者:	彭于庭;Peng, Yu-Ting
贡献者:	淡江大學國際行銷碩士在職專班曾義明;Tseng, Yi-Ming
关键词:	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
日期:	2017
上传时间:	2018-08-03 14:44:03 (UTC+8)
摘要:	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。研究目的在於了解並探討國外彩妝品品牌行銷活動在臺灣市場是否符合消費者的需求與期望，本研究採用了品牌之行銷活動內容、品牌之品牌(資產)價值、品牌之銷售服務，對相關產業之銷售人員進行訪談得已結果。本研究以臺灣專櫃彩妝品牌為主要研究範圍，以專櫃彩妝品牌銷售人員作為研究對象，利用訪談方式，經由專業人士給予之答案依據。依據研究結論與建議如下：一、品牌之行銷活動內容彩妝教學活動是行銷品牌的方式之一，包括彩妝知識的分享外，都可以透過彩妝教學活動達成目標，並營造全方面的體驗，有些彩妝教學活動會結合彩妝新品發表，透過教學讓消費者獲得第一手新品資訊。二、品牌之品牌價值品牌除了視覺設計之外，消費者在採買過程中燈光、香味或實際化妝品的觸感，也造成消费者對於品牌的認知，品牌打造自己的風格，了解品牌的定位並與其他彩妝業者產生差異化，提昇了品牌的層次。三、品牌之銷售服務消費者對於購買彩妝時服務人員的消費態度尤其重視，由於彩妝品替代性高，也非生活必需品，所以服務人員的好壞成為掌握商品銷售的關鍵。建議則為加強整合行銷、多加利用電子商務販售彩妝品，例如：透過各種模式有效的整合在一起，提供簡單明瞭的訊息，就能夠達到最佳的行銷溝通效果，則所有溝通通路和工具出現的主要訊息都需具有一致性，以達行鎖溝通组合的目標；增加銷售通路以及加強官方網站之銷售通路，以便臺灣消費者購買之需求。 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.
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