日・欧・米化粧品企業の成功戦略

機構典藏 > College of International Affairs > Graduate Institute of Japanese Studies > Thesis > Item 987654321/30709

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/30709

Title:	日・欧・米化粧品企業の成功戦略
Other Titles:	日歐美化妝品企業的成功戰略 The successful strategy of the cosmetics enterprises of Japan, Europe and the United States
Authors:	林宜臻;Lin, Yi-chen
Contributors:	淡江大學日本研究所碩士班蔡錫勲;Tsai, Hsi-hsun
Keywords:	日式經營;歐美經營;經營策略;資生堂;歐萊雅;雅詩蘭黛;行銷;Japanese management;European and American management;Business Strategy;SHISEIDO;L’OREAL;ESTEE LAUDER;Marketing;日本的経営;欧米的経営;経営戦略;資生堂;ロレアル;エスティローダー;マーケティング
Date:	2009
Issue Date:	2010-01-10 23:53:57 (UTC+8)
Abstract:	愛美是人的天性，隨著時代的變遷，人們的流行意識也逐漸提昇。在人際關係上，為了尋求他人的認同，因此對於外在的重視度也越來越高，特別是對化妝品的需求非常顯著。化妝不但能提昇自信及魅力，也可作為促進人與人交流的橋樑。近年來化妝品的使用比例逐漸升高，不只是女生，連男生也開始進入這股重視自我裝飾的潮流中。以往的化妝品已經滿足不了大眾的需求，人們需要更加有獨特性，更能顯現自我特色的商品。從市場規模的角度來看，隨著時代及流通環境、生活方式的改變、科技的進步等原因，使得化妝品市場的變動趨於活躍進而達到成熟。另外，化妝品的使用年齡層，小至中小學生大至高齡者，目標族群逐漸擴張。面對這樣的情況，各大化妝品公司無不想盡辦法改良自己的產品品質及提昇品牌聲譽，擴大自己公司的競爭力。為了讓更瞭解化妝品業界的發展，本論文以日歐美各地區最著名的化妝品品牌---資生堂、歐萊雅、雅詩蘭黛為中心，來探討日本與歐美化妝品公司的成功戰略。首先，探討的是日本與歐美的經營手法及特色，從中了解日本與歐美的公司在經營上有何差異，才能造就今日成功的版圖。接著深入分析各公司的歷史、企業理念、品牌研發、商品特性，以及海外擴張的策略，從各個角度來了解企業發展的動向。最後，從行銷的視點出發，進而了解化妝品企業如何從營業策略、廣告宣傳、產品銷售，以及品牌附加價值等的發展，達到企業成功的目的。另外，近年來中國市場的成長也受到化妝品企業的注目，開始積極擴張事業版圖。透過這些事例研究，基本上從理念、技術、策略等各方面而能了解企業成功的理由。雖然現今由於社會環境的不景氣以及流通方式改變等問題，使得化妝品業界面臨發展上的危機。對此，化妝品企業仍是積極研發對策，對於將來的化妝品企業該如何發展，是值得關心的。 Aesthetics is a human nature. As time goes by, fashion requirement is raised day by day. Because people want to build a social interpersonal relationship well to identify with others. It’s important for people to dress up their physical appearance, such as clothes, hairstyle, and accessories, etc, especially cosmetic. Make-up can make people confident and attractive, also being a communication bridge with human. The evolution of the lifestyle and science technology, people need to use cosmetics incrementally. Based on Shiseido, L’oreal, and Estee Lauder’s operation, this research is to probe the successful strategies of the cosmetics enterprises of Japan, Europe, and the United States. First, compare Japan with Europe and the United States, to know the different among their management and characteristics. Second, trend of enterprise development is understood from it’s history abroad development management philosophy, the brand building, the commodity characteristic. Finally, from the standpoint of marketing to know each enterprise how to be successful from management strategies, advertisement, product sales, and the values of brand, etc. On the other hand, the growth of Chinese market is also subjected to the attention of cosmetics enterprises in recent years and beginning actively to build a business landscape. After studying these cases, we have found the success reasons of cosmetics enterprises from principle, technique and strategy, etc. Because of the economic depression and the change of distribution, the cosmetics enterprises face the crisis on the further development. Although the cosmetic enterprise will face these problems, they still try to solve. So, consumer will care how the cosmetics change in the future .
Appears in Collections:	[Graduate Institute of Japanese Studies] Thesis

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