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    題名: G品牌在臺灣美容沙龍的營運策略
    其他題名: Operational strategy of cosmetics for G brand in Taiwan's beauty salons
    作者: 顧倩虹;Ku, Chien-hung
    貢獻者: 淡江大學國際商學碩士在職專班
    林江峰;Lin, Chiang-fang
    關鍵詞: 美容沙龍;行銷通路;行銷策略;品牌;beauty salon;market channels;operational strategy;Brand
    日期: 2009
    上傳時間: 2010-01-11 01:25:59 (UTC+8)
    摘要: 近年來隨著美妝雜誌與日本流行文化在台灣的盛行,台灣女性除了注重化妝打扮之外,更重視肌膚的保養。且台灣的保養品種類繁多,也提供不同的品牌以供台灣女性選擇,故當新品牌的保養品推出時,應該如何有效的利用銷售管道提升消費者對該品牌的注意力,則成了廠商不能忽視的重點。
    故本研究以G品牌作研究,並以美容沙龍作為該品牌的行銷通路,再採用訪談的方式對有經驗的經理人就總體環境、化妝品市場的需求、經營策略和未來展望等進行瞭解與分析,並為該品牌在美容沙龍的行銷方式提出策略規劃。
    本研究總共分為五章,第一章為研究動機,第二章為文獻討論,第三章為研究方法,第四章為案例分析,第五章為結論與建議。
    Japan culture and magazines are prevailing in Taiwan recent. Women in Taiwan start to apply cosmetics and to take care of her face health. When a new brand cosmetics is released in Taiwan, how to choice efficient marketing channels to promote this new brand cosmetics is the most thing that wholesalers most focus on.
    This research is a case study of G brand, and we will research how to use the beauty salon as the marketing channel and interview the professional manager about macro environment、business strategy and future outlook. After collecting and analyzing the interviewed data, we will plan a business strategy that how a new cosmetic brand market in beauty salon.
    This thesis is divided into five chapters. Chapter one is the Preface. Chapter two is the Literature Review. Chapter three is the research design. Chapter four is the Case study. Chapter five contains Conclusions and Suggestions. By integrating the above Chapters, we will plan how the G brand market in the beauty salon.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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