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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32203

    Title: 男性保養品市場之關鍵成功因素之探討
    Other Titles: A study of key success factors of adult skin care for man market
    Authors: 賴慧如;Lai, Hui-ju
    Contributors: 淡江大學國際商學碩士在職專班
    林光賢;Lin, Kuang-hsien
    Keywords: 男性保養品;關鍵成功因素;品牌型式;Key Success Factor
    Date: 2005
    Issue Date: 2010-01-11 01:50:47 (UTC+8)
    Abstract: 男性臉部保養品市場仍處於產品生命週期中的導入期階段,對廠商而言, 新產品該不該進入這塊屬於「處男地」的市場? 要掌握的成功關鍵因素為何?
    In terms of life cycle, facial skin care products for men are still in the stage of introduction and competition is not stiff yet. For international brands, whether or not to enter the “virgin” market, what the critical factor for success is, and how to attract customers in the competitive environment are important issues.
    This research’s objective is to analyze the current situation and future development of domestic cosmetics/skin care product market, as well as the KSFs for “skin care products for men”, the influences of the different brand types to KSFs, the influences of the population statistic variable to different brand types, as a reference for brands to develop their marketing strategies.
    Organizing mentioned documents and interviews with specialists and marketing professionals of skin care product, the research summarized 20 KSFs affecting a business’ entry to male skin care market . The research finding are as followings:
    1. The top three important KSFs are “Product quality,” “Cleansing power” and “Easy to use” and of which are all related to the functions of the products. The least important KSFs are advertising effect, Internet campaign and Celebrity endorsement.
    2. Open shelf channel has the highest potential in the future (Men consumer more like open shelf brands: 83.9%, Counter brands: 16.1%)
    3. There is no difference in age, marriage status, occupations education degrees, but in individual monthly budgeting income there is big difference. Lower income consumer preferred open shelf brands, but higher income consumer prefer counter brands.
    Above findings can have some reference when company want to set their marketing strategy.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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