本研究以品牌管理架構作為基礎，輔以統計分析，探討六個韓國連鎖化妝品品牌（The Face Shop、SkinFood、Nature Republic、Etude House、TonyMoly、 too cool for school）之品牌管理相關議題，進而有效提昇品牌價值，並針對研究結果提出策略建議。期望以科學方法忠實反映市場訊息，並提供韓國連鎖化妝品業者制定行銷策略時之參考方向。
經問卷得到初級資料後，依據品牌市場分析、顧客行為分析、及品牌追蹤分析結果，進而針對各品牌研擬行銷訴求與品牌定位策略。從實證結果可發現，The Face Shop與SkinFood的訴求重點皆為成分天然與保溼、滋潤功效顯著，為同一競爭群。Etude House訴求重點為價格合理、品質值得信賴。而Nature Republic、TonyMoly、以及too cool for school沒有主要的訴求重點，故業者需要根據研究結果重新調整品牌經營規劃及擬定適當行銷策略。 As the society changed, cosmetic is no longer a luxury but a necessary for both man and woman. Also, as consumers’ behavior changed, chain cosmetic store has become a main channel. The features of chain cosmetic store are self-selective, low price, frequent promotion, celebrity endorsement, and free samples provided. However, while the market is expanding, risks for enterprise are also increasing. Therefore, brand management become crucial for enterprise to survive in this competitive market.
This study is on the basis of brand management structure, assisted by statistical analysis, to investigate six Korean cosmetic brands. This study gathers market information through questionnaires designed for the goals of this study. Then it analyzes the information by ANOVA and MDS. In the end, this study makes marketing and brand position strategy based on the statistical results.
This study has three strategic implications: 1. Based on the market information: assist enterprise in realizing customer needs and market trends. 2. Evaluating the brand equity: the analyses in this study are according to the dimensions of brand equity proposed by Aaker. 3. Assisted by statistical analysis: assist the study in interpreting the questionnaires results objectively so that the strategies will be appropriate and effective.
