連鎖化妝品品牌經營與行銷策略之研究 : 以韓國化妝品品牌為例

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Title:	連鎖化妝品品牌經營與行銷策略之研究 : 以韓國化妝品品牌為例
Other Titles:	Study of chain cosmetic brand management and marketing strategies : an empirical analysis of korean cosmetic brands
Authors:	古家瑄;Ku, Chia-Hsuan
Contributors:	淡江大學國際企業學系碩士班蔡政言
Keywords:	韓國化妝品品牌;品牌經營管理;行銷策略;Korean cosmetic brand;brand management;Marketing strategy
Date:	2013
Issue Date:	2014-01-23 13:36:49 (UTC+8)
Abstract:	近年來經濟快速的成長、國民所得提高，社會大眾對於生活品質越來越重視，化妝品已從奢侈品轉變為每日必需品。而隨著社會大眾生活習慣改變，連鎖化、便利化已成為我國化妝品零售業主流之經營型態。除此之外，雖然化妝品市場規模逐年擴大，但因產能過剩、價格競爭、產品同質性高、通路力量增加等因素影響下，企業面對的營運風險逐漸提高。因此，品牌經營在競爭愈趨白熱化、消費偏好瞬息萬變的市場上，乃愈發彰顯其重要性。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.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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