摘要(英) |
Taiwan’s cosmetics market has enabled the booming development of department stores, and during every anniversary sale, the substantial growth of cosmetics earnings has become one of the indicators of change in people’s consumption. More and more international brands have entered Taiwan’s cosmetics market, and faced with the competitive environment, each cosmetic brand is sparing no efforts to develop marketing strategies so as to enhance the competitive edge in the market. For businesses, how to identify target customers, meet demand, and achieve sustainable business operation is a topic that deserves further exploration, thereby inspiring the objective of this study.
This study adopts the case study approach of the qualitative research method, selects an international brand S, which has been in Taiwan’s cosmetics market for more than 30 years, as the object of case study, and carefully explores the marketing strategy for high-end customers of this brand, as well as its service marketing and customer relationship maintenance strategy, using SWOT analysis in this process.
After in-depth analysis and discussion, this study summarizes the following conclusions: (1) Brand S has the market insight and can grasp Taiwan’s high-end cosmetics market and development trends. (2) The customer-oriented philosophy has been implemented in terms of products and services. (3) To achieve sustainable business operation, key success factors need to be identified and business development needs to be expanded. This study has the following recommendations for the case company: (1) Strengthen customers’ brand awareness and make efforts to promote the brand for younger age groups. (2) Improve staff quality and ability, strengthen service innovation, and enhance marketing channels. 3) Enhance the application of information technology to enhance customer relationship management and maintenance mechanism.
The study suggests the following for future research directions: (1) Utilize quantitative data analysis for the research so as to validate marketing strategies; (2) Expand the objects of the case study to conduct comparative research. (3) Continuously track future changes and development of the industry. |
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