美容化妝品產業是一種非常注重品質及品牌的產業，本研究旨在探討專業美容化妝品產業進入中國大路陸之行銷策略，並以個案公司進入中國大陸行銷策略成功之關鍵因素進行研究。 以往研究僅針對台灣的美容化妝品產業為主，很少就專業美容化妝品產業進入中國大陸後的行銷策略作研究，並分析其進入後如何經營成功的關鍵因素作探討。 經相關文獻探討、建構本研究之研究架構、針對產業的SWOT分析及五力分析，進而探討產品策略、定價策略、通路策略與促銷策略，及其配合之類型對經營績效之影響，並以策略矩陣之方法驗證，行銷組合策略對專業美容化妝品產業進入中國大陸成功因素影響之程度。 在實驗研究方面，針對台資企業在中國廣州的專業美容化妝品公司，進行深入訪談，並對個案公司及中國專業美容化妝品產業發展提出建議，最後分析產業之機會與威脅及實證研究所獲得的重要結果。 ;Quality and branding are very important for cosmetics industry. The research aims to find out marketing strategy of the industry in China, taking one specific cosmetics company as example, to analyze factors of their success. In the past, such research discussed mostly on Taiwan's market. Few cases study marketing strategy, from these Taiwanese professional companies in cosmetics industry, after they transferred to China market. Through relevant study material, building study frame of the survey, analysis of SWOT, and five-factor analysis, further study product strategy, price set up policy, channel policy, and promotion strategy. I specially interviewed a Taiwanese professional cosmetics company in Guangzhou, and proposed to them for helping their future development, then finally analyzed opportunity, threatening. This study is mainly for analyzing market activities and trend of the Cosmetics Company. Via analysis the business model of the case, we may provide the reference and knowledge of business strategy decision making for Cosmetics Industry. We found that the benign cycle of building culture assets is the biggest power for enterprise growth via the process of strategy change from our case study.
