南韓化粧品產業成功打進國際市場，該國企業積極投入研發新化粧產品是成功的關鍵因素之一，台灣化粧品產業過去以製造代工為主，近年來企業積極投入研發新產品並創立自有品牌，因此，本研究蒐集7家化粧品上市櫃企業2014至2017年間的資料，利用複迴歸模型探討企業的研發活動，像是研發密集度及專利申請數量，是否有助於企業提升化粧品市場佔有率。 本研究實證結果顯示，研發密集度與市場佔有率具有正向關係，而專利申請數量與市場佔有率不具正向關係，因此企業投入化粧品研發將有助於提升市場佔有率，並且在專利方面應該增強技術差異性，創造市場區隔，才能創造新的商機，提升市場佔有率。 ;The South Korean cosmetics industry had entered the international cosmetic market, and one of the key factors was successful developed new products. In recent year, Taiwan’s cosmetics industry began to invest R&D and created its own cosmetic brands. Therefore, In this study, we collected data from 7 Taiwan’s cosmetics companies during the period of 2014 to 2017, and used a multivariate regression model to analyze the company′s R&D activities, such as R & D intensity and quantity of patent application, whether it could increase the cosmetics market share. The empirical results indicated that market share had a positive relationship with R&D intensity and didn’t have a positive relationship with patent application quantities. Therefore, enterprises investing in cosmetic R&D will help to increase market share, and in terms of patents, they should enhance technological differences and market segmentation in order to create new business opportunities and increase market share.
