| 摘要: | 台灣化妝品市場，造就了百貨公司蓬勃發展，每到周年慶化妝品業績大幅成長已經成為民生消費變動的指標之一，越來越多國際品牌進入台灣化妝品市場，面對競爭的環境，每個化妝品品牌都用心研擬行銷策略來提升市場競爭優勢。業者如何鎖定目標顧客，滿足需求並永續經營，是個值得深入探討的主題，因此引發本研究的動機。
本研究採質性研究中的個案研究法，選擇進入台灣化妝品市場，已深耕30多年的S國際品牌作為個案研究對象，深入探討該品牌經營高端顧客的行銷策略、服務行銷與顧客關係維繫策略，並進行SWOT分析。
經深入分析與探討後，本研究歸納出以下結論：（1）S品牌洞悉並能妥善掌握台灣高端化妝品市場與發展趨勢；（2）產品與服務均能落實以顧客為導向的核心理念；（3）掌握關鍵成功因素，拓展企業發展，邁向永續經營的目標。本研究針對個案公司提出下列建議：（1）加強顧客的品牌認知，並致力於降低品牌接受度的年齡層；（2）提升員工素質，強化服務創新與行銷通路；（3）強化資訊科技的應用，以提升顧客關係管理與維繫機制。
本研究對於未來研究方向提出以下建議:(1)從事量化數據分析之研究以驗證行銷策略;(2)擴展研究個案的對象，進行比較性研究;(3)持續追蹤產業未來之變化與發展。;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. |
