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    Title: 使用網紅與名人行銷予消費者感官差異及影響
    The Differences and Effects in Leveraging Social Influencers and Celebrities Endorsements to Build Cosmetic Brands
    Authors: 宋靖雅
    Sung, Ching-Ya
    Contributors: 洪順慶
    Horng, Shun-Ching
    宋靖雅
    Sung, Ching-Ya
    Keywords: 網紅
    藝人
    名人代言
    感官差異
    化妝品
    Social Media Influencer
    Celebrity
    Endorsement
    Consumer Perception
    Cosmetics
    Date: 2019
    Issue Date: 2019-09-05 17:33:16 (UTC+8)
    Abstract: 本篇論文探討美妝企業應當如何衡量及區別使用傳統藝人亦或是網紅作為代言所於消費者感官上的差異。內文將用其發現延伸針對各面向提出建議,包括:(1) 如何於目標受眾進行溝通、(2) 如何提升品牌創新、(3) 如何提升消費者滿意度、(4) 如何建議良好的品牌形象。選擇正確的藝人或網紅代言將導出不同程度及層面的效益,而品牌應當綜合評估欲傳遞的訊息以及產品特質進行判別。
    This dissertation is to examine how companies can use beauty bloggers or international celebrities to promote cosmetics brand to achieve different objectives including: (1) reach target market, (2) promote innovation, (3) enhance customer satisfaction, (4) establish brand image. It is vital that the brand find a way to market the product or service authentically while staying true to the brands’ vision and goal and resonate with the right consumers. Upon selecting the best fit marketing method, the brand should also evaluate thoroughly regarding the desired perceived product qualities by the consumer including example qualities listed in this study.
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363125
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363125
    Data Type: thesis
    DOI: 10.6814/NCCU201900572
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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