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    Title: 公司推行品牌給年輕族群的策略研究─ 以T公司為例
    Strategy for Young Generation Cosmetics: A Case of Brand T
    Authors: 林郁嵐
    Lin, Yu-Lan
    Contributors: 林月雲
    Lin, Yeh-Yun
    林郁嵐
    Lin, Yu-Lan
    Keywords: 商業模式圖
    彩妝品購買行為
    消費者決策
    Date: 2019
    Issue Date: 2019-09-05 17:35:19 (UTC+8)
    Abstract: 近年來,因為電商的崛起,以及化妝年齡層下降,因此各大品牌紛紛推出產品想要搶攻年輕族群市場,本研究以T公司的T品牌為例,透過深入訪談的方式,利用商業模式圖架構了解T品牌目前的經營策略,以及如何主攻年輕市場,再透過問卷調查的方式了解消費者在購買彩妝品時,對於購買動機、重視的產品屬性因素、資訊來源,以及來源可信度四方面的態度與想法,最後透過雙方交叉分析的方式,給予T品牌相關的建議。本研究問卷調查總共有149份有效問卷。
    研究結果發現,消費者在購買彩妝品時,首要考慮的因素為產品功效,其次為產品價格,因此,可以將這兩者結合,提供消費者去通路的一些折扣誘因,使他們能親身體驗產品功效,提升購買產品的比率。另外,也發現消費者非常重視網友的評價,且認為可信度是極高的,甚至比親友推薦還要高,因此企業需要好好經營網友的評論,不論是透過與論壇寫手合作,或是提供誘因讓使用T品牌彩妝品的消費者願意發文並hashtag官方帳號,讓潛在消費者能在網路上看到很多正面評價的文章。同時,也要積極操作數位媒體,讓品牌主動出現在消費者生活中,因此可以透過明星/youtuber介紹,以及社群平台上的貼文推播而讓被動地就能取得這些產品資訊。最後,本研究也發現,T品牌最獨特的就是其品牌價值,但消費者在購買彩妝品時,品牌因素非主要關鍵因素, T品牌在傳達溝通訴求的內容時,不能認為品牌價值對於整個地球都很好,所以消費者就願意去購買,而主要是以傳達產品功效、價格與優惠活動為主,品牌因素的內容可以放在後面當作加分的效果。
    Reference: 一、中文文獻
    1. 林同聲 (2001) ,有線視訊寬頻網路服務需求與經營策略之研究,國
    立中山大學資訊管理系碩士論文。
    2. 李德章 (2002) ,燒錄機之消費行為與學生為例,國立交通大學經營
    管理研究所碩士論文。
    3. 劉水深 (1994) ,產品規格化與策略運用。台北:華泰書局,P10-67
    二、英文文獻
    1. Magretta, J. (2002) . Why Business Models Matter. Harvard Business Review, 80 (5) , 86-93.
    2. Hill, C. W., & Jones, G. R. (2007) . Strategic Management: An Integrated Approach. Boston, Mass: Cengage Learning.
    3. Osterwalder, A. & Pigneur, Y. (2012) . 獲利世代 Busines Model Generation (尤傳莉) 。台北:早安財經文化。 (原著於2010年出版)
    4. Nicosia, F. M. (1966) . Consumer Decision Process: Marketing and Advertising Implications. Englewood Cliffs, N. J: Prentice-Hall.
    5. Howard, J. A., & Sheth, J. N. (1969) . The theory of buyer behavior. New York, 63.
    6. Engel, J.F., Kollat, D.T. and Blackwell, R.D. (1968) Consumer Behavior. New York: Holt, Rinehart &Winston.
    7. Kotler, P. (1997) . Marketing Management: Analysis, Planning Implementation and Control, 9th ed. Prentice-Hall Inc.
    8. Stanton, w. J., & Etzel, M. J. (1991) . Fundamentals of Marketing, 9th ed.,168. New York: McGraw-Hill.
    9. Maslow, A. H. (1943) . A theory of human motivation. Psychological review, 50 (4) , 370.
    10. Mishler, E. G. (1986) . Research Interviewing: Context and Narrative. MA, Cambridge, Harvard University.
    11. Belk, R. W., Wallendorf, M., & Sherry Jr, J. F. (1989) . The sacred and the profane in consumer behavior: Theodicy on the odyssey. Journal of consumer research, 16 (1) , 1-38.
    12. Ohanian, R. (1991) . The impact of celebrity spokespersons` perceived image on consumers` intention to purchase. Journal of advertising Research, 31 (1) , 46-54.
    13. Ramayah, T., Yeap, J. A., & Ignatius, J. (2014) . Assessing knowledge sharing among academics: A validation of the knowledge sharing behavior scale (KSBS) . Evaluation review, 38 (2) , 160-187.
    14. Atika, A., Kusumawati, A., and Iqbal, M. (2017) . The effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. Ekuitas (Jurnal Ekonomi dan Keuangan) , 20 (1) , 94-108.
    15. Baker, M. J., & Churchill Jr, G. A. (1977) . The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14 (4) , 538-555.
    16. Kahle, L. R., & Homer, P. M. (1985) . Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research, 11 (4) , 954-961.
    17. Bower, A. B., & Landreth, S. (2001) . Is beauty best? Highly versus normally attractive models in advertising. Journal of advertising, 30 (1) , 1-12.
    18. Belk, R. W., Wallendorf, M., & Sherry Jr, J. F. (1989). The sacred and the profane in consumer behavior: Theodicy on the odyssey. Journal of consumer research, 16(1), 1-38.
    19. Roy Dholakia, R., & Sternthal, B. (1977) . Highly credible sources: Persuasive facilitators or persuasive liabilities?. Journal of Consumer Research, 3 (4) , 223-232.
    三、 網路資料
    1. 前瞻產業研究院(2019),2018年全球化妝品行業發展現況分析,1月18日
    https://bg.qianzhan.com/report/detail/459/190118-3072f1d4.html
    2. 凱度消費者指數(2017),【凱度洞察】專欄 - 決戰千禧世代,跟上最新美妝潮流,10月11日
    https://www.kantarworldpanel.com/tw/news/Millennium-Beauty-Trends
    3. 資策會(2018),【網購大調查系列一】日常購物頻率,網購已達45%,3月15日
    https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=488
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    106363069
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106363069
    Data Type: thesis
    DOI: 10.6814/NCCU201901059
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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