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| Title: | 唯一：印尼香水品牌的商業計劃
Sol’e : Business Plan for a Perfume Brand in Indonesia |
| Authors: | 陳清清
Valentina, Veren |
| Contributors: | 何乾瑋
Ho, Chien-Wei
陳清清
Valentina, Veren |
| Keywords: | 個人化
香水
標誌性香味
年輕族群市場
印尼
Personalization
Perfume
Signature Scent
Youth Market
Indonesia |
| Date: | 2025 |
| Issue Date: | 2025-08-04 12:55:59 (UTC+8) |
| Abstract: | 唯一 是一個來自印尼的香水品牌，提供根據個人特質量身打造的客製化香氛。
透過讓顧客自行選擇香調、瓶身設計與標籤，Sol’e 重新定義了香氛體驗，將其轉化為一種強而有力的自我表達方式。品牌透過線上問卷，根據顧客的生活習慣、喜好與香味選擇，推薦最適合的香氛組合。
唯一 的目標客群為印尼的年輕都會族群，特別是 Z 世代與千禧世代，回應他們對獨特、在地製造且具個人化產品日益增長的需求。在一個以大量製造與缺乏個人化選項為主的市場中，唯一 透過運用印尼天然資源，打造出高品質且具獨特風格的香水，成功突顯品牌特色。
品牌的長期願景包括拓展企業市場，提供飯店、婚禮與生活風格品牌的客製香氛服務，並最終進軍東南亞市場。
Sol’e is an Indonesian perfume brand that offers custom fragrances tailored to individual personalities. By allowing customers to customize scent notes, bottle designs, and labels, Sol’e aims to redefine the fragrance experience as a powerful form of self-expression. The brand uses an online questionnaire to determine the most suitable perfume combinations based on customers' habits, preferences, and fragrance choices.
Targeting Indonesia’s young urban population, particularly Gen Z and Millennials, Sol’e addresses the growing demand for unique, locally produced, and personalized products. In a market dominated by mass-produced and non-personalized options, Sol’e stands out by leveraging Indonesia’s natural resources to create high-quality and distinctive fragrances. The brand’s long-term vision includes expanding into corporate markets, offering custom scent services for hotels, weddings, and lifestyle brands, and eventually entering the Southeast Asia market. |
| Reference: | Emiri, L. (2024). Penjelasan notes Parfum Yang Wajib Kamu Ketahui. Retrieved from https://wangiloka.com/articles/8299760106556728572
Gen Z and millennial challenges and opportunities. (2023). Retrieved from https://vokasi.ui.ac.id/web/en/gen-z-and-millennial-challenges-and-opportunities/
Herawati, S., Rizan, M., & Suhud, U. (2023). The influence of social media marketing on repurchase intention: An empirical study in the refill Perfume Shop. International Journal of Science and Management Studies (IJSMS), 77–88. doi:10.51386/25815946/ijsms-v6i4p111
Janssens, W., & Pelsmacker, P. D. (2009). Smells like me - personality and perfume choice. International Journal of Market Research, 51(4), 465–480. https://doi.org/10.2501/s1470785309200682
Khair, N., Elhajjar, S., & Hamzeh, Z. (2024). Personal branding through perfume in the Middle East: Investigating the role of fragrance in self-presentation, impression management, and cultural identity. Fashion Theory, 28(4), 461–481. doi:10.1080/1362704x.2024.2347024
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Mulya, A. (2024). Major industries in Indonesia. Invest in Asia. Retrieved from https://investinasia.id/blog/major-industries-in-indonesia/
Nisa, R. K. (2025). Tren Parfum lokal di Indonesia: Meningkatnya Penggunaan Bahan Alami Dan Dampaknya. Retrieved from https://www.merdeka.com/gaya/tren-parfum-lokal-di-indonesia-meningkatnya-penggunaan-bahan-alami-dan-dampaknya-303987-mvk.html?page=5
Nurhayati, H. (2024). Indonesia: Influencer impact on buyer behavior 2023. Retrieved from https://www.statista.com/statistics/1201127/indonesia-influencer-impact-on-buyer-behavior/
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Pratiwi, R. (2023). 8 jenis parfum Dan Tips Memilih Yang Tepat. Retrieved from https://hellosehat.com/sehat/informasi-kesehatan/mengenal-5-jenis-parfum/
Salsabilla, R. (2024). Indonesia makin wangi, parfum paling diincar Gen Z dan Milenial. CNBC Indonesia. Retrieved from https://www.cnbcindonesia.com/lifestyle/20240807163217-33-561177/indonesia-makin-wangi-parfum-paling-diincar-gen-z-dan-milenial
Sativa. (2024). Fragrance Market Outlook in Indonesia: Opportunities and trends. Retrieved from https://sativavc.com/fragrance-market-outlook-in-indonesia-opportunities-and-trends/
Serras, L. (2023). Fragrance notes: Everything you need to know. Retrieved from https://www.fragrancex.com/blog/fragrance-notes/
Siahaan, M. (2024). Generation Z in Indonesia. Retrieved from https://www.statista.com/topics/12373/generation-z-in-indonesia/#topicOverview
World Bank. (2023). Indonesia overview. Retrieved from https://www.worldbank.org/en/country/indonesia/overview |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
112933049 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112933049 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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