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題名 獨家經銷代理商： 專業美髮國際品牌成功擴張的關鍵因素
Navigating Exclusive Distribution: Key Factors for Successful International Brand Expansion in the Professional Haircare Industry作者 白紹筠
Bai, Bianca貢獻者 蔡政憲
Tsai, Cheng-Hsien
白紹筠
Bianca Bai關鍵詞 經銷商品牌關係
品牌管理
Distributor-brand relationships
Brand management日期 2023 上傳時間 1-Sep-2023 15:12:53 (UTC+8) 摘要 無
The primary objective of this research was to investigate the resources that professional hair care brands can provide to their distributors to effectively adapt their brands in international markets, with a particular focus on Taiwan. By exploring these resources, the research sought to enhance the existing knowledge base and provide valuable insights for industry professionals involved in distributor-brand relationships and brand management. The purpose was to validate existing literature findings and gather fresh insights from industry professionals. To achieve the research objectives, a comprehensive literature review was conducted to identify key factors and strategies related to distributor-brand relationships and brand management. Based on the findings from the literature review, interview questions were developed, and interviews were conducted with three experienced distributors in the professional hair care industry in Taiwan. The interviews aimed to gather firsthand perspectives and insights that may not be readily available within the existing literature. The research highlighted the importance of collaboration and support between brands and distributors in a competitive market. Brands can assist distributors through value-added services, exclusive products, and effective marketing tools, enabling them to differentiate themselves and meet consumer preferences in international markets. Specific practices, such as releasing culturally aligned gift sets, were found to drive sales. These insights emphasize the significance of collaborative strategies and resources for successful brand adaptation, guiding managers in the professional hair care industry to foster strong distributor-brand relationships and drive sustainable growth in international markets. Keywords: Distributor-brand relationships, Brand management參考文獻 2022 Annual Results. (2023, February 9). L’Oréal Finance. https://www.loreal-finance.com/eng/news-release/2022-annual-results Alashban, A. A., Hayes, L. A., Zinkhan, G. M., & Balazs, A. L. (2002). International Brand-Name Standardization/Adaptation: Antecedents and Consequences. Journal of International Marketing, 10(3), 22–48. https://doi.org/10.1509/jimk.10.3.22.19544 Ambler, T., & Styles, C. (1997). Defining a brand How do successful extensions come to market? JOURNAL of PRODUCT & BRAND MANAGEMENT, 6(4), 1061-0421. Anaza, N. A., Kemp, E., Osakwe, C. N., & Adeola, O. (2023). B2B brand marketing in Africa? An exploratory investigation of B2B buyers’ perception of supplier brands. Industrial Marketing Management, 109, 90–105. https://doi.org/10.1016/j.indmarman.2022.12.011 Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42–58. https://doi.org/10.1177/002224299005400103 Ba Banutu-Gomez, M., & Rohrer, W. (2012). COCA-COLA: International Business Strategy for Globalization. London.UK. The Business & Management Review, 3(1). Bailey, E. E. (2011). Skin Cancer Knowledge, Attitudes, and Behaviors in the Salon. Archives of Dermatology, 147(10), 1159. https://doi.org/10.1001/archdermatol.2011.184 Banalieva, E. R., & Dhanaraj, C. (2013). Home-region orientation in international expansion strategies. Journal of International Business Studies, 44(2), 89-116. https://www.proquest.com/scholarly-journals/home-region-orientation-international-expansion/docview/1322726246/se-2 Barron, J., & Hollingshead, J. (2004). Brand globally, market locally. Journal of Business Strategy, 25(1), 9–14. https://doi.org/10.1108/02756660410515967 Bartlett, R. (1994). Symbolic Meanings of Hair in the Middle Ages. Transactions of the Royal Historical Society, 4, 43-60. doi:10.2307/3679214 Błędzka, D., Gromadzińska, J., & Wąsowicz, W. (2014). Parabens. From environmental studies to human health. Environment International, 67, 27–42. https://doi.org/10.1016/j.envint.2014.02.007 Bolduc, C., & Shapiro, J. (2001). Hair care products: waving, straightening, conditioning, and coloring. Clinics in Dermatology, 19(4), 431–436. https://doi.org/10.1016/s0738-081x(01)00201-2 Brown, R. B., & Herring, R. (1995). The role of the manufacturer’s distributor: The case of champion chemicals. Industrial Marketing Management, 24(4), 285–295. https://doi.org/10.1016/0019-8501(95)00002-r Cash, T. F. (2001). The psychology of hair loss and its implications for patient care. Clinics in Dermatology, 19(2), 161–166. https://doi.org/10.1016/s0738-081x(00)00127-9 cosmeticsdesign-europe.com. (2023, February 14). L’Oréal CEO: “Hair care has become the new skin care.” Cosmeticsdesign-Europe.com. https://www.cosmeticsdesign-europe.com/Article/2023/02/14/L-Oreal-CEO-says-hair-care-is-booming-as-consumers-show-interest-in-premium-luxury-products Couto, M., & Ferreira, J. J. (2017). 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Industrial Marketing Management, 93, 344–355. https://doi.org/10.1016/j.indmarman.2020.12.005 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
110933015資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110933015 資料類型 thesis dc.contributor.advisor 蔡政憲 zh_TW dc.contributor.advisor Tsai, Cheng-Hsien en_US dc.contributor.author (Authors) 白紹筠 zh_TW dc.contributor.author (Authors) Bianca Bai en_US dc.creator (作者) 白紹筠 zh_TW dc.creator (作者) Bai, Bianca en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Sep-2023 15:12:53 (UTC+8) - dc.date.available 1-Sep-2023 15:12:53 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2023 15:12:53 (UTC+8) - dc.identifier (Other Identifiers) G0110933015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146978 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 110933015 zh_TW dc.description.abstract (摘要) 無 zh_TW dc.description.abstract (摘要) The primary objective of this research was to investigate the resources that professional hair care brands can provide to their distributors to effectively adapt their brands in international markets, with a particular focus on Taiwan. By exploring these resources, the research sought to enhance the existing knowledge base and provide valuable insights for industry professionals involved in distributor-brand relationships and brand management. The purpose was to validate existing literature findings and gather fresh insights from industry professionals. To achieve the research objectives, a comprehensive literature review was conducted to identify key factors and strategies related to distributor-brand relationships and brand management. Based on the findings from the literature review, interview questions were developed, and interviews were conducted with three experienced distributors in the professional hair care industry in Taiwan. The interviews aimed to gather firsthand perspectives and insights that may not be readily available within the existing literature. The research highlighted the importance of collaboration and support between brands and distributors in a competitive market. Brands can assist distributors through value-added services, exclusive products, and effective marketing tools, enabling them to differentiate themselves and meet consumer preferences in international markets. Specific practices, such as releasing culturally aligned gift sets, were found to drive sales. These insights emphasize the significance of collaborative strategies and resources for successful brand adaptation, guiding managers in the professional hair care industry to foster strong distributor-brand relationships and drive sustainable growth in international markets. Keywords: Distributor-brand relationships, Brand management en_US dc.description.tableofcontents 1. INTRODUCTION 1 1.1 RESEARCH BACKGROUND 1 1.2 HAIRCARE – BACKGROUND 2 1.3 RESEARCH QUESTION 4 1.4 RESEARCH STRUCTURE 6 2. LITERATURE REVIEW 8 2.1 BRAND AND DISTRIBUTOR RELATIONSHIP 8 2.1.1 Reasons for Seeking out the Local Distributors 10 2.1.2 Development and Maintenance of the Relationship 12 2.2 INTERNATIONAL BRAND ADAPTATION 14 2.2.1 Distribution Strategies 14 2.2.2 Resources To Support Successful Brand Adaptation in International Markets 18 3. METHODOLOGY 22 3.1 INTERVIEW GUIDE 23 3.2 INTERVIEW PARTICIPANTS 24 3.3 INTERVIEW PROCESS 26 4. RESULTS 27 4.1 DISTRIBUTOR RELATIONSHIP 28 4.1.1 Joint Marketing Planning 28 4.1.2 Periodic Visits and Meetings 30 4.1.3 Improved Payment Terms and Trade Discounts 32 4.1.4 Middleman`s Role 34 4.2 BRAND MANAGEMENT 34 4.2.1 Distribution Strategies 35 4.2.2 Resources 40 5. DISCUSSION 47 5.1 MANAGERIAL IMPLICATIONS 50 5.2 LIMITATIONS AND FUTURE RESEARCH 52 6. CONCLUSION 54 7. REFERENCES 58 APPENDIX: INTERVIEW GUIDE 65 LIST OF FIGURES FIGURE 1: PERSONAL CARE REVENUE BY SUBSEGMENT (LÜDEMANN, 2021) 3 FIGURE 2: SALES VALUE OF SHAMPOO, CONDITIONER, AND SHAVING PRODUCTS IN TAIWAN FROM 2015 TO 2021 (STATISTA, 2022) 4 FIGURE 3: VISUALIZATION OF THESIS STRUCTURE (OWN REPRESENTATION) 6 FIGURE 4: TYPES OF DISTRIBUTION AGREEMENTS (OWN VISUALIZATION) 10 FIGURE 5: STRATEGIES ASSISTING BRANDS TO EXPAND IN GLOBAL PRESENCE 15 FIGURE 6:INTERVIEW PARTNERS OVERVIEW (OWN VISUALIZATION) 26 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110933015 en_US dc.subject (關鍵詞) 經銷商品牌關係 zh_TW dc.subject (關鍵詞) 品牌管理 zh_TW dc.subject (關鍵詞) Distributor-brand relationships en_US dc.subject (關鍵詞) Brand management en_US dc.title (題名) 獨家經銷代理商： 專業美髮國際品牌成功擴張的關鍵因素 zh_TW dc.title (題名) Navigating Exclusive Distribution: Key Factors for Successful International Brand Expansion in the Professional Haircare Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 2022 Annual Results. (2023, February 9). L’Oréal Finance. https://www.loreal-finance.com/eng/news-release/2022-annual-results Alashban, A. A., Hayes, L. A., Zinkhan, G. M., & Balazs, A. L. (2002). International Brand-Name Standardization/Adaptation: Antecedents and Consequences. Journal of International Marketing, 10(3), 22–48. https://doi.org/10.1509/jimk.10.3.22.19544 Ambler, T., & Styles, C. (1997). Defining a brand How do successful extensions come to market? JOURNAL of PRODUCT & BRAND MANAGEMENT, 6(4), 1061-0421. Anaza, N. A., Kemp, E., Osakwe, C. N., & Adeola, O. (2023). B2B brand marketing in Africa? An exploratory investigation of B2B buyers’ perception of supplier brands. Industrial Marketing Management, 109, 90–105. https://doi.org/10.1016/j.indmarman.2022.12.011 Anderson, J. C., & Narus, J. A. (1990). A Model of Distributor Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42–58. https://doi.org/10.1177/002224299005400103 Ba Banutu-Gomez, M., & Rohrer, W. (2012). COCA-COLA: International Business Strategy for Globalization. London.UK. The Business & Management Review, 3(1). Bailey, E. E. (2011). Skin Cancer Knowledge, Attitudes, and Behaviors in the Salon. Archives of Dermatology, 147(10), 1159. https://doi.org/10.1001/archdermatol.2011.184 Banalieva, E. R., & Dhanaraj, C. (2013). Home-region orientation in international expansion strategies. Journal of International Business Studies, 44(2), 89-116. https://www.proquest.com/scholarly-journals/home-region-orientation-international-expansion/docview/1322726246/se-2 Barron, J., & Hollingshead, J. (2004). Brand globally, market locally. Journal of Business Strategy, 25(1), 9–14. https://doi.org/10.1108/02756660410515967 Bartlett, R. (1994). Symbolic Meanings of Hair in the Middle Ages. Transactions of the Royal Historical Society, 4, 43-60. doi:10.2307/3679214 Błędzka, D., Gromadzińska, J., & Wąsowicz, W. (2014). Parabens. From environmental studies to human health. Environment International, 67, 27–42. https://doi.org/10.1016/j.envint.2014.02.007 Bolduc, C., & Shapiro, J. (2001). Hair care products: waving, straightening, conditioning, and coloring. Clinics in Dermatology, 19(4), 431–436. https://doi.org/10.1016/s0738-081x(01)00201-2 Brown, R. B., & Herring, R. (1995). The role of the manufacturer’s distributor: The case of champion chemicals. Industrial Marketing Management, 24(4), 285–295. https://doi.org/10.1016/0019-8501(95)00002-r Cash, T. F. (2001). The psychology of hair loss and its implications for patient care. Clinics in Dermatology, 19(2), 161–166. https://doi.org/10.1016/s0738-081x(00)00127-9 cosmeticsdesign-europe.com. (2023, February 14). L’Oréal CEO: “Hair care has become the new skin care.” Cosmeticsdesign-Europe.com. https://www.cosmeticsdesign-europe.com/Article/2023/02/14/L-Oreal-CEO-says-hair-care-is-booming-as-consumers-show-interest-in-premium-luxury-products Couto, M., & Ferreira, J. J. (2017). Brand Management as an Internationalization Strategy for SME: A Multiple Case Study. Journal of Global Marketing, 30(3), 192–206. https://doi.org/10.1080/08911762.2017.1307477 Dimitratos, P., Lioukas, S., Ibeh, K. I. N., & Wheeler, C. (2009). Governance Mechanisms of Small and Medium Enterprise International Partner Management. British Journal of Management, 21(3), 754–771. https://doi.org/10.1111/j.1467-8551.2008.00620.x DISTRIBUTORS: An International Perspective. (2009). Adhesives & Sealants Industry, 16(4), 16-17. https://www.proquest.com/trade-journals/distributors-international-perspective/docview/232915047/se-2 Ezell, S. (2022, October 25). The Evolution of Taiwan’s Trade Linkages With the U.S. and Global Economies. Itif.org. https://itif.org/publications/2021/10/25/evolution-taiwan-trade-linkages-us-and-global-economies/ Fan, Y. (2008, August). Country of origin, branding strategy and internationalisation: the case of Chinese piano companies. 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