| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 胡瑜珊 | zh_TW |
| dc.contributor.author (Authors) | Hu, Yu Shan | en_US |
| dc.creator (作者) | 胡瑜珊 | zh_TW |
| dc.creator (作者) | Hu, Yu Shan | en_US |
| dc.date (日期) | 2018 | en_US |
| dc.date.accessioned | 1-Jun-2018 17:39:26 (UTC+8) | - |
| dc.date.available | 1-Jun-2018 17:39:26 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jun-2018 17:39:26 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0104933029 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/117448 | - |
| 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) | 104933029 | zh_TW |
| dc.description.abstract (摘要) | The raising of beauty awareness and increasing growth of optimistic view on market. In order to enter the market and position the brand precisely, it is important for cosmetics and skin care products were the trend in Taiwan in the last 5 years. As growing demand for consuming face mask become the trend, manufactures and brands have an entrepreneur to understand and analyze the consumer behavior, characteristics and market status of face mask in Taiwan. The purpose of this study is to understand the features of creating a new face mask brand in Taiwan and predict the overall operation, brand positioning and financial performance. For research and develop of Resplendissance face mask with natural ingredients and vacuum packaging, the price positioning at medium-premium level to target office lady, female in labor force and teenagers. The performance of Resplendissance financial statement for five years, the great investment on promoting the product on drug store and social media channels by bloggers and youtubers results serious financial problem of generating negative profit totally NTD$1,321,200 in the beginning of four years. Assuming growth rate of sell quantity increasingly by 40%~50% every year because of continuously promoting on social media channels to attract Taiwanese and foreign countries in Asia, then net profit will finally reach to positive NTD$ 149,220 in fifth year and generate positive profit in the following years. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 12. Creating a face mask brand in Taiwan: Ressplandessance 12.1. Background of Brand 1 2.2. Brand position 33. The face mask market status in Taiwan 44. Target Customers anaylsis: Research and questionnaire 6 4.1. Office Lady / Female in Labor Force 17 4.2. Teenagers 185. Competition analysis 19 5.1 Competitors: Domestic Brands 195.1.1 My Beauty Diary 215.1.2. Dr. Jou 235.1.3. For Beloved Ones 245.1.4. Timeless Trust 245.2 Competitors: Foreign Brands 265.2.1. Senka 285.2.2. Minon 295.2.3. Mediheal 30 5.2.4. Jayjun 32 5.3. Competitive Advantage: SWOT Analysis 33 5.3.1. Strengths 34 5.3.2. Opportunities 34 5.3.3. Weakness 38 5.3.4. Threats 396. Marketing strategies 40 6.1. How to reach target customers ? 40 6.2. Promotion Tactics and Marketing Channels 41 6.2.1. Drug Stores Channels 41 6.2.2. Social Media Channels - Bloggers & Youtuers 42 6.2.3. E-commerce Channels 42 6.2.4. Hotel Channels 43 6.2.5. Airlines VIP room Channels 447. Price policy/ Price position 448. Financial analysis 469. Reference 51 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0104933029 | en_US |
| dc.subject (關鍵詞) | 面膜 | zh_TW |
| dc.subject (關鍵詞) | 消費行為 | zh_TW |
| dc.subject (關鍵詞) | 市場情況 | zh_TW |
| dc.subject (關鍵詞) | 品牌定位 | zh_TW |
| dc.subject (關鍵詞) | 企業家 | zh_TW |
| dc.subject (關鍵詞) | Face mask | en_US |
| dc.subject (關鍵詞) | Consumer behavior | en_US |
| dc.subject (關鍵詞) | Market status | en_US |
| dc.subject (關鍵詞) | Brand position | en_US |
| dc.subject (關鍵詞) | Entrepreneur | en_US |
| dc.title (題名) | 商業企劃書 : 在台灣創立新的面膜品牌 | zh_TW |
| dc.title (題名) | Business plan for creating a new face mask brand in Taiwan | en_US |
| dc.type (資料類型) | thesis | en_US |
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