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題名 商業企劃書 : 在台灣創立新的面膜品牌
Business plan for creating a new face mask brand in Taiwan
作者 胡瑜珊
Hu, Yu Shan
貢獻者 吳文傑
Wu, Jack
胡瑜珊
Hu, Yu Shan
關鍵詞 面膜
消費行為
市場情況
品牌定位
企業家
Face mask
Consumer behavior
Market status
Brand position
Entrepreneur
日期 2018
上傳時間 1-六月-2018 17:39:26 (UTC+8)
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.
參考文獻 The origin and history of cosmetic face mask. https://chicchiq.com/the-origin-and-history-of-cosmetic-face-masks/
Epotch Times. http://www.epochtimes.com/b5/17/4/19/n9052170.htm
http://www.epochtimes.com/b5/18/1/15/n10059473.htm
Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J. and Pope, G. S. (2004) Concentrations of parabens in human breast tumours. Journal of Applied Toxicology, 24 (1). pp. 5-13. ISSN 0260-437X from: http://centaur.reading.ac.uk/10465/
Daily Headline News. https://kknews.cc/zh-tw/fashion/lz2jn2z.html
Taiwan Trade. http://info.taiwantrade.com/CH/bizsearchdetail/361459/I
Taiwan Economic Department of Statistics. https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2373
China Times. http://www.chinatimes.com/newspapers/20130515000553-260204
Fashion Guide. http://www.fashionguide.com.tw/Beauty/08/resMsgL.asp?LinkTo=TopicL&TopicNum=14406&Absolute=1

Lai-Yu, Chun (2012). A Study on Female Consumer Behavior for Generic Brand and Facial Mask Products. Executive Master of Business Administration Ling Tung University.
Business Weekly. https://wealth.businessweekly.com.tw/GArticle.aspx?id=ARTL000044814&p=0
Manager Today. https://www.managertoday.com.tw/articles/view/53365
TVBS news. https://www.youtube.com/watch?v=kXcCxbtu-mU
Timeless Truth Mask official website. https://www.ttmask.com/johnlee
Pressreader. https://www.pressreader.com/korea-republic/the-korea-times/20170202/281913067840656
Jayjun official website. http://cn.jayjun.co.kr/
Euromonitor International. https://www.fungglobalretailtech.com/research/deep-dive-face-mask-market-booming-competition-unique-ingredients-product-innovations-capture-lucrative-chinese-market/
E-ICPE Eastern consumers data. http://www.brain.com.tw/news/articlecontent?ID=19250
Chinese Marketing Information Service Inc. http://www.cmisi.com.tw/industry-tracking/2017%E4%BF%9D%E9%A4%8A%E5%93%81%E5%81%8F%E5%A5%BD%E8%AA%BF%E6%9F%A5/
Ming Weekly. http://www.mingweekly.com/beauty/beautytips/content-3293.html
Taiwan Ecommerce and Startup Association. http://www.brain.com.tw/news/articlecontent?ID=19250
Department of Statistics. https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2968
Economic News. https://www.economic-news.tw/2018/01/cosmetic.html
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)
104933029
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104933029
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (作者) 胡瑜珊zh_TW
dc.contributor.author (作者) Hu, Yu Shanen_US
dc.creator (作者) 胡瑜珊zh_TW
dc.creator (作者) Hu, Yu Shanen_US
dc.date (日期) 2018en_US
dc.date.accessioned 1-六月-2018 17:39:26 (UTC+8)-
dc.date.available 1-六月-2018 17:39:26 (UTC+8)-
dc.date.issued (上傳時間) 1-六月-2018 17:39:26 (UTC+8)-
dc.identifier (其他 識別碼) G0104933029en_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) 104933029zh_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 1
2. Creating a face mask brand in Taiwan: Ressplandessance 1
2.1. Background of Brand 1
2.2. Brand position 3
3. The face mask market status in Taiwan 4
4. Target Customers anaylsis: Research and questionnaire 6
4.1. Office Lady / Female in Labor Force 17
4.2. Teenagers 18
5. Competition analysis 19
 5.1 Competitors: Domestic Brands 19
5.1.1 My Beauty Diary 21
5.1.2. Dr. Jou 23
5.1.3. For Beloved Ones 24
5.1.4. Timeless Trust 24
5.2 Competitors: Foreign Brands 26
5.2.1. Senka 28
5.2.2. Minon 29
5.2.3. 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 39
6. 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 44
7. Price policy/ Price position 44
8. Financial analysis 46
9. Reference 51
zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104933029en_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 masken_US
dc.subject (關鍵詞) Consumer behavioren_US
dc.subject (關鍵詞) Market statusen_US
dc.subject (關鍵詞) Brand positionen_US
dc.subject (關鍵詞) Entrepreneuren_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 Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) The origin and history of cosmetic face mask. https://chicchiq.com/the-origin-and-history-of-cosmetic-face-masks/
Epotch Times. http://www.epochtimes.com/b5/17/4/19/n9052170.htm
http://www.epochtimes.com/b5/18/1/15/n10059473.htm
Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J. and Pope, G. S. (2004) Concentrations of parabens in human breast tumours. Journal of Applied Toxicology, 24 (1). pp. 5-13. ISSN 0260-437X from: http://centaur.reading.ac.uk/10465/
Daily Headline News. https://kknews.cc/zh-tw/fashion/lz2jn2z.html
Taiwan Trade. http://info.taiwantrade.com/CH/bizsearchdetail/361459/I
Taiwan Economic Department of Statistics. https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2373
China Times. http://www.chinatimes.com/newspapers/20130515000553-260204
Fashion Guide. http://www.fashionguide.com.tw/Beauty/08/resMsgL.asp?LinkTo=TopicL&TopicNum=14406&Absolute=1

Lai-Yu, Chun (2012). A Study on Female Consumer Behavior for Generic Brand and Facial Mask Products. Executive Master of Business Administration Ling Tung University.
Business Weekly. https://wealth.businessweekly.com.tw/GArticle.aspx?id=ARTL000044814&p=0
Manager Today. https://www.managertoday.com.tw/articles/view/53365
TVBS news. https://www.youtube.com/watch?v=kXcCxbtu-mU
Timeless Truth Mask official website. https://www.ttmask.com/johnlee
Pressreader. https://www.pressreader.com/korea-republic/the-korea-times/20170202/281913067840656
Jayjun official website. http://cn.jayjun.co.kr/
Euromonitor International. https://www.fungglobalretailtech.com/research/deep-dive-face-mask-market-booming-competition-unique-ingredients-product-innovations-capture-lucrative-chinese-market/
E-ICPE Eastern consumers data. http://www.brain.com.tw/news/articlecontent?ID=19250
Chinese Marketing Information Service Inc. http://www.cmisi.com.tw/industry-tracking/2017%E4%BF%9D%E9%A4%8A%E5%93%81%E5%81%8F%E5%A5%BD%E8%AA%BF%E6%9F%A5/
Ming Weekly. http://www.mingweekly.com/beauty/beautytips/content-3293.html
Taiwan Ecommerce and Startup Association. http://www.brain.com.tw/news/articlecontent?ID=19250
Department of Statistics. https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2968
Economic News. https://www.economic-news.tw/2018/01/cosmetic.html
zh_TW