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題名 日韓化妝品公司的成功經驗帶給台灣公司的啟示
How to make a successful cosmetics company in Taiwan Lesson from Japan and Korea companies作者 咸泳哲
Ham, Youngchul貢獻者 吳文傑
Wu, Jack
咸泳哲
Ham, Youngchul關鍵詞 化妝品
資生堂
愛茉莉太平洋集團
台灣化妝產業
亞洲化妝產業
Cosmetics
Shiseido
Amore Pacific
Taiwan Cosmetics
Asian cosmetics日期 2018 上傳時間 4-Mar-2019 20:12:54 (UTC+8) 摘要 無
There are many cosmetics companies leading the market in the world from Asia. For Japanese companies based on high technology, they became steady-seller in the market. For Korean companies with fast-paced market trend changes, they succeeded to attract many people in the market. But they have common strength that they are good at marketing. There are many excellent Taiwanese cosmetic companies but it is hard to hear of their name. Because their marketing is not good enough to attract people to use their products. This thesis analyzes current cosmetics market leaders from Japan and Korea. And introduce proper marketing ways by researching for Taiwanese cosmetic companies.參考文獻 Aaker, D., 1991. Brand equity. La gestione del valore della marca.Hansen, T. and Møller Jensen, J., 2009. Shopping orientation and online clothing purchases: the role of gender and purchase situation. European Journal of Marketing, 43(9/10), pp.1154-1170.Park, C. and Lee, T.M., 2009. Information direction, website reputation and eWOM effect: Amoderating role of product type. Journal of Business research, 62(1), pp.61-67.최소진, 2017. 화장품소비자의 쇼핑성향과 정보탐색유형의 채널선택에 관한 연구Eun Ha Yeon, Kwon Kyung Mi, 2018, various images of women as represented in cosmetics advertisements in South Korea, Korean Jounal of advertising.Wang Wei, 2016, A Study on the PR Strategies on the Chinese Market and the Perception of Company Images and Brand Images of Cosmetic Companies: focusing on the Brands of Amore Pacific Company and L`Oreal Company, Konkuk University, KoreaJiao Chao, 2015, A study on Marketing Strategy of Korean Cosmetic Firms in Chinese Market : Focused on Amore Pacific Corporation, Mokpo University, Korea조휴경, 2010, 한국기업의 성공적인 해외진출 사례: 아모레 퍼시픽의 사례, 서울대학교,川島蓉子、2007年、資生堂ブランド、アスペクトMatsumura, Naohiro, Hikaru Yamamoto, and Daisuke Tomozawa. 2008."Finding Influencers and Consumer Insights in the Blogosphere." ICWSM.夏天. 2006"化粧品のマーケティング." 神奈川大学上原義子.2009, "「付加価値の新たな視点に関する予備的研究」." 日本経営診断学会全国大会予稿集 2009.0 (2009): 120-123.妹尾俊之.2009 "< 論文> ブランドデザインの新展開--サントリー・伊右衛門と資生堂・TSUBAKI の事例から." 商経学叢 55.3 17-38.Jones, Geoffrey, Akiko Kanno, and Masako Egawa. 2004, "Making China beautiful: Shiseido and the China market." Harvard business school case : 9-805.伊東裕貴. 2010, "「ヒット商品」 から見た社会とコミュニケーション." コミュニケーション文化 4: 24-33. 跡見学園女子大学石塚隆男. 2010, "新たな価値をプロデュースする力に関する考察." 亜細亜大学山本学. 2010, 進化する資生堂: 中国市場とメガブランド戦略. 翔泳社 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)
106933037資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933037 資料類型 thesis dc.contributor.advisor 吳文傑 zh_TW dc.contributor.advisor Wu, Jack en_US dc.contributor.author (Authors) 咸泳哲 zh_TW dc.contributor.author (Authors) Ham, Youngchul en_US dc.creator (作者) 咸泳哲 zh_TW dc.creator (作者) Ham, Youngchul en_US dc.date (日期) 2018 en_US dc.date.accessioned 4-Mar-2019 20:12:54 (UTC+8) - dc.date.available 4-Mar-2019 20:12:54 (UTC+8) - dc.date.issued (上傳時間) 4-Mar-2019 20:12:54 (UTC+8) - dc.identifier (Other Identifiers) G0106933037 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/122387 - 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) 106933037 zh_TW dc.description.abstract (摘要) 無 zh_TW dc.description.abstract (摘要) There are many cosmetics companies leading the market in the world from Asia. For Japanese companies based on high technology, they became steady-seller in the market. For Korean companies with fast-paced market trend changes, they succeeded to attract many people in the market. But they have common strength that they are good at marketing. There are many excellent Taiwanese cosmetic companies but it is hard to hear of their name. Because their marketing is not good enough to attract people to use their products. This thesis analyzes current cosmetics market leaders from Japan and Korea. And introduce proper marketing ways by researching for Taiwanese cosmetic companies. en_US dc.description.tableofcontents 1. Introduction. 11.1. Motivation 11.2. Purpose of studying 21.3. Approach of studying 31.4. Framework 42. Current problems that Taiwanese companies are facing 52.1. Current cosmetic market in Taiwan 52.2. Tendency of Taiwanese customers 93. Case study for Shiseido 153.1. Company’s profile 153.2. Problems they faced in the past 173.3. Why Shiseido is strong? 183.3.1. History 193.3.2. IDENTITY 213.3.3. R&D 223.3.4. Non-cosmetics Business 233.4. Shiseido and TSUBAKI (Camellia) 233.4.1. Background of investment 233.4.2. Strategy 243.4.3. Marketing 253.4.4. Technology 273.4.5. Conclusion of Shiseido 274. Case study of Amore Pacific 294.1. Company’s profile 294.2. Problems they faced in the past 294.3. Rapid growth in market 314.4. Overall strategy by each brand in Amore Pacific 344.4.1. Etude House 344.4.2. Sulwhasoo 364.5. Amore Pacific INNISFREE 394.5.1. Brand Concept 394.5.2. Marketing 414.5.3. Technology 434.5.4. Conclusion of Amore Pacific 445. Solutions 455.1. Solution for Taiwanese cosmetic companies for various distribution channels. 455.2. Solution for Taiwanese cosmetic companies for identity 455.3. Solution for Taiwanese cosmetic companies for marketing and heighten awareness. 466. Conclusion 487. References 49 zh_TW dc.format.extent 2818925 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106933037 en_US dc.subject (關鍵詞) 化妝品 zh_TW dc.subject (關鍵詞) 資生堂 zh_TW dc.subject (關鍵詞) 愛茉莉太平洋集團 zh_TW dc.subject (關鍵詞) 台灣化妝產業 zh_TW dc.subject (關鍵詞) 亞洲化妝產業 zh_TW dc.subject (關鍵詞) Cosmetics en_US dc.subject (關鍵詞) Shiseido en_US dc.subject (關鍵詞) Amore Pacific en_US dc.subject (關鍵詞) Taiwan Cosmetics en_US dc.subject (關鍵詞) Asian cosmetics en_US dc.title (題名) 日韓化妝品公司的成功經驗帶給台灣公司的啟示 zh_TW dc.title (題名) How to make a successful cosmetics company in Taiwan Lesson from Japan and Korea companies en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Aaker, D., 1991. Brand equity. La gestione del valore della marca.Hansen, T. and Møller Jensen, J., 2009. Shopping orientation and online clothing purchases: the role of gender and purchase situation. European Journal of Marketing, 43(9/10), pp.1154-1170.Park, C. and Lee, T.M., 2009. Information direction, website reputation and eWOM effect: Amoderating role of product type. Journal of Business research, 62(1), pp.61-67.최소진, 2017. 화장품소비자의 쇼핑성향과 정보탐색유형의 채널선택에 관한 연구Eun Ha Yeon, Kwon Kyung Mi, 2018, various images of women as represented in cosmetics advertisements in South Korea, Korean Jounal of advertising.Wang Wei, 2016, A Study on the PR Strategies on the Chinese Market and the Perception of Company Images and Brand Images of Cosmetic Companies: focusing on the Brands of Amore Pacific Company and L`Oreal Company, Konkuk University, KoreaJiao Chao, 2015, A study on Marketing Strategy of Korean Cosmetic Firms in Chinese Market : Focused on Amore Pacific Corporation, Mokpo University, Korea조휴경, 2010, 한국기업의 성공적인 해외진출 사례: 아모레 퍼시픽의 사례, 서울대학교,川島蓉子、2007年、資生堂ブランド、アスペクトMatsumura, Naohiro, Hikaru Yamamoto, and Daisuke Tomozawa. 2008."Finding Influencers and Consumer Insights in the Blogosphere." ICWSM.夏天. 2006"化粧品のマーケティング." 神奈川大学上原義子.2009, "「付加価値の新たな視点に関する予備的研究」." 日本経営診断学会全国大会予稿集 2009.0 (2009): 120-123.妹尾俊之.2009 "< 論文> ブランドデザインの新展開--サントリー・伊右衛門と資生堂・TSUBAKI の事例から." 商経学叢 55.3 17-38.Jones, Geoffrey, Akiko Kanno, and Masako Egawa. 2004, "Making China beautiful: Shiseido and the China market." Harvard business school case : 9-805.伊東裕貴. 2010, "「ヒット商品」 から見た社会とコミュニケーション." コミュニケーション文化 4: 24-33. 跡見学園女子大学石塚隆男. 2010, "新たな価値をプロデュースする力に関する考察." 亜細亜大学山本学. 2010, 進化する資生堂: 中国市場とメガブランド戦略. 翔泳社 zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMBA.007.2019.F08 en_US
