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论文编号：	4146
作者编号：	2120094022
上传时间：	2012/6/4 12:45:38
中文题目：	台湾资生堂营销组合策略研究
英文题目：	The research on marketing mix strategy of Taiwan Shiseido
指导老师：	韩德昌
中文关键字：	化妆品 台湾资生堂 营销策略
英文关键字：	Cosmetics Taiwan Shisedo marketing strategy
中文摘要：	在充满竞争的台湾化妆品市场里，充斥著国际各大厂牌的身影，如何在这艰难的环境中获得生存的空间，著实是一大挑战，而策略则是协助企业进行战斗的重要利器。 本研究的个案—台日合作的台湾资生堂，源自于1957年从日本引进台湾，不仅从日本引进连锁店制度来贩卖商品，造成了台湾化妆品通路上的一大转变，并且还屡屡获得美装大奖的殊荣。如2011年就荣获YAHOO!奇摩情感品牌大奖美装类第一名。 本论文在分析台湾资生堂所在的内外环境及自身的优劣势的基础上，并结合一些先进的营销理论与方法，研究了台湾资生堂的营销策略与实施的策略。本文共分六个部分，第一部分为说明研究的目的与动机、内容与方法；第二部分回顾了相关的理论，作为之后研究的基础；第三部分是研究台湾资生堂的内外部环境，除了探讨市场现况之外，并对台湾资生堂展开优劣势、机会及威胁的分析；第四部分研究台湾资生堂所选择的营销策略，包括产品策略、渠道策略、价格策略及促销策略；第五部分是台湾资生堂根据目前时代与科技的进步所实施的策略；第六部分则为论文的结论与建议以及启示。 而对于此个案的分析研究后发现，现代的企业不仅只要在产品原先的功能或是利益上下功夫，更重要的是注重产品整体的设计感、服务流程等感性层面包装。顾客要的是能够让人惊叹的瞬间，甚至只是一份感动。因此企业必须要满足顾客感官及心靈上需求，并找出企业独特的道路，才能够在顾客眼中获得最为深刻的永久注目。
英文摘要：	There are full of many renowned global brands in the competitive cosmetics market of Taiwan and they exactly turn out to a giant challenge for the local companies to survive. Facing this situation, undoubtedly, the proper marketing strategies would definitely be the efficient weapon to fight. The case study of this research – Taiwan Shiseido, cooperating by Taiwan and Japan, was imported from Japan in 1957. Meanwhile, Taiwan Shiseido is also awarded the top prize by Yahoo! in 2011 and surly numerous prizes and honor are rewarded every year. This thesis is not only brings up the internal and external environment and the advantages and disadvantages of Taiwan Shiseido, but also analyzes the marketing strategy and its implementation base on some advanced marketing theories and methods. This research consists of six chapters which including: (1)the first chapter explains the background, motivation and purpose of research (2)the second chapter studies the advanced theory and methods (3)the third chapter concentrates on the marketing environments of Taiwan Shiseido, such as current cosmetics’ market and SWOT analysis (4)the fourth chapter looks into the marketing mix strategy of Taiwan Shiseido, including product, price, place and promotion strategy. (5)the fifth chapter describes the strategy implementation from the view of the progressing science and technology (6)the sixth chapter summarizes the conclusion After case studying, it may find that the enterprise should combine the physical and sensitive parts of products. They should not just focus on the original benefits or functions of a product, more critical thing is to care about the intangible side, such as packaging, services, design…etc. The product should be attractive from the first sight when customers see it and even can let them feel being touched. Therefore, the enterprises ought to combine the power of these two sides and also be differential from other companies.
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