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題名 | 直銷美容保養品消費者行為分析與品牌策略規劃之研究=A Study of Consumer Behavior Analysis and Brand Strategy Planning in Directing Sell of Cosmetics Products |
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作者 | 陳永坤; 謝翠芳; 林欣怡; 周渝真; 劉芳瑤; 張雅鈞; 鍾玉鈴; | 書刊名 | 中州學報 |
卷期 | 24 民95.12 |
頁次 | 頁71-91 |
分類號 | 496.34 |
關鍵詞 | 直銷; 美容保養品; 消費者行為; 品牌策略; Directing sell; Cosmetics products; Customer behavior; Brand strategy; |
語文 | 中文(Chinese) |
中文摘要 | 台灣近年來由於社會觀念改變及人際互動的頻繁等因素的影響,以往不重視化妝保養的消費者也逐漸重視自我的儀容表態。美容保養品消費市場的產值龐大,根據公平交易委員會針對多層次傳銷公司市場年度報告中指出,2004年多層次傳銷之美容保養品銷售額達新台幣 173.83億元 (佔25.45%),位居直銷業的第二大產品 (公平會,2004)。因此,本研究以美容保養品為研究項目,探討業者若要在產品多樣化、品牌差異化相近的競爭激烈市場中脫穎而出,則必須要暸解消費者的行為模式並加強自身品牌的品牌權益,藉此提高顧客的忠誠度,以建立企業的持久性競爭優勢。經由實證分析結果得知,本研究之五項假設,皆獲得部份成立。主要結論有四:(1) 台中市購買直銷美容保養品之消費者以女性、未婚、大專程度、21-30歲之工商服務與學生族群居多,收入約四萬元以下。(2) 中高收入女性較重視美容保養品的功效。(3) 不同型態消費者在選購美容保養品時,最重視美容保養品之功效、價格與品牌等因素。(4) 各直銷品牌之定位策略建議:美樂家訴求重點為價格合理;雅芳之訴求重點為美白防曬、整體評價、價格合理;克緹之訴求重點為成分天然;安麗之訴求重點包含保養為主、保濕滋潤、美白防曬等。根據上述各品牌訴求重點,可研擬出相關之品牌競爭策略等。 |
英文摘要 | Due to rapid growth of Taiwan's higher achievement in education, changing in society life style and frequently interaction in relationship, the costomer behavior of consumption cosmetics products had a significant change. The costomers pay much more attention to their appearance. The market of cosmetics products creates a huge output value. According to the Fair Trade Commission on the multi-leavl marketing report, the sales volum on the cosmetics products of multi-leavl marketing are 173.83 hundred mil1ion on 2004, the second production on the multi-leavl marketing industry. This research attempts to understand the relationship between product complexity and brand differentiation in the completitive market, therefore the operator can create the brand equity and customer loyalty by understanding the model of costomer behavior. After collecting the data through questionnaires from consumers and conducting the data analysis, the main results of this research are as follows: (1) the consumption on cosmetics products of directing sell are female, unmarried, university degree, age 21 to 30 and students, the monthly salary is below 40 thousand. (2) the women on medium high income pay more attention to the efficiency of cosmetics products. (3) the factors of efficiency, price and brand of cosmetics products are the most important fundamental element on different cosumer group. (4) the strategic suggestions on A von are reasonable price, overall valuation and whiting; Chlitina is nature component; Anway are moisture and whiting. This research provides the operators with strategic suggestion to enhance the brand equity. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。