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題名 | 化妝品電視廣告標竿管理之研究--資料包絡法之應用=A Benchmarking Management Study for Television Cosmetics Advertising--An Application of Data Envelopment Analysis |
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作者 | 李麗說; 張淑惠; | 書刊名 | 全球商業經營管理學報 |
卷期 | 8 2016.09[民105.09] |
頁次 | 頁175-187 |
分類號 | 466.7 |
關鍵詞 | 化妝品; 電視廣告; 標竿管理; 資料包絡法; 效率前緣; Cosmetic product; Television advertising; Benchmarking management; Data envelopment analysis; DEA; Efficiency frontier; |
語文 | 中文(Chinese) |
中文摘要 | 現今化妝品市場非常競爭,消費者透過各種行銷管道獲得訊息,以化妝品電視廣告行銷手段最為普及。本研究探討化妝品電視廣告之標竿管理,藉由DEA 方法以台灣40 種化妝品牌的之廣告內容、品牌形象、代言人為投入因素,以品牌態度、品牌情感、廣告記憶、廣告態度及購買意願為產出因素,探討40 種化妝品電視廣告之相對效率與標竿學習對象,並分析多項投入產出因素效率。本研究以南部大學生為研究對象,共回收問卷1000 份,結果顯示效率分析,以SK-II、資生堂、香奈兒、佳麗寶、Dior、雅詩蘭黛、Olay、倩碧、嬌蘭、DHC、巴黎萊雅、台鹽生技、黛珂、蘭蔻、蜜妮等15 種品牌為強勢效率單位;植村秀、碧兒泉、高絲、台塑生醫、水美媒、露得清、DR.WU、曼秀雷敦、帕瑪氏、媚比琳、INTEGRATE 等11 種品牌呈現中緣效率單位;森田藥粧、碧歐斯、ORBIS、水之印、KATE、花漾美姬、卡尼爾、膚蕊、蘭芝、薇姿、ZA、肌研、專科、旁氏等14 種品牌呈現邊緣效率單位。除了區分40 種化妝品牌之相對優勢外,並進一步以差額變量的概念說明,若以強勢品牌為學習標竿,在投入項目不變時,產出項目要增加多少,或產出項目不變,投入項目要減少多少,才能達到效率前緣。本研究結果可提供企業界做為設定標竿管理之依據,也能做為學術界實證研究之參考。 |
英文摘要 | Nowadays, the competition of cosmetic market has become more and more servers. Although consumer can get product messages from different marketing channels, cosmetic advertisings through television is one of the most popular ways to transfer messages. This study aims to identify the efficiency television cosmetic advertisings through benchmarking. Specifically, this study trice to select advertising content, brand image, endorser attractiveness as the input factors, while brand attitude, brand affect, advertising memory, advertising attitude and purchase intention as the output factors. Data Envelopment Development (DEA) technique is used to identify the relative efficiency, benchmark learning partners, and slacks using the efficiency frontiers as a comparative base. This study uses the university students in the southern region of Taiwan as the study sample. Totally 1000 questionnaire has been obtained from the sample students. The study results indicate that 15 cosmetic brands belong to efficiency frontiers(including SK-II, SHISEDO, CHANEL, Kanebo, DIOR, Estee Lauder, OLAY, CLINIQUE, Guerlain, DHC, L'Oreal Paris, TAIYEN, COSME DECORTE, LANCOME, Biore), 11 cosmetic brands belong to middle efficiency brands (including Shu Uemura, BIOTHERM, KOSE, FORTE, OGUMA, Neutrogena, DR.WU, Mentholatum, Palmer's, Maybelline, INTEGRATE), and 14 cosmetic brands belong to marginal efficiency brands (including Dr.Jou, Bio-essence, ORBIS, AQUALABEL, KATE, Kiss Me, GARNIER, Freshel, LANEIGE, VICHY, ZA, Hada-Labo, Senka, POND'S). In addition to provide information about relative advantages among 40 cosmetic brands, this study also calculate the slacks for the improvement of output factors without changing the levels of input factors; or the reduction of input factors without changing the levels of output factors. The improvement of slacks will result in achieving efficiency frontiers. The results of this study can be provided as a valuable reference material for firms to conduct benchmarking management. These results can also be very precious for academicians for further validation relevant to cosmetic products. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。