【論文摘要】慶生堂—自品牌「玩美」體驗行銷數位化

超過一甲子的慶生堂化粧品股份有限公司，專營唇妝、底妝的品牌製造商。在大環境彩妝受疫情影響下，尋找商機出路。慶生堂公司在工業局輔導支持之數位轉型計畫下，以自有品牌PureArt租用「玩美APP」，以虛擬實境（Virtual Reality）技術優化數位平台，進行體驗行銷數位化；讓顧客數位化體驗唇彩妝扮模擬實境，使顧客透過「隔離、不接觸」的數位體驗，深化品牌印象、增加品牌價值，提升營收。本文引導學生根據個案營收資訊，分析租用數位化體驗的投資效益評估，以淨現金折現流量法（Discounted net cash flows）之財務評估為可行之投資；而質化的體驗行銷數位化之效益，則反應於慶生堂「PureArt淨萃雅藝」自品牌的非彩妝保養品的永續經營。本教學個案為作業層級個案，透過本個案讓學生學習數位轉型投資專案之效益評估，包括投資成本效益之量化分析，及數位化體驗行銷帶來之質化自品牌效益。

關鍵字

品牌行銷；數位體驗行銷；投資決策評估；淨現金折現流量； PureArt淨萃雅藝

並列摘要

CHING SENG TONG Cosmetic Co. Ltd., a brand manufacturer has been established over 60 years, which specializes in lip and base makeup. Under the tremendous impact of the COVID-19, this makeup industry is looking for opportunities to develop its own business. Through the digital transformation plans supported and guided by the Industry Bureau, CHING SENG TONG Company rented the "PERFECT Beauty APP" with its own brand PureArt, optimized the digital platform with Virtual Reality technology, and experience the digitization of marketing; let customers digitize their try on experiences and simulate the reality of lip gloss makeup. It enables customers to strengthen their impressions for the brand, enhances the values of the brand, and increases revenues through the "isolated, non-contact" digital experience. This article guides students to analyze and evaluate the benefits of investment in rental digital experience based on case revenue information, and use the Discounted Net Cash Flow method as a feasible investment. On the other hand, the digital benefit of qualitative experience marketing is reflected in its own brand "PureArt", the sustainable management of non-color cosmetics and skin care products of its own brand. This teaching case is an operation-level case. Through this case, students can learn the benefits evaluation of digital transformation investment projects, including the quantitative analysis of investment costs and benefits, and the qualitative self-brand benefits brought by the digitalization of marketing.

並列關鍵字

Brand marketing ； Digital experience marketing ； The cost-benefit analysis of investment efficiency ； Discounted net cash flows ； Brand PureArt

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