線上美妝品牌之商業模式創新與行銷策略—以Prof. TK為例

Business Model Innovations and Marketing Strategies of Online Skin Care Brands — A Case Study of Prof. TK

楊邦孝(Pang-Hsiao Yang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/臺大－復旦EMBA境外專班/碩士(2017年)

https://doi.org/10.6342/NTU201700835

摘要

在當今保養品市場激烈競爭的時代，隨著互聯網環境的成熟和消費習慣的變化，網絡購物已成為現代消費者渠道中最重要的消費者之一，過去對保養品行業相關研究大部分都以消費者行為分為主，其中又幾乎都是以實體通路業者進行研究。本研究將從台灣本土的網路保養品業者的角度出發，藉由探討Prof.TK近幾年在網路通路上的發展，探索保養品公司該如何藉由網路通路來進行網路行銷，提供廠商新的行銷方法和構思不同與以往的經營型態，進而增加銷售量。研究結果發現：Prof.TK藉由強化顧客管理來提給顧客獨特的價值，並成功的利用網路通路高效率的行銷自家產品和品牌。以此研究結果，可研擬行銷策略提供業界做為參考，期望能對其行銷策略之制定有所貢獻。

關鍵字

網路保養品 ； 網路行銷 ； 商業模式

並列摘要

In today's skin care market under the intense competitions, which with the mature Internet environment and changes in consumer habits, online shopping has become one of the most important modern consumer channels. The literatures for the cosmetics industry-related research mostly focus on the consumer behavior analysis, which are almost based on the physical channel. This study focuses on an online skin care companies in Taiwan by exploring the development of online marketing through Internet, providing new marketing strategies and ideas different from the previous business model. The results of the study found that Prof. TK invested in customer management to provide customers unique value, and the utilize of internet channel also resulted in the efficient marketing of their own products and brands. With this study, there is a developed marketing strategy can be provided to the industry as a reference, look forward to contribute to the development of online marketing strategy.

並列關鍵字

Skin Care Company ； Business Model ； Online Marketing

參考文獻

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