探討台灣化妝品產業的發展歷程-以本土品牌美爽爽化妝品為例

Analyzing Taiwanese cosmetics industry development progress-A case study of MISASA cosmetic

江淑惠(Shu-Huei Chiang)

指導教授 ： 蔣廷芳

元智大學/管理學院/管理研究所/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00276

摘要

在台灣，化妝品市場商機龐大，可以從各大百貨公司觀察發現，化妝品專櫃都是放在百貨公司的黃金樓面。會讓百貨公司將化妝品專櫃視為財神爺的主因是，消費者對化妝品驚人的購買力，遠超過其他的百貨商品。通常化妝品專櫃位置放在最顯眼、坪數最大的，都是在該百貨公司銷售排名第一，是百貨公司的金雞母。被百貨公司視為金雞母的，全都是國際品牌。甚至，較具規模的百貨公司，完全找不到台灣的自創品牌。
是台灣出產的化妝品，品質較國外品牌差？還是國人崇洋媚外的心理所致？政府在台灣化妝品產業發展的歷程中，又扮演何種角色？
本論文試圖從台灣化妝品產業發展歷程中，找出最具代表性的本土品牌個案，品牌歷史超過30年以上，且曾在台灣化妝品市場排名在第四強，市場佔有率超過6%的美爽爽化妝品。該品牌具有高知名度，也曾推出令消費者趨之若鶩的商品，曾經紅極一時的本土品牌，卻在2006年突然從市場消失，消息傳出令許多股東、員工及家屬，甚至是跟著品牌一起長大的愛用者錯愕，也令市場同業唏噓，是什麼原因讓美爽爽化妝品劃下休止符？
本論文從產業競爭理論出發，尋找個案在產業發展歷程中，所掌握的競爭契機。再以企業經營策略理論分析個案，了解該品牌在其發展歷程中，面對內外在環境衝擊時，企業的經營策略正確與否，決定該品牌的生死。
本論文也對台灣化妝品產業未來發展方向提出建議，並可提供有志投入化妝品產業的企業參考，鑒古知來，進而評估跨入該產業應注意的發展趨勢。

關鍵字

美爽爽化妝品 ； 競爭理論 ； 經營策略

並列摘要

In Taiwan, the commercial possibilities of cosmetics are enormous and it can be seen from the department stores that all cosmetics counters are settled in the main floors. The reason for the departments taking cosmetics counters as cash cows is the astonishing purchasing power of cosmetics from consumers is much higher than other merchandise. Therefore, the cosmetics counters which are settled in the most conspicuously and biggest places are normally the top of selling. However, the cosmetics counters which can be taken as cash cows are always foreign brand, even some large well-known department stores do not station Taiwanese brand.
Is Taiwanese cosmetics worse than foreign cosmetics? Is that because people are xenomania? What is Taiwanese government’s orientation in cosmetics industry development progress?
This research tried to find the typically local brand form the Taiwanese cosmetics industry development progress as the case. MISASA cosmetics was an over thirty years old company, the best ranking in Taiwanese cosmetics market was the fourth and the market share rate was more than 6%. MISASA cosmetics enjoyed great popularity and ever launched much popular merchandise. This famous brand, nevertheless, disappeared abruptly in 2006, many shareowners, employees, dependents, and the upholder who grew up with MISASA were all astonished, and even the trades sighed as well. What is the reason making MISASA winding up the business?
In this research, the author explored the competitive junctures which MISASA cosmetics mastered during the Taiwanese cosmetics industry development progress. The author, moreover, drew on the business administration strategy analyzing this case and comprehending if the accuracy of enterprise’s operation strategy would effect the operation when the enterprise encounters the crises during the cosmetics industry development progress.
This research not only suggested the future development direction to Taiwanese cosmetics industry but also provided the information to acquaint with the trend to the enterprises who are interested in cosmetics industry.

並列關鍵字

MISASA cosmetics ； Competitive theory ； Business strategy

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