臺灣自創化妝品牌形象與設計創作研究

The strategies of the Brand Image for the Taiwanese OBM Cosmetics Firms and the Study of Design

林品青(Pin Ching Lin)

指導教授 ： 林磐聳

國立臺灣師範大學/藝術學院/美術學系/碩士(2009年)

摘要

2008年，全球化妝品市場規模高達2,020億美元，並以每年7%速度成長，為全球GDP成長速度的兩倍，產值不容小覷。我國雖生技發展卓越，為全球多家知名化妝品牌代工，卻苦無成功的本土品牌，政府遂將化妝保養品工業列為挑戰2008國家重點發展計劃，以政策帶動國內美妝產業成長。然而發展質量技術並不夠，即使科技日新月異，美妝畢竟是具有數千年歷史的古老產業，歷久不衰且日益發達，乃因人類追求美的天性。根植於文化背景的美學觀點，與全球化帶來審美標準交互作用，深刻影響美妝產業在全球各地的發展。加以市場成熟化、競爭全球化、分眾精膩化、通路多元化，我國建立本土品牌，不僅面臨美妝市場的空前盛世，同時也是前所未有的複雜挑戰。本創作研究即以台灣美妝產業發展現況為基礎，進行文獻探討及案例研究，探討如何以整體性的形象策略建立成功品牌、提升我國化妝品產業價值，並整合市場與文化審美觀點進行設計創作，希冀以視覺語彙實踐並塑造具有風格和競爭力的本土化妝品牌形象。

關鍵字

化妝品 ； 品牌形象 ； 臺灣品牌 ； 設計創作

並列摘要

In 2008, the value of the global cosmetic industry has come to 2,020 billion US dollars, which is twice higher than the Global GDP Growth. The expansion of the cosmetic market keeps increasing at a rate of 7% annum and the significances of this industry should not be underestimated. The technologies we have are extraordinary and with all the skills, we have been able to work as the OEM for lots of world famous companies, yet we still don’t have a successful local brand here in Taiwan. The government hence has set the cosmetic industry as one of the first priorities for the project of national development in 2008 and expects that the cosmetic industry would greatly advance under the proper policies lead by the administration. Nevertheless, the technology is not the only factor that matters. Cosmetics has thousands of history and, as time goes by, it would only grow than ever as seeking to be perfect has always been a part of human nature.
Under the interactive influences of the Localism and the Globalization, many people’s points of view in beauty have been dramatically changed. And as the market has also become even mature, competitive, and sophisticated; the cosmetics industry nowadays is having great difficulties let alone the situation in Taiwan for establishing its local brand. This study would mainly based on the development of the cosmetics industry in Taiwan and also to analyze the marking and the points of view in beauty in different cultures, and to conclude the study with the expectation that Taiwan would eventually has its local brand with its own culture beauty and energy.

並列關鍵字

Cosmetics ； Brand Image ； Taiwanese Brand ； Creative Design

參考文獻

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