個人品牌之商業模式研究：以台灣知名彩妝師sandy chen為例

個人品牌是一個企業中最具有價值的無形資產，個人品牌的建立也等同於一個組織文化的建立，在個人品牌的建立過程中利用網路平台和實體渠道來打造自己的專業形象跟個人品牌聲量，此舉，不但能使自己得以在諸多競爭者中脫穎而出，也能在求職市場中順利尋求下一個工作機會，也會因為知名度的提升，而獲得更多的工作及更多元的發展。然而，現在很多專業的彩妝師皆以個人品牌來打造他的商業模式，不單單只是靠技術來賺錢，他們也可以利用其知名度及專業度來開發產品，開課教學，出書，甚至當網紅來推薦產品，或以 KOL 身份替產品發聲及代言產品，出席活動⋯。此報告，將以彩妝師的立場來探討個人品牌的商業模式來作為研究。「首章為緒論，主要敘述如何建立出個性鮮明的個人品牌」。「第二章，文獻探討與彩妝的演進，淺談彩妝師在市場上的商業模式，並從各研究資料報告，分析市場上各個擁有個人品牌的彩妝師現況」。「第三章，研究方法將採用文獻回顧法，探討國內外彩妝師近年來的經營藍圖」。「第四章，探討個人品牌彩妝師未來可能的轉型因應對策，以彩妝經驗豐富的台灣知名彩妝師 SandyChen為例，就市場關注、身份轉變、專業度以及知名度的提升等層面，作較為深入探討」。「第五章結論，好還要更好是每一個擁有個人品牌的彩妝師都想持續下去的，創新升級、拉高知名度是個人品牌因應變局的不二法門，唯有掌握時機見機行事，才能在人才輩出中的市場勝出」。最後，期許此報告有助於每一位擁有個人品牌的彩妝師都可以藉著這次的探討讓自己更清楚且知道自己的定位與發展，除了擁有一技之長的技術外更可以發展無限的潛力。

關鍵字

彩妝師；個人品牌；化妝美學；彩妝潮流；知識經濟；彩妝師商業模式

並列摘要

personal brand is also the same as creating an organization that uses the personal network and physical channels to build the professional and reputable. In this way, not only can it stand out in the labor market full of numerous competitors and find the next opportunity for seamless employment. But there will also be more employment and more development by promoting popularity. However, many professional make-up artists now use their personal brands to build their business models.Not only relying on technology to make money, but also using their popularity and professionalism to develop products, start classes, publish books, and even recommend products by online celebrity, or use KOL shares to speak for products, replace products and attend activities. This report will address the personal brand business model in the invisible industry from a make-up artist's perspective. The chapter is introduced, including origin, motivation and research. Chapter one discusses the literature and the evolution of make-up, discusses the business model of make-up artists in the market, and analyzes the current situation of each make-up artist with his own brand in the market from various research data reports. In the third chapter, the research method will adopt the review supply method to discuss the business plan of make-up artists at home and abroad in recent years. The fourth chapter discusses the possible transformation countermeasures of personal brand makeup artists in the future, taking Sandy Chen, a famous makeup artist with rich experience in Taiwan Province, as an example, and makes a more in-depth discussion on the market attention, job change, professionalism and popularity enhancement. Chapter five concludes that every make-up artist owning a personal trademark wants to continue. Innovation and enhancement are illegal for personal brands because of the emergency situation. Only if they take the risk can they win in the midst of exceptional talent. Finally, it is expected that this report will help every make-up artist with personal brand to position and develop more clearly and clearly through this discussion, and besides possessing skilled technology, he can develop unlimited potential.