臺灣本土開架保養品發展成為國際品牌之行銷策略研究

本研究係針對台灣開架化妝保養品牌如何從台灣發展到中國大陸及其他國際市場進行探討，內容以台灣知名面膜品牌「我的美麗日記」做為個案研究。首先探討該品牌在台灣、中國大陸、及國際市場，目前在經營上所面臨的瓶頸及困境為何，再經由文獻探討、二手資料整理，進行市場操作與品牌經營分析，找出其成功關鍵因素，最後也針對該品牌之國際化提出最佳的經營策略，進一步為台灣化妝保養品業者發展成為國際品牌，擬訂可供參考之經營模式。台灣化妝保養品牌最大的市場機會點在華人市場與東南亞新興國家，而主要優勢為台灣華人流行及美妝文化對華人世界的影響性，但品牌能否於海外國際市場經營成功，仍取決於品牌發源地台灣市場的經營成效為指標，此對海外市場消費者的消費信心影響甚大。台灣化妝保養品牌要永續經營與國際化，品牌定位須明確，且品牌經營要持續創新，並貼近主要消費客群生活情境，透過精準行銷品牌溝通，才能提升消費者對品牌的忠誠度與黏著度。在中國大陸市場的經營，初期應聚焦在主流大通路及華東市場，然後再逐步向其他區域及次級通路發展。在國際市場經營上，台灣品牌多屬中小企業，行銷資源不若國際品牌充沛，故應聚焦品項經營及慎選外銷國家，不宜以外銷國家數量為營運指標，而以精耕華人市場與發展東南亞新興國家市場為主。

關鍵字

國際化；獨特賣點；肌膚保養；化妝品

並列摘要

The aim of this study is to investigate how a Taiwan local brand of open-shelf type skin care products has been developed from Taiwan to China and the other international markets. “My Beauty Diary”, one popular facial mask brand, is targeted to be the subject. First of all, this study analyzes the difficulties and bottleneck of running “My Beauty Diary” in the current operation in markets including Taiwan, China and the other international countries. Second, from some supporting papers and collected second-hand information, it is clearly to learn “My Beauty Diary” marketing strategies and brand management in different markets and thus find out the crucial factors to its success. Finally, some effective operations strategies are proposed and may be the reference for Taiwan local cosmetics industry when developing a business model for its own brand to become international. The biggest opportunity for Taiwan cosmetics brands lies in the Chinese market and the emerging countries in Southeast Asia. It is because Taiwanese fashion and beauty culture has a great influence on the Greater Chinese Societies. However, whether or not a brand of Taiwan can be successfully developed in oversea markets is still determined by the business performance of the brand in its original country. If Taiwan cosmetics and skin care products explore to continually market and become globalized, there two important factors as follows. 1)The marketing position of a brand has to be accurate. 2)The marketing strategies of a brand need to keep innovative and reflect the life-style of key customers. Based on the above key principles, a brand can precisely communicate with the right consumers and further promote their loyalty and recognition to the brand. In the market of China, a brand shall be initially introduced to the major sales channels / East China and then gradually introduced to second sales channels / areas. In the other international markets, the brand operation shall focus on the selected product items and the countries. Since brands from Taiwan are usually run by small- and medium-sized enterprises, it is hardly to compete with well-known international brands in terms of invested marketing resources. To conclude, if a Taiwan brand product can be successfully launched in the global market, it is important that a company shall put its effort in carefully developing markets like the Chinese market and the emerging countries in Southeast Asia rather than pursuing an increasing number of countries where the products are marketed.