面膜載體類型研發趨勢與顧客需求行為的分析

台灣誕生的第一個面膜品牌為「雪婷」，帶動了片狀面膜的市場，除了國內面膜銷售量大增，台灣面膜出口成長率5年來成長超過了100% 。目前許多品牌除了針對具有功效的成分宣傳外，也有少數的公司開始重視面膜載體材質，將其成為行銷策略的一環。本研究整理台灣面膜載體產業現況，包括載體類型、載體功效、製造流程及產業特性並以我國專利資料庫檢索我國面膜載體專利資料及顧客需求行為問卷資料，分析出台灣面膜載體相關技術之專利布局現況，勾勒出台灣技術專利布局，並探討台灣面膜載體類型需求行為比較其類型與功效研發趨勢與顧客需求行為的差異也探求兩者的關係，期給予面膜載體產業作為制訂產品研發設計方向。研究對象為我國面膜載體企業專利共136筆，問卷發送154份，有效問卷154份，分析項目包括歷年申請件數、IPC國際分類號、國家別、發明人、技術功效矩陣分析及交叉分析等，研究結果發現，台灣面膜載體技術研發主軸為「製程」技術、台灣面膜載體主要以生物纖維、保濕功效為研發趨勢、不同年齡、面膜支出最在意載體的滿意度、不同年齡、居住地最在意面膜功效、竹炭纖維是載體顧客滿意度最高、面膜功效以保濕功效需求度最大、面膜載體「生物纖維」研發趨勢但不合適此次研 II 究對象，面膜「保濕」功效，技術研發趨勢較符合消費者偏好，並提出以下建議：後續學者可進一步納入除了載體外的其他面膜之技術名詞，使專利檢索策略更完整，呈現我國面膜專利技術布局並增加其他國家區域能更了解其他國家的面膜產業技術趨勢及將問卷發放到實體通路及其他使用者採用焦點團體訪談深入了解不同載體材質的使用行為分析。

關鍵字

專利分析；面膜載體；技術研發趨勢；顧客行為分析

並列摘要

The first mask brand born in Taiwan was "Xue Ting", which drove the market for sheet masks. In addition to the large increase in domestic mask sales, the growth rate of Taiwan mask exports has grown by more than 100% in the past five years. At present, many brands have not only promoted the promotion of effective ingredients, but also a few companies have begun to attach importance to the mask carrier material, which has become a part of the marketing strategy. His study collated the current situation of Taiwan mask carrier industry, including carrier type, carrier efficacy, manufacturing process and industrial characteristics, and used our patent database to search the patent data of Chinese mask carrier and customer demand behavior questionnaire data, and analyzed the patent layout of Taiwan mask carrier related technology. At present, the layout of Taiwan's technology patents is outlined, and the differences in the types of demand and behavior of Taiwan's mask carriers are discussed. The relationship between the type and efficacy of R&D trends and customer demand behaviors is also explored. The mask carrier industry is Student ID：M10574003 Title of thesis：Analysis of R&D Trends and Customer Demand Behavior for Facial Mask Total pages：134 Name of insitute：National Pingtung University of Science and Technology, Graduate Institute of Management of Innovation and Technology Graduate date：January, 2019 Degree Conferred：Master Name of student：Tai-Hong,He Adviser：Huseh -Chao Chin The contents of abstract in this thesis： IV given as the direction for product R&D design. The research object is 136 patents of mask carrier enterprises in China, 154 questionnaires and 154 valid questionnaires. The analysis items include the number of applications over the years, IPC international classification number, country, inventor, technical power matrix analysis and cross analysis. The research found that Taiwan's mask carrier technology research and development spindle is "process" technology, Taiwan mask carrier mainly uses bio-fiber, moisturizing effect as the research and development trend, different ages, mask expenditure, the most concerned about the carrier's satisfaction, different ages, residence most care mask Efficacy, bamboo charcoal fiber is the carrier's highest customer satisfaction, the mask effect is the most demanding moisturizing effect, the mask carrier "biofiber" research and development trend is not suitable for this research object, the mask "moisturizing" effect, the technology research and development trend is more in line with consumer preferences And put forward the following suggestions: follow-up scholars can further include the technical terms of other masks other than the carrier, so that the patent search strategy is more complete, presenting the layout of the mask technology in China and increasing the regional technology trends of other countries in other countries. Distribute the questionnaire to the entity And other road users using focus group interviews in-depth understanding of usage behavior of different carrier materials analysis.