男性保養品市場正逐步成長中,因此,分析男性保養品的市場區隔與消費行為,從中開發出適配的產品至為重要。有鑑於此,我們以定位分析方法探討男性保養品市場區隔及新產品企劃方向。本研究經分析,萃取出消費者購買男性保養品考慮因素之三個因子:品牌形象、產品特徵、產品效益。以此三個因子為基礎,經迴歸分析分別得三個因子的標準化係數值分別為0.516(品牌形象)、0.285(產品特徵)、0.399(產品效益)。以此三個值求得理想向量,將目前市面上的九個品牌定位,繪於三張男性保養品知覺圖中。最後依定位分析結果,進行男性保養品之SWOT分析,可供廠商進行新產品企劃之參考。
Nowadays, the fields of skin care products are with keen competition. The market growth of male skin care products is progressively increasing. Therefore, it is very important to find out male consumers' preferences and consumer behavior of skin care products. In our research, we conducted positioning analysis to find out consumers' behavior and preferences of male skin care products. According to our analysis, we categorized the attributes into three categories which are ”product image”, ”product features”, and ”product utility”. Finally, according to our research, we conducted male skin care products' SWOT analysis. We hope that our findings can be useful suggestions to manufacturers.