台灣時尚消費市場新趨勢－韓式美妝店行銷策略研究

時尚消費市場不該只是名牌、專櫃、精品店等高級消費市場代言詞；針對大眾流行文化層次的消費市場更是時尚產業之大宗，許多大眾流行產業在開發產品的過程中，更應該注重消費者對於該品牌的價值，創造出無可替代的新奢侈品。現今隨著生活型態的改變，台灣民眾的消費趨勢也起了變化，除了轉向喜好精緻化產品外，也注重個人風格品味的追求。受韓劇「文化先行，產品後至」的影響，近來年台灣美妝市場吹起一股難以抵擋的韓流旋風，表現出韓式美妝店獨特的經營與行銷方式。本研究選擇「THE FACE SHOP」、「MISSHA」和「SKIN FOOD」三家較具規模且穩定成長的品牌，以文獻探討、消費者問卷調查及店家訪談等方法，探討台灣消費者對韓式美妝店的觀感評價及分析韓式美妝店各品牌在台灣市場的行銷策略，希望研究結果能有助於消費者在面對時下眾多美妝品牌時能培養正確價值觀念及美妝產業之未來發展。

關鍵字

時尚消費；市場；韓式美妝店；行銷策略

並列摘要

The fashion consumption market is not only about the high-class consumption market of famous brands, counter bands and boutiques; instead, the popular fashion market is an even bigger share of the fashion industry. It is crucial for popular fashion industries to pay extra attention to consumers' value of the brands and create unique and irreplaceable luxuries. The trend of consumption in Taiwan has changed with the transformation of people's life styles. People turn to delicate products and start to pursue personal styles. Influenced by the culture of ”products impacted by cultures” in Korean dramas, the cosmetic market in Taiwan has been greatly influenced by Korean cultures during recent years, which has shown the unique marketing strategies of Korean cosmetic shops. Through data discussion, surveys on consumers and interviews with shop owners, this re search focuses on the following 3 large-scale brands with stable business: ”The Face Shop”, ”Missha” and ”Skin Food”, discusses the opinions of the consumers in Taiwan regarding Korean cosmetic shops and analyzes the marketing strategies of different Korean cosmetic brands in the Taiwanese market, hoping to help consumers establish correct value facing the current choices of different cosmetic brands, and help the future development of the cosmetic industry.