品牌力與口碑行銷對新產品行銷之重要性分析與建議，以化妝品牌為例

Performance Analysis and Suggestion of Brand Influence and Word-of-Mouth Marketing to New Product Marketing — Take Cosmetics as an Example

董蕙瑄(Hui-Hsuan Tung)

指導教授 ： 陳瑀屏

國立臺灣大學/管理學院/國際企業學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001365

摘要

在化妝品產業中，新產品的孵化周期短，經常每年每季就會推出新品以吸引消費者目光，然而，在消費者選擇新產品的過程中，品牌力與口碑的影響力孰大孰小眾說紛紜，尤其在高度數位化的時代，消費者愈來愈習慣在購物前上網搜尋網路評論、使用心得等做為購買依據，是否衝擊以往品牌砸重資廣告品牌形象以提高品牌意識和建立品牌力的行銷效果是本研究的研究目標。
研究方法採用個案研究法，藉由網路次級資料的蒐集，綜合分析多品牌的品牌力或口碑指標，包含品牌價值、品牌關鍵字搜尋熱度、i-Buzz口碑數據和Urcosme使用心得累積篇數等，並以問卷形式蒐集初級資料驗證個案研究結果。
研究顯示，品牌力仍是影響消費者產生興趣的首要因素，而品牌所塑造的高社交價值也會使消費者更願意主動分享，幫助口碑和使用者原創內容的累積，再藉由口碑行銷影響消費者的最終決策，以此針對化妝品品牌提出新產品的行銷策略。

關鍵字

口碑行銷 ； 品牌力 ； 新產品 ； 化妝品

並列摘要

In the cosmetics industry, most brands launch new products frequently to attract consumers’ attention; in this regard, new product marketing is critical to brands. During the consumer journey, it is difficult to measure the influence of brand equity and word-of-mouth marketing respectively. The question remains whether online reviews have an impact on the effectiveness of traditional marketing campaigns for increasing brand awareness. The research thus aims to compare the effectiveness of brand building and word-of-mouth marketing.
In the research, a case study was conducted to comprehensively analyze the effectiveness of brand equity and word-of-mouth marketing through the indicators of brand value, keyword search volume, word-of-mouth data from i-Buzz research center and Urcosme, etc. The questionnaire survey was also conducted as a complement to verify the results of the case study.
The research suggests that the brand is still the most influential factor to attract consumers’ interests at the beginning of consumer journey. The high social value of brands drives the accumulation of user-generated content and improves word-of-mouth marketing. Once the brand image and awareness are built, word-of-mouth marketing will become increasingly important to impact consumers’ purchasing decisions. Based on the findings, the study proposes some strategic suggestions for new product marketing for cosmetics brands.

並列關鍵字

Brand Influence ； Brand Value ； Word-of-Mouth Marketing ； New Product ； Marketing ； Cosmetics

參考文獻

[1]Paul Chaney(2012). Word of mouth still most trusted resource says Nielsen; Implications for social commerce.

https://digitalwellbeing.org/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/

[2]Nielsen(2015). 口碑，最佳的廣告形式

https://www.nielsen.com/tw/zh/press-releases/2015/news-taiwan-trust-in-ad-2015-ch/

[3]全國法規資料庫:化妝品衛生安全管理法