直銷公司美容保養品市場定位、價格策略與消費者認知之差異分析

The Positioning, Pricing Policy of Direct Selling Company and Perception of Customer on Cosmetic Products

王昭雄(Jau-Shyong Wang) ； 陳得發(Der-Fa Robert Chen)

《直銷管理評論》 1卷1期 (2007/09) Pp. 1-26

https://doi.org/10.6201/DSMR.2007.1(1).01

摘要

有鑑於直銷業的蓬勃發展，本研究主要比較直銷通路與傳統通路在定價策略上，其所考量之因素是否存在差異，並找出其關鍵影響因素。除此之外，我們試圖了解，在一般人印象中，“直銷產品價格比傳統通路偏高”這一句話是否屬實。最後，我們提供一些建議，以供業者及後續研究者參考。本研究結果發現，直銷公司保養品的價格與傳統通路的保養品公司產品價格相較，價格並無明顯偏高的現象。在定價策略方面，直銷公司較多採行形象定價策略及組合定價策略，較少採行滲透定價策略。在折扣促銷方面，直銷公司較常配合活動檔期，採行期間折扣的方式來促銷。在定價考量因素方面，直銷美容保養品公司仍以製造成本為主要考量，其次是考量產品定位。然而，就消費者而言，「品質的良好與否」仍是決定其是否購買的最重要因素。因此，直銷公司仍除了考量其製造成本外，仍要考慮其產品和競爭對手產品的差異性，才能決定其定價。

關鍵字

直銷 ； 美容保養品 ； 定價策略 ； 產品定位 ； 獎金制度

並列摘要

The direct selling is a personal selling. The income of a direct seller is a certain percentage of the product price. The direct seller is a consumer as well as a seller. When choosing a product, the direct seller considers not only his/her own need for the product but also the return on the investment of his/her time and effort. Therefore, the direct selling company will set its pricing policy in consideration of the market competition and the acceptance of the direct sellers. The price of the direct selling product is perceived higher than it should be. This research tries to study the positioning and pricing policy of direct selling products and compare their price with that of the traditional marketing channel products. The nutrition supplement product is the biggest product category in direct selling. However, it has no clear competitor in the traditional marketing channel, so we choose the cosmetic product that has clear counter parts in the traditional marketing channel as the example to study.
This study used personal interview and questionnaire survey as the research methods. We interviewed the top management of the top 9 direct selling companies about their positioning and pricing policy. We also surveyed the consumers about their perception on the quality and price of cosmetic product in the direct selling as well as the traditional channel. In addition, we compared the price of direct selling cosmetic products to the price of the counter parts in the traditional marketing channel.
In the study we found that most of the price of direct selling cosmetic products are lower than that of the general cosmetic products. In positioning and pricing strategy, direct-selling companies often adopted image pricing strategy but seldom adopted saturating pricing strategy. In promotion strategy, direct-selling companies often give discount for a certain period of time. In the factors affecting the pricing strategy, manufacturing cost was the major factor and the second was the product positioning. For most customers, the most important factor for them to buy the cosmetic product is quality. Therefore the manufacturing cost and the characteristics of the product must be taken into consideration for the direct-selling companies pricing policy.

並列關鍵字

Direct Selling ； Cosmetic Product ； Positioning ； Pricing Policy