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    Title: 台灣民生快消品(FMCG)產業經營績效與品牌通路之關聯性研究-以身體護膚護手品類為例
    A Study on the Correlation between in FMCG Industry Business Performance and Brand Channels in Taiwan -Case Study of Body Care Hand Care Products
    Authors: 楊逸茹
    Yang, I-Ru
    Contributors: 鄭宇庭
    楊逸茹
    Yang, I-Ru
    Keywords: 民生快消品
    品牌
    通路
    經營績效
    化粧品
    FMCG
    Business performance
    Brand
    Channels
    Date: 2018
    Issue Date: 2018-10-01 12:07:14 (UTC+8)
    Abstract: 化妝品產業是一個低風險、高毛利的產業,在全球消費市場因經濟不景氣及金融風暴的衝擊,消費市場的經營成效逐年的成長並不如預期般的快速成長,再加上消費者對於消費性商品的需求也不斷的在變化,消費市場的經營出現疲乏的現象,反觀化妝品產業的需求並未受到經濟環境的影響而受到嚴重的衝擊,這也是化粧品產業在消費市場的一項特色。近年來,環保意識抬頭,消費者在追求身體保養效果的同時,也希望帶給生態以及地球正面的效益,且市場需求也越來越多變,消費者在眾多商品之中不僅只是選擇有效的產品,產品本身的訴求更要符合消費者的期待,掌握消費者的習慣與消費趨勢也成為現代企業的首要目標。
    基於化粧品銷售型態的緣故,本研究考量經由N調查公司的化粧商品的銷售調查結果,探討國內消費者對於化粧品市場上的通路與品牌的喜好,據以提昇未來化粧品公司在行銷策略或經營的參考。本研究依據調查資料進行分析,分析結果如下:
    一、 身體護膚護手化粧品以DRUG為關鍵銷售通路。
    二、 便利性是護手化粧品銷售的重要影響關鍵因素。
    三、 妮維雅的身體護膚護手及身體護膚化粧品的平均每月銷售額度最高。
    四、 布蘭妮醫藥與德國小甘菊的化粧品牌實施高單價行銷策略。
    Reference: 一、 中文文獻
    1. 于慧君,2010,快速消費商品之零售通路演變與影響之先期研究,行銷與流通管理研究報告。
    2. 王錫蒼,2017,化粧品虛實通路供應商評選決策準則之比較,致理科技大學企業管理系服務業經營管理碩士班碩士論文。
    3. 尼爾森行銷研究顧問股份有限公司,2014,台灣市場總覽,台北。
    4. 李承陽,2004,書店品牌權益因素之研究,南華大學出版事業管理研究所碩士論文。
    5. 島口充輝,1995,創造顧客滿意行銷:21th追求企業成長的新建構,洪建全基金會出版。
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    7. 張祖蕙,2014,化妝品商品與顧客關係管理之關連性研究-以B公司為例,國立政治大學經營管理碩士學程碩士論文。
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    14. 楊珮民,2006,台灣地區食品產業通路權力之研究,第五屆兩岸產業發展與經營管理研討會,中國海南,頁1。
    15. 楊曉強,2016,工業品牌強度在泰國之通路行銷管理研究-以泰國 SMARTECH 公司為例,國立臺北科技大學EMBA 經管研究所碩士學位論文。
    16. 歐陽良裕,1995,基礎商用統計學,台北:華泰書局。
    17. 賴俊明,2004,不同產品涉入程度下通路型態與促銷方式對品牌權益的影響,國防大學國防管理學院資源管理研究所碩士論文。
    18. 謝文雀譯,1998,行銷管理-亞洲實例,台北:華泰文化事業股份有限公司,頁522。

    二、 英文文獻
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    4. Barry Berman & Joel R. Evans, 1995, Retail Management: A Strategic Approach, 6th ed., Pr entice- Hall.
    5. Boulding, W. and Lee, E. and Staelin, R., 1994, Mastering themix:Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?Journal of Marketing Research, 31(2), 159-172.
    6. Bronnenberg, B. J. and Mahajan, V. and Vanhonacker, W. R., 2000, The Emergence of Market Structure in New Repeat-Purchase Categories:The Interplay of Market Share and Retailer Distribution, Journal of Marketing Research, 37(1),16-31.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    105932096
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105932096
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.EMBA.093.2018.F08
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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