政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152432

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152432

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题名:	影響者行銷：探討 Instagram 美妝 KOC 與消費者關係管理 Influencer Marketing: Exploring the Relationship Management between Beauty KOCs and Consumers on Instagram
作者:	林玟汝 Lin, Wen-Ju
贡献者:	陳冠儒 Chen, Kuan-Ju 林玟汝 Lin, Wen-Ju
关键词:	美妝產業美妝保養品影響者行銷關鍵意見消費者 Instagram Instagram Beauty Industry Beauty and Skincare Products Influencer Marketing Key Opinion Consumer (KOC)
日期:	2024
上传时间:	2024-08-05 12:11:21 (UTC+8)
摘要:	近年來，國人對於美妝保養品的需求逐年上升，35% 的國人每月會夠買美妝保養品，且將近五成的消費者每月平均花費 3,000 元以下臺幣購買相關產品。因此，可以看見我國消費者對於美妝產品的需求龐大。該產業營業額於疫情後逐漸復甦，預計 2026 年臺灣美妝市場年收益將突破 6 億美元。不僅如此，美妝產業中的美妝影響者也是逐年增加，其中最多影響者使用的社群平台為 Instagram。在眾多影響者中，本研究將粉絲人數小於 1 萬名的奈米影響者定義為 Key Opinion Consumer（關鍵意見消費者，KOC），並在後續的研究中探討美妝產業中的 KOC 如何與粉絲進行互動進而鞏固與粉絲之間的關係。本研究以 RACE 模型作為基礎，透過半結構式的訪談了解粉絲購買美妝保養品的消費旅程，並在購買旅程中加入美妝 KOC 的角色，探討美妝 KOC 在不同階段如何影響粉絲的購買決策。本研究旨在了解美妝 KOC 與粉絲之間的關係，並將粉絲的訪談結果以 RACE 行銷漏斗作為收斂，而美妝 KOC 的訪談結果則收斂為三大策略。本研究為美妝 KOC 提出可以提高粉絲忠誠度的策略，幫助美妝 KOC 更有效地經營和管理與粉絲之間的互動關係。同時也可以作為品牌方挑選美妝 KOC 進行合作的依據，幫助品牌方找到較能與粉絲建立長遠關係的影響者。 In recent years, the demand for beauty and skincare products among Taiwanese consumers has been steadily increasing, with 35% of the population purchasing such products monthly. Nearly 50% of consumers spend an average of less than NT$3,000 on these products each month, indicating a substantial demand within this market. The industry’s revenue has gradually recovered post-pandemic, and it is predicted that the annual revenue of the Taiwanese beauty market will exceed USD 600 million by 2026. Additionally, the number of beauty influencers within the industry has been increasing yearly, with Instagram being the most widely used social platform among them. This study defines nano-influencers with fewer than 10,000 followers as Key Opinion Consumers (KOCs). This research aims to explore how KOCs in the beauty industry interact with their followers to strengthen these relationships. This study utilizes the RACE model as a foundation, employing semi-structured interviews to understand the consumer journey of purchasing beauty and skincare products. It incorporates the role of beauty KOCs into the purchase journey to understand how they influence followers' purchasing decisions at different stages. The goal is to comprehend the relationship between beauty KOCs and their followers, synthesize interview results into the RACE marketing funnel, and develop three key strategies for beauty KOCs. The study proposes strategies for beauty KOCs to enhance follower loyalty, assisting them in effectively managing and cultivating their interactions with followers. Additionally, it can serve as a reference for brands in selecting beauty KOCs for collaborations, helping them identify influencers who can establish long-term relationships with their followers.
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描述:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363040
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0111363040
数据类型:	thesis
显示于类别:	[企業管理研究所（MBA學位學程）] 學位論文

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