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| Title: | 東西方化妝品公司經營策略之比較－日本資生堂集團和法國香奈兒集團之個案探討 |
| Authors: | 張佩婷 |
| Contributors: | 管康彥
張佩婷 |
| Keywords: | 化妝品公司
經營策略
資生堂
香奈兒 |
| Date: | 2004 |
| Issue Date: | 2009-09-18 13:27:37 (UTC+8) |
| Abstract: | 充滿競爭的化妝品市場裡，充斥著國際各大廠牌的身影，如何在這艱難的環境中獲得生存的空間，著實是組織的一大挑戰，而策略則是協助組織進行戰鬥的重要利器。本研究簡單地將市場上化妝品公司分做東西方兩大區塊，各選擇一家個案公司做比較，分別是日本資生堂和法國香奈兒，試圖比較兩方在經營策略上的相異性，以期提供相關企業營運上之參考。另外，也從中發掘適用於其它產業之管理意涵。
本研究所進行之策略比較包括有產生策略的基石：企業文化、願景與使命，再來則是探討內外部環境面的情況，接著則會針對集團多角化策略、創新研發策略、企業形象策略、顧客導向策略及行銷策略做分析與比較。
總結來說，兩家個案公司會產生差異性的原因事實上和原先所預設的並不相同，反而可能是因為上市與否而產生影響，例如：研發與行銷策略是最為明顯的結果；不過，有些策略的背後意義仍然還是相同的，例如：國際化的企業形象與顧客導向的概念，方向頗為一致。
而對於此產業的分析產生了一個很重要的結論，這樣的想法其實不只適用在化妝品產業，而可以延伸至其它事業領域，那就是＂虛實整合＂的做法。現代企業不只是要在產品原先功能或利益上下功夫，更重要的其實則是要注重產品整體的設計感、服務的流程、店面的擺設等感性層面的包裝。今日的顧客對於感官及心靈上的需求滿足加重，純粹功能面的考量已無法對他們產生吸引力，他們要的是能夠讓人驚嘆的瞬間，甚至只是一份感動。因此在未來，組織必須要有能力結合這兩者的力量，找出自己獨特的道路，才能夠在萬人眼中獲得最為深刻的永久注目。
Cosmetics industry is really a competitive field. It is full of many famous global brands. It is exactly a big challenge for the companies to survive, and strategy definitely a good weapon to fight in this world. This thesis simply divides these cosmetics companies into two blocks, which are eastern and western companies. For each side, it chooses one suitable company for studying, they are Shiseido and Chanel. It tries to compare their business strategies to provide some opinions for related organizations. Also, it finds a useful management implication for other fields.
This thesis compares many important strategic points, including organizational culture, vision and mission. Also, it discusses the external and internal environmental situation. Finally, it comprises the analysis of some crucial strategies, including diversification, R&D, organizational image, customers-orientation and marketing.
The reason that two companies are different from each other is not quite the same as the hypothesis we think. Unexpectedly, they are influenced by the ownership situation. But some concepts behind the strategies are still familiar, such as international business image and customer-orientation thoughts.
There is a really important conclusion derived from this thesis and can be applied to other fields. The modern organizations should combine the physical and sensitive parts of products. They should not just focus on the original benefits or functions of a product, more critical thing is to care about the intangible side, such as packaging, services, design…etc. The product should be attractive from the first sight when customers see it and even can let them feel touch. In the future, companies ought to combine the power of these two sides and also be differential from each other. |
| Reference: | 中英文期刊報紙（英文部份依照作者名字字母排列，如無作者則放在最後；中文部份依照出版年份排列）
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153. Theresa Callaghan （2004）, “Strengths of SCIENTIFIC RESEARCH”, Global Cosmetic Industry. Vol.172, Iss.4, pp.60-63.
154. Thomas K. Grose、Margaret Mannix & Tim Smart（2004）, “Charge of the business brigade; Strategy”, U.S. News & World. Vol.136, Iss.3, p.Ee.14.
155. Thomas Tan Tsu Wee（2004）, “Extending human personality to brands: The stability factor”, Journal of Brand Management. Vol.11, Iss.4, pp.317-330.
156. Todd D Jick （2001）, “Vision is 10%, implementation the rest”, Business Strategy Review. Vol.12, Iss.4, p.36.
157. Topalian, Alan （1984）, “Corporate Identity: Beyond the Visual Overstatements”, International Journal of Advertising. Vol.3, Iss.1, pp.55-62.
158. William Makely （2004）, “Being the Beauty, Being the Brand”, Global Cosmetic Industry. Vol.172, Iss.1, pp.3-5.
159. William W George（2001）, “Medtronic’s chairman William George on how mission-driven companies create long-term shareholder value”, The Academy of Management Executive. Vol.15, Iss.4, pp.39-47.
160. Wood, Ronald A、 Lachaud, Annie（2000）, “Outlook by the top firms in our industry”, Cosmetics. Vol.28, Iss.1, p.55.
161. Yumiko Ono（1999）, “Japan’s Shiseido, Intent on Shopping, finds Little to Buy---Cosmetics Maker Laments As world Beauty Giants Snatch the Top Brands”, Wall Street Journal. September, 16, p.A.24.
162. “Brand integrity”, Brand Strategy. 2003/08, p.31.
163. “Brands on the catwalk”, Brand Strategy. 2004/04, p.32.
164. “Business Competition: MAKE-UP KING: Founded in 1872, Shiseido had long been Japan’s cosmetics-maker of choice”, Asiaweek. 1996/08/16
165. “Chanel maintains its cutting edge”, Cosmetics. 1995/03, Vol.23, Iss.2, p.60.
166. “Commitment to excellence: for over 123 years, Shiseido’s philosophy has been dedicated to the highest standards of product and service”, Cosmetics. 1995/01, Vol.23, Iss.1, p.24.
167. “NEC Wins Order for Shiseido’s POS System”, Jiji Press English News Service. 2001/07/10, p.1.
168. “Retailers part 1: how cosmeticians and beauty advisors fit into the daily operations of various retailers”, Cosmetics. 1996/01, Vol.24, Iss.1, p.16.
169. “Shiseido Begins Sales in Slovenia”, Jiji Press English News Service. 2001/06/04, p.1.
170. “Shiseido Chief Wants to See Increased Sales Abroad”, Knight Ridder Tribune Business News. 2003/09/10, p.1.
171. “Shiseido Dispatches Beauty Experts to China to Promote Sales”, Knight Ridder Tribune Business News. 2004/02/20, p.1.
172. “Shiseido Entering China’s Shampoo and Conditioner Market”, SinoCast China Business Daily News. 2003/07/17, p.1.
173. “Shiseido’s first Western Hemisphere beauty institute”, Cosmetics. 1997/09, Vol.25, Iss.5, p.46.
174. “Shiseido Launches Cosmetics in Slovakia”, Jiji Press English News Service. 2000/12/25, p.1
175. “Shiseido Plans Reorganization to Beef Up Sales Force”, Jiji Press English News Service. 2001/02/21, p.1
176. “Shiseido to Establish Sales Unit in Brazil”, Jiji Press English News Service. 2001/01/23, p.1.
177. “Shiseido to Open Specialty Chain Stores in China”, Jiji Press English News Service. 2003/09/25, p.1.
178. “Shiseido to Sell Men’s Cosmetics in China”, Jiji Press English News Service. 2001/08/30, p.1
179. “Shiseido to Start Online Cosmetics Sale”, Jiji Press English News Service. 2000/07/31, p.1.
180. “Shiseido to Start Sales in Ukraine, Oman, 4 Others”, Jiji Press English News Service. 2001/10/22, p.1.
181. “Shiseido Sets Up Research Firm in China”, Jiji Press English News Service. 2001/12/25, p.1.
182. “Shiseido Unveils New Skin Care Brand for China”, Jiji Press English News Service. 2001/03/08, p.1
183. 高希均（民74），「企業形象─良性循環的原動力」，天下雜誌七月號
184. 高希均（民74），「企業形象廣告專輯─創造企業的形象」，天下雜誌七月號
185. 榮泰生（2002），「價值行銷的六大原則」，哈佛企管報
186. 孟祥傑，「大考校系巡禮－點子王 設計系招你來」，聯合報，2004/7/24
187. 單小懿，「香華天東京成立旗艦店」，民生報，2004/05/18
188. 石依潔和楊淑茵（2004），「漂亮喝出來」，ELLE雜誌八月號，p.82
189. 「積極補水+50%（香奈兒化妝品廣告扉頁）」，ELLE雜誌八月號
英文書籍（依照作者名字字母排列）
1. Alfred D. Chandler, Jr. （1991）, “Strategy and Structure: Chapters in the History of the American Industrial Enterprise”, The MIT PRESS. Seventh Edition
2. Ansoff, H. I. & E. J. （1965）, “Corporate Strategy”, New York: McGraw-Hill.
3. Boulding, K. E. （1956）, “The image: Knowledge in life and society”, New York: The University of Michigan Press.
4. Dan E. Schendel & Charles W. Hofer （1979）, “Strategic Management: A New View of Business Policy and Planning”, Little, Brown and Company
5. Glenn Boseman & Arvind Phatak （1989）, “Strategic Management: Text and Cases”, John Wiley/Sons. Second Edition
6. Kotler, P. （1997）, “Marketing management: Analysis, planning, implementation and control”, New Jersey: Prentice Hall. Ninth Edition
7. Lawrence R. Jauch & William F. Glueck （1988）, “Business Policy and Strategic management”, McGRAW-HILL Book Company. Fifth Edition
8. Meadow, H. L.（1999）, “Great internal service creates great external service.” In Zemke, R. & Woods, J. A. Eds., Best practices in customer service. USA: AMACOM.
9. Ott, J. S.（1989）, “The organizational culture perspective”, Chicago: Dorsey Press.
10. Paul, P. J. & Olson, J. C. （1987）, “Consumer behavior: Marketing strategy perspectives”, New York: Richard D. Irwin Inc.
11. Pfeff, J. & Salancik, G. R. （1978）, “The External Control of Organizations: A Resource Dependence Perspective”, New York: Harper & Row
12. Porter, M. E. （1985）, “Competitive Advantage”, New York: Free Press.
13. Robbins, S. P. （1990）, “Organization theory: Structure, design, and application”, New Jersey: Prentice-Hall
14. Samuel C. CERTO & J. Paul Peter （1991）, “Strategic Management: Concepts and Applications”, McGRAW-HILL INC.
15. Seybold, P. B. （2001）, “The customer revolution: How to thrive when customers are in control”, Random House, Inc.
16. Thomas J. McNichols （1977）, “Executive Policy and Strategic Planning”, McGraw-Hill, Inc.
17. Walters, C. G. （1978）, “Consumer behavior: A integrated framework” New York: Richard D. Irwin Inc.
18. Weitz, Barton A. & Robin Wensley （1984）, “Strategic Marketing: Planning, Implementation, and Control”, Kent Publishing Company
19. Wrigley, L.（1970）, “Divisional Autonomy and Diversification. Unpublished Doctoral Dissertation”, Harvard Business School Press.
中文書籍（依照出版年份排列）
1. 許是祥譯（民54），H. lgor Ansoff原著，「企業經營策略」，前程企業管理公司
2. 許士軍（民70），「管理學」，台灣東華書局股份有限公司
3. 黃宏義譯（民74），大前研一原著，「策略家的智慧」，長河出版社
4. 蔡正雄譯（民74），Michael E. Porter原著，「競爭策略」，華泰書局
5. 彭德中譯（民79），河野豐弘原著，「改造企業文化：如何使企業展現活力」，遠流出版社
6. 藍碧珠譯（民79），座間平治原著，「以形象戰略為動機之形象調查」，日本企業形象大對決，卓越
7. 楊錦洲（民83），「方針管理」，中華民國品質學會
8. 鄧成連（民88），「設計管理－產品設計之組織、溝通與運作」，亞太圖書出版社
9. 吳思華（民89），「策略九說－策略思考的本質」，臉譜出版：城邦
10. 司徒達賢（民90），「策略管理新論－觀念架構與分析方法」，智勝文化
11. 司徒達賢（民90），「策略管理新論」，智勝文化
12. 許中南譯（民91），西村克己原著，「經營管理策略」，維德文化
13. 張逸民（民91），「EMBA企業經營策略」，華泰文化事業公司
論文（依照出版年份排列）
1. 許尤祖唐（民85），「經營策略、組織結構與績效關係之研究－台灣區銀行業之實證研究」，中國文化大學國際企業管理研究所碩士論文
2. 李裔武（民87），「台灣資訊服務業經營策略與組織系統流程」，國立政治大學企業管理學系碩士論文
3. 鄧貴卉（民88），「社會責任、公司形象、服務品質與顧客忠誠度之相關性研究：以壽險業為例」，中正大學企業管理研究所未出版之碩士論文
1. 林義屏（民89），「市場導向、組織學習、組織創新與組織績效間關係之研究－以科學園區電子產業為例」，中山大學企業管理研究所博士論文
2. 蔡宜菁（民90），「國際觀光旅館之高階經營團隊、組織結構、經營策略、關鍵成功因素與績效之關聯－以台灣國際觀光旅館為實證」，成功大學企業管理研究所碩士論文
3. 黃韋仁（民90），「形象策略、品牌權益與顧客終身價值關係之研究－以咖啡連鎖店類型之實證」，中原大學企業管理研究所碩士論文
4. 巫永財（民91），「經營策略類型與經營績效關連性之研究－電子資訊業為例」，國立台灣科技大學管理研究所碩士論文
5. 溫正忠（民91），「影響化妝品品牌權益因素之實證研究」，元智大學管理研究所碩士論文
6. 葉香麟（民91），「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」，銘傳大學管理科學研究所碩士論文
7. 陳毅明（民92），「銷售服務業的人力資源管理活動對顧客關係管理效益之影響－以醫療銷售業為例」，中山大學人力資源管理所碩士在職專班碩士論文
資生堂一般性資料
□ 2003年日本資生堂研究中心參訪內容及公司所贈予之書面資料
□ 2003年及2004年日本資生堂網站年度報告書
□ http://www.shiseido.com.tw 資生堂台灣企業網站
□ http://www.shiseido.com.jp/story/html 資生堂日本企業網站之資生堂歷史介紹
□ http://www.shiseido.com 資生堂美國英文企業網站
□ http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/employment/2003-01/17/content_732072.htm 新華網，「資生堂社長池田守男：崇向自然的人」，徐輝，2003/02/17
□ http://yilan.url.com.tw/travel/travel-000307.htm 「東京美食之旅（下）」，Yilan，2000/03/03
□ http://www.libertytimes.com.tw/2003/new/mar/15/life/fashion-4.htm 自由時報電子新聞網，「資生堂銀座大廈品嘗洋食看夜景」，宋欣穎
□ http://www.cityxtra.com.hk/content/314/d01.html 「盛夏日本資生堂記」，黃源順，2000
□ http://udn.com/SPECIAL_ISSUE/LIFESTYLE/Cosmetic/29/htm 聯合新聞網 「化妝品牌的故事 資生堂篇」，盧介華
□ http://issue.udn.com/LIFESTYLE/Cosmetic/06/p1.htm 聯合新聞網，「化妝品牌的故事 CARITA篇」，盧介華
□ http://china.kyodo.co.jp/big5.cnv/keizai/20011130-53.html 「資生堂強化對華銷售戰略」
□ http://www.tcvb.or.jp/ch/gold/harajuku.htm 「原宿•表參道•青山 領略時尚觀光路線」，SHIOU-SHIOU CHEN
□ http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/st/2003-03/06/content_762415.htm 新華網，「日本新產品 國人先享用 瘦素香料內衣」，2003/03/06
□ http://www.twjp.org.tw/mgs/91/new_page_5.htm 「創造暢銷品的三大秘訣，突破年齡、性別及使用頻率的障礙」，(原稿摘自日經商業週刊)，2001/12/17
□ http://hercafe.yam.com/hertalk/herbeauty/beautyhealth/200209/10/173019.html HerCafe女人-窈窕美麗-彩妝保養，「Shiseido東洋魅力」，（原稿來自ELLE雜誌），2002/09/10
□ http://www.boomjp.com/business/new/teji/shiseido/shiseido_1.htm 「资生堂 历史」
□ http://www.7cworld.com/szzk/n11/ca194355.htm 深圳週刊，「美丽资生」，何微，2003/03/01
□ http://bj.sina.com.cn/s/20011116/24764.shtml 「魅力无穷的东方品牌」，2001/11/06
□ http://www.bjlhy.com/vi-37.htm 「SHISEIDO」
□ http://www.epochtimes.com/b5/4/3/22/n489891.htm 「日本資生堂化妝博物館將在銀座開幕」
□ http://www.libertytimes.com.tw/2001/new/aug/20/today-e8.htm 自由電子新聞網，「美白商品 炎夏熱戰」，卓怡君，民90年08月20日
□ http://www.libertytimes.com.tw/2001/new/apl/3/life/fashion-2.htm 「美白，妳是不褪色的金蛋？」張啟華，民90年04月03日
□ 葉立莘（民90），「東京恰拉」，朱雀文化
□ 陳彥蓉，「Shiseido shiodome全新企業總部」，時報週刊1318期，2003/05/27~2003/06/02
□ 時尚雜誌－「日本化妝品品牌故事」，美人季刊第四期，2004年7月，千晶文化事業股份有限公司
□ 台北遠東百貨寶慶店資生堂國際櫃T小姐說明
香奈兒一般性資料
□ 2004年香奈兒台灣分公司化妝品事業部總經理訪談
□ http://www.chanel.com.tw 香奈兒中文企業網站
□ http://udn.com/SPECIAL_ISSUE/LIFESTYLE/Cosmetic/07/htm 聯合新聞網，「化妝品牌的故事 香奈兒篇」，盧介華
□ http://yilan.url.com.tw/wine/wine-000229.htm 「Chanel旗下也有葡萄酒」，2002/02/29
□ 陳秀娟譯（民84），艾克塞梅德生原著，「香奈兒－特立獨行的服裝設計女王」，月旦出版社股份有限公司
□ 陳燕珍譯（民84），David Bond原著，「可可香奈兒－時尚代言人」，牛頓出版股份有限公司
□ 林說俐譯（民88），Janet Wallach原著，「香奈兒－火與冰的女人」，大塊文化
□ 時尚雜誌－「CHANEL SUPER COLLECTION」，2003-2004中文版專集
□ 時尚雜誌－「化妝品品牌故事－歐洲篇」，美人季刊第三期，2004年2月，千晶文化事業股份有限公司
一般網路資料
□ http://140.127.193.52/industry/htm/210-08.htm 「化妝品工業」，李國貞
□ http://www.bil.com.tw/page5-2.htm 「我國的化妝品管理與產業發展」，王金源教授
□ http://www.evta.gov.tw/employee/emp/001/005/a063/12.htm 「化妝品產業簡史」，台灣資生堂美容教育經理葉素珍，民82
□ http://www.doh.gov.tw/NewVersion/index.asp 行政院衛生署網站
□ http://www.itri.org.tw/chi/components/jsp/showieknews.jsp?file=templatedata\\services\\ieknews\\data\\h2401-B01-40076-3D32_utf8.dcr 工研院網站，「大陸化妝品市場新格局」，經資中心生醫組研究員黃博偉，2004/05
□ http://www.tdctrade.com/alert/chwto0011ac.htm 香港貿易發展局之市場調查，2000
□ http://www.cych.org.tw/cch/magazine/maga1.htm#6 「皮膚的面子問題－認識化妝品（一）」，陳俊成，嘉基院訊第六十三期，民85
□ http://www.ad-e.cn/Originality/detail.asp?action=15&id=15 「实战企划之基本原则（化妆品）」，孔明臣，2004/02/16
□ http://www.kmu.edu.tw/campus/newera/ 「高雄醫學大學－校園生活－新世紀論壇」，高雄醫學大學藥學院香妝品學系教授吳秀梅
□ http://www.pu.edu.tw/~cosmetic/news/word02.mht 「我國保養化妝品市場的背景與發展趨勢」，靜宜大學化妝品科學系教授賴貞秀
□ http://www.gpdeva.com.tw/taiwan/about/company/company.htm 「關於香華天公司」
□ http://www.itis.org.tw/viewreporter.jhtm?WSOPTION=searchRptByAll 「個人保養用化妝品專題」，楊慶昌，1996/07/01；「藥妝品之發展趨勢」，羅淑慧，2003/10/31；「南韓化妝品產業快速成長」，羅淑慧，2004/05/27
□ http://fda.tmu.edu.tw/cproduct_102.htm 「原生美學（二）∼吃的化妝品」，美國加州大學藥學博士鄭慧文，民86
□ http://fda.tmu.edu.tw/cproduct_001.htm 「化妝品產業的新興趨勢（原文刊載於現代美容國際中文版第93期）」，美國加州大學藥學博士鄭慧文，民86
□ http://www.cepd.gov.tw/2008/2008Rev-20030106.pdf 行政院網站，「挑戰2008－國家發展重點計劃」，2003/01/06，p. 97-98
□ http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/herald/2004-02/12/content_1311295.htm 新華網，「購併羽西 歐萊雅打響中國征服戰」，2004/02/12
□ http://big5.chinabroadcast.cn/gate/big5/gb.chinabroadcast.cn/2201/2004/05/10/401@154260_1.htm 世界新聞報，「俄羅斯女性崇尚化妝主義」，2004/05/10
□ http://www.cycu.edu.tw/~alumni/good/good92-7.asp 「傑出校友黃冠賢介紹」
□ http://www.books.com.tw/magazine/item/bio1009.htm 「對內技術與法律遭遇困境，對外面臨通路問題！台灣生技美容發展面臨瓶頸？！」，鄒珮珊，2003/10
□ http://www.books.com.tw/magazine/item/bio1009.htm 「全球生技業搶搭千億化妝品市場－生技美容締造BIO美麗新世界！？」，鄒珮珊，2003/10
□ http://www.taisun.com.tw/lovefamily_25/new%20page_2.htm 「當西方遇上東方∼談文明、斯文與禮貌」，南方朔
□ http://www.e68.com.hk/military/specwriteup/03051301sunziallwin.htm 國防報，「實現利益的最好方式是非戰談軍事謀略的＂全勝策＂」，2003/05/13
□ http://www.n-mart.com.tw/docs/c05.htm 「楊旭平－美的物語（二）－美容化妝」
□ http://big5.51fashion.com.cn:82/gate/big5/www.51fashion.com.cn/51Articles/2003-11-14/23096.shtml 「化妝品中必不可少的口紅」，2003/11/14
□ http://www.fibronet.com.tw/member/dfmg/dfmg/df107-042.asp 「芳香纖維Esprit De-Fleur」
□ http://life.jztele.com/woman/xscd.htm 「香水歷史」
□ http://www.xinhuanet.com 新華網，「男性化妝品市場金礦開採未成熟」，鄧雪靈，2004/06/17
□ http://big5.chinabroadcast.cn/gate/big5/gb.chinabroadcast.cn/3821/2004/07/07/153@223010.htm 國際在線，「男用化妝品將成為行業新的經濟增長點」，張南，2004/07/07
□ http://www.bgo.com.tw/contact/4th.asp?goods_ser=BGO0002423 BGO美集合美妝網
□ http://www.sinica.edu.tw/as/survey/research/tt3.htm 「抽樣方法簡介」
□ http://www.emba.com.tw/emba/column/brand2.asp 「品牌行銷的社會效益」，陳時奮，2002
□ http://www.ieatpe.org.tw/magazine/148i.htm 貿易雜誌網路版，「用策略打造企業競爭力！」，朱成，148期，2004年5月16日
□ http://www.ecct.com.tw/euroview/issue57/euroview_article76.php
「French Cosmetics and Fragrances in Taiwan」 |
| Description: | 碩士
國立政治大學
企業管理研究所
91355013
93 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0091355013 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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