通往美麗的陽關道與獨木橋
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Date
2020
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Abstract
本研究以台灣美妝保養產業的實際營運狀況為主，探討國內外四個具代表性的化妝品品牌個案，研究分析其線上線下的零售通路營運模式。在現今大家都聚焦在O2O的商業模式下，如何完整的串聯線上與線下通路，讓消費者可以透過虛實整合而有更好的消費體驗，享受更多元的服務與附加價值。
本研究訪談具經歷的美妝產業從業人員，藉由他們所闡述的實務現況，來探討過去以具質感的產品包裝、產品實際接觸試用、專人詳細解說、貼心服務，著重在消費體驗的傳統行銷方式的美妝保養品牌，如何採取的數位行銷手法，以滿足現今消費者在線上搜尋口碑、比較價格的消費者習慣，引領消費者到線下實體店舖試用，進而完成線上或線下購買。研究結果則希望能真實呈現美妝保養品產業的虛實整合實況，提供能夠完美結合線上及線下達到績效最大化的建議，並成為未來美妝保養產業的各型企業在進行線上線下通路營運策略時的決策參考依據。
The study explores online and offline integration/disintegration in skincare industry. By collecting primary and secondary data, this study examines whether skincare brands actively engage in omni-channel strategy. Four brand, SK-II, ESTEE LAUDER, DR. WU and DR. CINK are selected to probe the research question. The results show that online and offline operation are fairly independent. Potential explanations and suggestions are also provided.
The study explores online and offline integration/disintegration in skincare industry. By collecting primary and secondary data, this study examines whether skincare brands actively engage in omni-channel strategy. Four brand, SK-II, ESTEE LAUDER, DR. WU and DR. CINK are selected to probe the research question. The results show that online and offline operation are fairly independent. Potential explanations and suggestions are also provided.
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Keywords
美妝保養品, 虛實整合, 體驗行銷, 口碑, cosmetics, Online to offline (O2O), Clicks-and-mortar, Experiential Marketing, Word of mouth (WOM)