通往美麗的陽關道與獨木橋 Online and Offline Operation in Beauty Industry

dc.contributor 林舒柔 zh_TW
dc.contributor Lin, Shu-Jou en_US
dc.contributor.author 謝旻靜 zh_TW
dc.contributor.author Hsieh, Min-Ching en_US
dc.date.accessioned 2020-10-19T06:44:53Z
dc.date.available 不公開
dc.date.available 2020-10-19T06:44:53Z
dc.date.issued 2020
dc.description.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。 zh_TW
dc.description.abstract 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. en_US
dc.description.sponsorship 高階經理人企業管理碩士在職專班(EMBA) zh_TW
dc.identifier G0107590149
dc.identifier.uri http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0107590149%22.&%22.id.&
dc.identifier.uri http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/110673
dc.language 中文
dc.subject 美妝保養品 zh_TW
dc.subject 虛實整合 zh_TW
dc.subject 體驗行銷 zh_TW
dc.subject 口碑 zh_TW
dc.subject cosmetics en_US
dc.subject Online to offline (O2O) en_US
dc.subject Clicks-and-mortar en_US
dc.subject Experiential Marketing en_US
dc.subject Word of mouth (WOM) en_US
dc.title 通往美麗的陽關道與獨木橋 zh_TW
dc.title Online and Offline Operation in Beauty Industry en_US
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