美髮產業製造商行銷通路管理之研究

Abstract

目前，全球美髮產品市場發展潛力非常大，美髮產品市場已經發展成熟，走在全球市場的領先地位，引領了全球美髮產品市場的發展潮流。與全球其他先進國家市場相比，國內市場未來的市場發展空間相當大。如何掌握此種千載難逢的商機，快速地佈局國內市場，搶佔國內的市場佔有率，就成為了國內美髮產品廠商的關鍵性問題。在美髮產品行銷之中，行銷通路仍然發揮了重要的功能。通路為王，得通路者得天下。近年來，越來越多的企業精心地建構行銷通路管理脈絡，來獲得行銷通路網路上的先機，從而獲致快速的發展。運用通路來創造和獲致長期的競爭優勢，已經成為許多美髮產品製造商的第一選擇。I化粧品個案公司為國內美髮產品之製造商，其國內行銷通路建構之措施為，立足全國，定位高階產品，儘快地完成全國各地的佈局；供應身為大中型美髮沙龍店家供應商的涵蓋率；打造將美髮產品高階美髮沙龍供應商之經營模式；提升客戶實體體驗之滿意度；全力地開拓網路行銷通路，尤其是個人行動終端網路行銷通路。 在未來，I化粧品個案公司在對行銷通路的管理之中，必須提升對通路成員的鼓勵與物質激勵，在通路成員之間建立穩定而長久的合作關係，解決通路成員之間可能的衝突，加強對通路成員的績效評量等，以此來實現對行銷通路管理的提升與改善，進而獲致得更高及更穩固的國內市場佔有率，從而對國內美髮產品製造商提供經驗之借鏡。 I個案公司目前傾向的是多品牌行銷(與各區不同業務的合作，做不同品牌的開發，目前I個案品牌公司手上有合作的品牌有八種)，連鎖店，連鎖店客製化，在擁有資金優勢之後，優化工廠，優化I個案公司的主力品牌，讓I個案公司為台灣第一，再行銷國外。 I個案公司目前的整體行動解決方案為跟大型連鎖做獨家品牌，與藝人 KOL等有流量的媒體人合作，調整品牌的完整度與商品包裝的改善，與各區不同業務的合作，做不同品牌的開發」。 本研究針對三大研究問題所得出之研究結果如下:1.提出了美髮產品廠商建構多重通路的方法，2. 說明了經營多重通路的廠商所遭遇到的通路衝突，提出了如何解決通路可能衝突的解決方案3.提出了實現通路整合的方法與整體解決方案。

關鍵字：美髮產業製造商、數位轉型、策略、行銷通路、美髮沙龍市場。At the present, the global hairdressing product market has great potential for development. The hairdressing product market in Europe, America, Japan, Australia has matured, taking a leading position in the global market, and leading the development trend of the global hairdressing product market. Compared with the markets of other advanced countries in the world, the domestic market has considerable room for the future market development. How to grasp this once-in-a-lifetime business opportunity, lay out the domestic market quickly, and seize the domestic market share has become a key issue for the domestic hairdressing product manufacturers. In the marketing of hairdressing products, marketing channels still play an important role. The channel is king, and those who have channels are the winners. In the recent years, more and more companies have constructed the marketing channel management context to gain the first-hand opportunities on the marketing channel network meticulously and thus achieve a rapid development. Using the channels to create and obtain the long-term competitive advantages has become the first choice of many hairdressing product manufacturers.The cosmetics case company is a manufacturer of domestic hairdressing products. The measures for its domestic marketing channel construction are based itself on the country, positioning the high-end products, and complete the layout throughout the country as soon as possible; provide the coverage of the large and medium-sized hair salon store suppliers; Create a business model for high-end hair salon suppliers of hairdressing products; improve customer satisfaction with the physical experience; develop online marketing channels fully, especially the personal mobile terminal Internet marketing channels.In the future, in the management of the marketing channel, the cosmetics case company must improve the encouragement and material incentives for channel members, establish a stable and long-term cooperative relationship between the channel members, resolve possible conflicts between channel members, and strengthen the performance evaluation of the channel members, etc..., in order to achieve the promotion and improvement of marketing channel management, and then obtain a higher and more stable domestic market share, so as to provide a reference to the experience of domestic hairdressing product manufacturers.The current trend of I case company is the multi-brand marketing (cooperation with different businesses in various districts, and the development of different brands. At present, I case brand company has eight cooperative brands), chain stores, and chain store customization. After the capital advantage, optimize the factory, optimize the main brand of Renata, make Renata the first brand in Taiwan, and then market it abroad.The current overall action solution of I Case Company is to create an exclusive brand with large chains, cooperate with media people with traffic such as artists and KOLs, adjust the integrity of the brand and improve the packaging of products, cooperate with different businesses in various districts, and create different brands. development.The research results of this study are as follows:1. It proposes a method for hairdressing product manufacturers to construct the multiple channels.2. Explains the channel conflicts encountered by the operating multiple channels of the manufacturers ,The solution of how to solve the possible conflict of the channel is proposed.3. The method and the total solution to realize the integration of the channel are proposed.Keywords: Hairdressing Industry Manufacturers, Digital Transformation, Strategy, Marketing Channels, Hair Salon Market.