賴慧文Lai, Whuei-Wen許若薇Hsu, Juo-WEI2020-10-192025-12-312020-10-192020http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0007594104%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/112010本研究以一個新創品牌「RENATA-A漢方養髮」為主要案例，並包括另一延伸新創品牌「MARGE by RENATA頂級洗護系列」，探討臺灣消費者對髮品市場及產品的需求，以及新創品牌完整的誕生過程與行銷發展。 在完成此新創品牌及產品過程中，作者新創「黃金三角策略聯盟合作」模式，將(1)傳統洗護髮品工廠、(2)行銷企劃團隊及(3)高知名度藝人連結，三方合作，開創出成功的品牌及營銷模式進入市場。 具體而言，本研究：1. 結合臺灣MIT專業髮品品牌RENATA蕾娜塔，與經紀公司星之國際行銷企劃及藝人謝承均聯名合作，專業分工發揮各自價值與能力，能創造出三贏局面；2. 產品功能與藝人形象明確定位契合，對於品牌建立有顯著的影響；3. 產品於社群平台上以創新的體驗式行銷模式進行，大眾傳播與口碑式行銷並重；4. 新創品牌以臺灣竹山茶葉梗為基底，研發完成之環保減塑瓶器(全球第一)為容器，獲得消費者對品牌的高度認同。最後在論文完成期間，此新創品牌「RENATA-A漢方養髮」(及延伸品牌)得到品牌高知名度與實際銷售業績。The current study summarizes the birth and the results of the creation of a new brand "RENATA-A Hanfang Hair Care" (as well as its extended brand "MARGE by RENATA Top Care Series"). A new business model-Golden Triangle Strategic Alliance- is created by the author and is utilized to explore consumers' needs of hair products in Taiwan. In this alliance, (1) hair product factory (2) marketing firm, and (3) artists are working together to create a successful brand and a marketing model to enter the markets. In particular, the results are as follows: 1. Taiwan’s hair brand RENATA (with its own factory) collaborates with 星之國際(marketing firm) and the artist (謝承均). Such “Golden Triangle Strategic Alliance” gains high brand awareness and sales performance. 2. Our product function is clearly aligned with the artist's public image, resulting in a significant impact on successful brand building. 3. Experiential marketing campaigns are performed on the social platform, with equal emphasis on mass communication and word-of-mouth marketing strategy. 4. To our best knowledge, the new brand is the first one in the world which utilizes Taiwan's Zhushan tea stalks to make plastic bottle and wins high recognition from green-conscious consumers.黃金三角策略聯盟合作星之國際茶葉梗包裝體驗式行銷Golden Triangle Strategic Alliance CooperationRENATA-AAsian StarsTea Stalk PackageExperiential Marketing