董澤平吳彥濬Dong, Tse-PingWu, Yen-Chun詹艾庭Chan, Ai-Ting2022-06-082021-10-012022-06-082021https://etds.lib.ntnu.edu.tw/thesis/detail/3cf4cc50d621954190d1bf7507b7b2f2/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/118599不論是從全球、臺灣甚至是天然美粧保養品市場數據都可以得知市場規模、銷售額和市場價值都是處於穩定的狀態。在這龐大的商機中面膜產品由於擁有低成本高利潤，且進入門檻低，導致競爭品牌眾多且產品間差異性小，除帶動原有廠商積極行銷以鞏固市場外，也吸引了異業廠商憑藉自身優勢研發自創品牌，本研究個案亦是如此，母品牌勝昌製藥延續自身數十年的漢方製藥實力，推出了進入美粧保養市場的「燕皙系列」，和旗下萃取自燕窩、鹿角靈芝等珍稀藥材的「水嫩保濕面膜」。為使其能在競爭激烈的市場環境中永續發展，本研究採用Aaker提出之品牌策略分析的架構並結合品牌個性的概念，以問卷調查法透過消費者的反饋，檢視目前消費市場動態、評估競爭者情勢及審視自我品牌，並以此結論全面性地完善目前品牌策略性的決定，區隔出競爭激烈的市場，創造企業和消費者之間的共鳴。根據消費者分析研究結果發現，雖然消費者在燕皙美粧產品購買頻率的題項是以未曾購買為主，但是對於漢方草本面膜產品也大多表示雖然未曾購買，但是有意願選購，因此推論燕皙水嫩保濕面膜具有潛在客群。而在消費者動機和行為分析研究結果發現消費者重視功能性需求、產品功效，與仰賴口碑和官方網站的資訊來源，且較為偏好不織布片狀面膜、滋潤保濕、植物原料、開架與網路通路，以及中低定價；根據競爭者分析研究結果發現，消費者以無品牌忠誠度的最為居多，且選購的主要因素為有效使用經驗與功能性需求；而在自我研究結果發現，品牌個性對品牌形象和品牌核心價值具正向關係，且「體貼的」品牌個性對品牌形象和品牌核心價值影響力大於其他的品牌個性特徵。若將水嫩保濕面膜視為一個人時，「溫和的」品牌個性描述這個人最為合適，並且認為此特徵能更有效的傳達燕皙品牌的品牌形象、加強品牌核心價值，和提升品牌資產價值。Whether it is from the global, Taiwan, or even natural beauty cosmetics market data, it can be known that the market size, sales and market value are in a stable state. In this huge business opportunity, the facial masks have low cost, high profit, and low entry barriers, resulting in a large number of competing brands and small differences between products, in addition to driving the original manufacturers to actively market to consolidate the market, they also attract foreign manufacturers to develop their own brands with their own advantages. The case of this study is also true. The parent brand Sheng Chang Herb continues its decades of Kampo pharmaceutical strength by launching the"Swallow series" that enters the beauty cosmetics market, and its " Swallow Hydrating Facial Mask" which is extracted from bird's nest, antler Ganoderma lucidum and other rare medicinal materials. In order to make it sustainable in a highly competitive environment, this research adopts the structure of Aaker's brand strategy analysis combined with the concept of brand personality, and uses a questionnaire survey, through consumer feedback, review the current consumer market dynamics, evaluate the situation of competitors, and examine self-brands, so as to comprehensively improve the current brand's strategic decisions, isolate the fiercely competitive market, and create resonance between enterprises and consumers. According to the research results of customer analysis, although consumers have never purchased Swallow beauty products, most consumers said that although they have never purchased any herbal facial mask, they are willing to buy it. Therefore, it is inferred that Swallow Hydrating Facial Mask has potential customers. The results of consumer motivation and behavior analysis found that consumers value functional needs, product efficacy, and rely on word of mouth and official website information sources, and prefer nonwoven fabric facial masks, moisturizing effects, plant raw materials, drugstores, online stores, and low-to-medium pricing ; According to the research results of competitor analysis, it is found that most consumers have no brand loyalty, and the main factors of purchase are effective use experience and functional needs ; According to the research results of self-analysis, it is found that brand personality has a positive relationship with brand image and brand core values, and the"considerate" brand personality has greater influence on brand image and brand core value than other brand personality traits. If you regard the Swallow Hydrating Facial Mask as a person, the "gentle" brand personality description is the most suitable, and this trait can more effectively convey the Swallow brand's brand image, strengthen the brand's core value, and enhance the value of brand equity.美粧保養品面膜品牌策略品牌個性beauty cosmeticsfacial masksbrand strategybrand personality學術論文