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標題: | 探討美妝保養品牌企業永續價值主張與價值適配研究 ── 以Aesop(伊索)公司為例 A Study of Value Proposition and Value Fit On Sustainable Strategy in Beauty Industry ── A Case Study on Aesop |
作者: | 周容 Rong Chou |
指導教授: | 陳家麟 Chia-Lin Chen |
共同指導教授: | 吳玲玲 Ling-Ling Wu |
關鍵字: | 美妝保養產業,ESG,B型企業,Aesop,價值主張,價值適配, beauty industry,ESG,B Corp,Aesop,value proposition,value fit, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 近年來,美妝保養產業面臨著永續發展的浪潮,注重環境、社會和公司治理(ESG)的議題逐漸成為行業的關注焦點。其中B型企業以其強調社會價值和環境責任的特點,以「共益」成為推動企業的力量。這些企業不僅追求獲利,同時也關注社會和環境議題,透過其產品、供應鏈和企業文化的整合,致力於打造一個可持續發展的美妝保養生態系統。
本研究以國際美妝保養品牌Aesop作為研究對象,以價值主張法為分析工具深入剖析,並且為了了解消費者對於Aesop公司的價值主張的認知和適配度,進行了一系列的訪談研究。通過分析訪談結果,本研究評估了消費者對Aesop的價值主張的接受程度,並探討了其適配度,進而提供了於台灣市場的改進建議。 研究發現,Aesop的價值主張在顧客任務適配度方面表現良好。消費者對於Aesop的產品品質、品牌形象等方面給予了高度評價。然而,對於使用者來說,仍存在一些痛點未被滿足,例如一些產品功能和效果不如預期,或是服務上的痛點,這些問題影響了消費者對Aesop的滿意度。同時,對於潛在使用者而言,在痛點和獲益方面也存在一些尚未被滿足的需求,例如潛在使用者對於產品的功效需求,但缺乏足夠的資訊和體驗,同時價格也是一個考慮因素。 為解決這些尚存的痛點並滿足消費者的獲益,本研究建議Aesop採取一系列策略。首先,建立數位社群平台,提供消費者分享使用心得、經驗和建議的空間,增加使用者間的互動和共鳴。其次,加強數位行銷管道的曝光,透過社交媒體等方式提升品牌知名度和吸引力,吸引更多潛在消費者的關注和參與。最後,導入可感知的永續行動,如玻璃瓶補充試驗計劃等措施,讓消費者感受到Aesop對於永續發展的承諾和實踐,進一步提升對客戶的影響力。 In recent years, the beauty industry has faced a wave of sustainable development, with a growing focus on environmental, social, and corporate governance (ESG) issues becoming the industry's focal point. B Corp (benefit corporation), with their emphasis on social value and environmental responsibility, have emerged as a driving force in promoting sustainable practices. These companies not only pursue profits but also prioritize social and environmental issues. By integrating their products, supply chains, and corporate culture, they strive to create a sustainable ecosystem for beauty industry. This study focuses on the international beauty and skincare brand Aesop, using the value proposition method as an analytical tool for in-depth analysis. To understand consumers' perceptions and fit with Aesop's value proposition, a series of interview-based studies were conducted. By analyzing the results of these interviews, this study evaluated consumers' acceptance of Aesop's value proposition and explored its fit, providing recommendations for improvement. The study found that Aesop's value proposition performed well in terms of customer task fit. Consumers highly rated Aesop's product quality and brand image. However, there are still some pain points that have not been fully addressed for users, such as certain product effectiveness falling short of expectations. These issues impact consumers' satisfaction with Aesop. Additionally, for non-users, there are unmet needs in terms of pain points and benefits. For example, non-users have a demand for product effectiveness but lack sufficient information and experience, with price also being a consideration. To address these remaining pain points and fulfill consumer benefits, this study suggests that Aesop implement a series of strategies. Firstly, establishing digital community platforms that provide space for consumers to share their experiences and recommendations, fostering interaction and resonance among users. Secondly, strengthening the exposure of digital marketing channels, leveraging social media platforms to enhance brand visibility and attractiveness, and attracting the attention and engagement of potential consumers. Lastly, introducing tangible sustainable actions, such as refill programs for glass bottles, to demonstrate Aesop's commitment to sustainable development and further enhance its influence on customers. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88052 |
DOI: | 10.6342/NTU202301244 |
全文授權: | 未授權 |
顯示於系所單位: | 商學研究所 |
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