探討頂級保養品牌之多通路體驗行銷策略

Abstract

了解消費者對產品或服務的真實需求和想法，一直是企業不斷探討的課題。隨著科技發展和線上與線下通路整合，市場面臨的挑戰也不斷演變。此外，消費者對美容護膚和健康議題的關注不斷增加，保養品市場正處於蓬勃發展的機遇之中。然而，迄今為止，很少有文獻專門探討頂級保養品品牌的範疇，企業過度依賴市場調查數據，但這些數據往往無法真實捕捉到消費者在與企業接觸的各個虛實通路接觸點上的想法和情感體驗。因此，本研究旨在利用「顧客旅程地圖」作為分析框架，從品牌方及消費端不同角度探討頂級保養品的多通路體驗行銷策略。透過此分析框架，企業可更深入地了解頂級保養品消費者真實的內在需求，並找到改善和調整自身產品或服務的行銷方向的方法。

本研究通過對四位品牌專業人士和六位實際使用頂級保養品的消費者進行訪談，瞭解雙方之間的認知差異。研究結果顯示，在頂級保養品品牌的顧客旅程中，試用體驗佔據著重要的地位。消費者親身體驗產品的效果和適用性，從而提升對產品的信心。因此，建議企業不僅在實體專櫃提供試用，還可以通過線上申請和宅配方式提供，讓消費者在無壓力的情境下深入體驗產品，進而提高轉換率。此外，透過顧客旅程地圖的關鍵接觸點，研究人員也釐清了雙方在不同行為階段的影響，使企業透過這些接觸點來改善產品和服務品質。由於頂級保養品相對高價，消費者在購買前更加謹慎，願意花費時間和資源尋找合適的頂級保養品。通過試用後，才會考慮下一步的購買行動。因此，研究人員建議頂級保養品品牌能夠更有效地與消費者互動，提供符合消費者期望的產品和服務，並建立長期的顧客關係。這有助於企業在競爭激烈的市場中保持競爭優勢，實現可持續的業務增長。

整體而言，本研究釐清了頂級保養品品牌的定義，揭示了顧客旅程的關鍵環節，探索了多通路體驗行銷的應用，並嘗試從品牌及消費者兩方的觀點進行討論。在實務意涵和未來研究方面，本研究提供了相關的實務操作和延伸方向。

Businesses have long sought to understand consumers' genuine needs and perceptions of products and services. Meanwhile, the market is constantly evolving due to technological advances and the integration of online and offline channels. Additionally, consumers' growing focus on skincare and health has created a thriving opportunity for the skincare market. However, there is limited research on premium skincare products, and businesses often rely on market research data that may not accurately capture consumers' thoughts and emotional experiences at various touchpoints across virtual and physical channels. This study uses Customer Journey Map as an analytical framework to explore multichannel experience marketing strategies for premium skincare products from both the brand and consumer perspectives. This framework can help businesses gain deeper insights into the authentic internal needs of premium skincare consumers and improve their marketing approaches.

A study of four industry professionals and six premium skincare users found that trial experiences are important in the customer journey. Consumers who try products before they buy are more likely to make a purchase. Businesses should offer trial experiences not only at physical counters, but also through online applications and home deliveries. This will provide consumers with a stress-free environment to try products and increase conversion rates. The study also identified key touchpoints in the customer journey and clarified the impact of both sides at different stages of purchase. This information can help businesses improve product and service quality. Premium skincare products are relatively expensive, so consumers are more cautious before making a purchase. They are willing to invest time and resources to find the right products. After trying out products, they will consider making a purchase. Businesses should interact more effectively with consumers, offer products and services that meet their expectations, and build long-term customer relationships. This will help businesses maintain a competitive advantage and achieve sustainable business growth.

In conclusion, this study has contributed to the understanding of premium skincare brands by clarifying their definition and revealing the key elements of the customer journey. The exploration of multichannel experience marketing has been discussed from both the brand and consumer perspectives. This study offers valuable operational strategies and reveals the potential directions for further exploration in the field.