台灣染髮劑產業的經營發展與競爭策略研究

Abstract

染髮劑是化妝品產業中的一個重要產品，除了塑造個人風格與形象具決定性的作用之外，其產值與成長性也不可輕忽。台灣染髮劑市場不僅有來自海外的進口品，也有多家本土製造商，其產品優良並佔有大量市場份額。然而現今環境必須面對來自全球化競爭、環保法規、消費者喜好變化以及新科技發展等多方面的挑戰，這些挑戰帶來許多威脅與機會。 本論文試著以顧客價值主張、商業模式探討，SWOT、PEST與五力分析架構方法，剖析台灣染髮劑製造廠面臨的主要挑戰，以個案主體美吾華股份有限公司為主要對象，為其提出建議策略方向，結論為： 1. 持續提升研發力以達成獨特性和差異化。 a. 生產真正令消費者更安心，無刺激，沒有疑慮的產品。 b. 研發以半永久/暫時性染料為主的染髮劑。 c. 利用新興科技，提升消費者對產品體驗與黏著度的，形成新的消費者忠誠。 2. 商業行銷活動的持續加強。 a. 增加商業併購或合作結盟方式。 b. 增加美髮沙龍產品線。 3. 積極回應法規與環境要求，順勢帶動成長。 期望本論文有助於台灣染髮劑製造業者和相關利益相關者理解行業的現狀和未來趨勢，更好地應對變化挑戰，提高競爭力，以確保持續成功和成長。

Hair dye product is significant in the cosmetics industry, not only playing a crucial role in shaping personal style and image, but also its market value and growth potential are noteworthy. The hair color market in Taiwan includes not only imported products from overseas but also many local manufacturers whose products are excellent and hold a large market share. However, the current environment must face challenges from various aspects such as global competition, environmental regulations, changes in consumer preferences, and the development of new technologies, which bring many threats and opportunities. This thesis attempts to use the framework methods of customer value proposition, business model exploration, SWOT, PEST, and Five Forces Analysis to analyze the main challenges faced by Taiwan’s hair color manufacturers. The main subject of the case is Maywufa Co., Ltd., and it proposes strategic directions for it. The conclusions are: 1. Continuously enhance R&D strength to achieve uniqueness and differentiation. a. Produce hair dye products that truly make consumers feel more at ease, non-irritating, and worry free. b. Develop hair dye products mainly based on semi-permanent/temporary dyes. c. Use emerging technologies to enhance consumers’ experience and stickiness to the product, forming new consumer loyalty. 2. Continuous strengthening of business marketing activities. a. Increase business mergers or alliance cooperation methods. b. Increase the product line of hair salons. 3. Actively respond to regulations and environmental requirements, and drive growth accordingly. It is hoped that the conclusion will help Taiwanese hair color manufacturers and related stakeholders understand the current status and future trends of the industry, better cope with changing challenges, improve competitiveness, and ensure continuous success and growth.