專櫃化妝品品牌於不同市場品牌定位之研究 —以S品牌於台灣及香港市場為例

Abstract

國際品牌在進入各個市場時，將面對不同之政經法律，社會文化，語言風俗，在地資源，產業成熟度，競爭態勢，市場需求，消費者行為…..等等眾多因素。這些因素有不同之重要順序與權重，影響其品牌各階段的定位策略。 相應而生的，是國際品牌的管理策略: 如何在國際標準化 (international standardization) ，及在地化調整 (local adaptation) 中取得平衡；使品牌定位與品牌形象，能不失國際水平，讓品牌全球資源運用極大化；同時兼顧不可抗拒的在地市場需求。此議題會因應產業特性，及年代背景演變，與時俱進延伸出不同世代的探討。 本研究將針對國際知名專櫃化妝品品牌，於2008-2009年期間在台灣與香港兩地市場，針對女性消費者的品牌定位與策略，做個案研究討論。討論方向以文化距離，與行銷4P為主要架構，探討品牌來源國和在地市場間，品牌定位可調整與不可調整的要素。作為建立進入大陸新興市場之商業模式參考。

When an international brand entering to a new market, there are several factors to affect the brand position: such as economics situation, local law, political issues, social behavior, culture, local recourse, maturity of the industry, competition, market needs, and consumer behavior….etc. Each of them has different aspects to influence the brand positioning. How to make the balance of international standardization and local adaptation? How to ensure the brand position & image are not far away from international level? How to maximize the international brand resource, and at the same time, taking consideration of the local market needs? Those topics have different point of views based on the characteristic of industry, background, and generations. The study focuses on the strategy of brand positioning of an international luxury cosmetics brand in Taiwan and Hong Kong markets, during the period from 2008 to 2009. Look into the negotiable and non-negotiable factors, for its strategy of brand positioning by the cultural distance and marketing 4P strategy, between the mother country and local markets. The purpose is to help the headquarter to identify the suitable business model, when entering emerging market, such as China market.