品牌價值與行銷策略： CCB Company-網型化妝品品牌在台灣發展個案研究

Abstract

本論文係針對化妝品產業中的直效行銷網路型錄品牌為研究專題，深入探討台灣化妝品產業與品牌發展以及促成此品牌之關鍵成功因素(KSF)、與其品牌價值和行銷策略。在此採用「建立強勢品牌與關鍵成功因素分析模式」作為探討架構，於尋找關鍵成功因素之首，即是對化妝品品牌定位與願景、品牌形象與策略、及建立支持品牌的組織文化做更深入的剖析，並找出目標通路與消費者，並針對每群組消費者作出細部的「需求分析」。從另一面而言，「競爭分析」即是思考品牌在產業的競爭強度與競爭態勢，這方面分析採用了策訂「品牌價值」的戰略性架構模式，當作品牌競爭分析之架構，經由上述的「需求分析」與「競爭分析」歸納出產業關鍵成功因素。同時再從傳統行銷4P (Pitt & Kannemeyer, 2000)，延伸至整合式的行銷組合7P1C服務業八項的終極密碼，探討本個案品牌，藉由其核心能力，選定目標市場且以差異化行銷的角色扮演，利用CRM與Data Mining的關鍵技術，成功上市並快速成長所採取的行銷策略。 經過本研究分析結果，得出七項影響本個案化妝品品牌的關鍵成功因素：（一）個人化行銷與資料開礦的策略化：（二）客服關係的專業化；（三）有經驗的經營團隊與集團支持；（四）擁有頂級的設計師群；(五)完整產品線，滿足不同消費者的需求；(六) 可信賴的專業形象； (七) 彈性且周延的行銷促銷、下單、出貨平台。即可在台灣練兵、放眼大中華，創造規模經濟。

This thesis for the cosmetics industry in the direct marketing online catalog brand research projects, in-depth industry and cosmetics brand in Taiwan to promote the brand development and key success factors (KSF), its brand value and marketing strategy. In this use of 'Building a Strong Brand and critical success factors model ' as the study framework, the key success factors in the first search, that is, the cosmetics brand positioning and vision, brand image and strategy, and build organizational culture supports the brand to do more In-depth analysis, and to identify target pathways and consumers, and consumers for each group to detail the 'needs analysis. ' From the other side, the 'competitive analysis ' that is to think about branding the intensity of competition in the industry and competitive situation, this analysis of policies set by the 'brand value 'of the strategic framework model as a framework for analysis of brand competition, through the The 'needs analysis'and 'competitive analysis ' concludes industry key success factors. At the same time and from traditional marketing 4P (Pitt & Kannemeyer, 2000), extending to the integrated marketing mix 7P1C eight of the ultimate service password of the brand in this case, through its core competencies, target market selection and marketing to differentiate Role-playing, the use of CRM and Data Mining of the key technologies to market and rapid growth of successful marketing strategies adopted. After the results of this study, seven of the cases come to the critical success factors cosmetic brand: (a) personal marketing strategy and data mining: the (b) Customer relations professional; (c) experienced management team And group support; (d) has a group of top designers; (e) a complete product line to meet the needs of different consumers; (vi) reliable professional image; (vii) flexible and exhaustive marketing promotions, orders, Shipping platform. To training in Taiwan, Greater China looking to create economies of scale.