探討美妝業之多品牌策略—以R集團在台灣經營為例

Abstract

本文旨在研究國內外化妝品(beauty)和個人保養(personal care)集團的多品牌經營策略，以了解多品牌的經營模式，建立出個別廠商進行品牌取捨決策的參考依據。本研究以知名國際大廠P&G和萊雅作為標竿企業進行個案研究，也和國際化妝品和個人保養集團R集團在台灣分公司進行個案研究，以BCG矩陣分析各公司之品牌策略。本文發現多品牌策略是利潤低、競爭高產品的基本獲利策略；市佔率是獲利的關鍵；良好的品牌組合可以提高行銷、銷售、生產的成本效益；標竿企業的品牌策略顯示，品牌取捨和品牌經營的重要性相當；問號品牌的出售或是持續經營的決定關鍵在於市場規模和市場屬性；不同通路資源的整合可以提高公司整體效益。

This study examines the multi-brand strategy of the beauty and personal care industry to better understand the management of multiple brands within a business group and establish a reference for other companies looking to divest their brands. This study used well-known companies P&G and L'Oreal as case studies and also used the Taiwanese branch of an international beauty and personal care business group as a case study; the BCG matrix was then used to analyze the strategies of these companies. The results of this study show that a multi-brand strategy is profitable for highly competitive products with low margins; market share is the key to profitability; solid brand portfolios can raise the marketing, sales, and production efficiency; the brand strategies of our case studies show that good divestment is just as important as good management; the sale or continued investment of question mark brands depends on market scale and market characteristics; the integration of diverse channel resources can enhance overall effectiveness of a company.