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標題: | 探討美妝業之多品牌策略—以R集團在台灣經營為例 A Study of Multi-Brand Strategy in the Beauty Industry Using the Example of Group R in Taiwan |
作者: | Min-Kuei Ma 馬敏桂 |
指導教授: | 郭佳瑋 |
關鍵字: | 多品牌策略,品牌組合,BCG矩陣, Multi-brand strategy,brand portfolio,BCG matrix, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 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. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76606 |
DOI: | 10.6342/NTU201700465 |
全文授權: | 未授權 |
顯示於系所單位: | 商學組 |
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