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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 郭佳瑋 | |
dc.contributor.author | Min-Kuei Ma | en |
dc.contributor.author | 馬敏桂 | zh_TW |
dc.date.accessioned | 2021-07-10T21:33:45Z | - |
dc.date.available | 2021-07-10T21:33:45Z | - |
dc.date.copyright | 2017-02-21 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-02-09 | |
dc.identifier.citation | 中文
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76606 | - |
dc.description.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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-07-10T21:33:45Z (GMT). No. of bitstreams: 1 ntu-106-P02748033-1.pdf: 1432539 bytes, checksum: b3a39425a68360f2cebc8aed9668648d (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | 中文摘要 ii
THESIS ABSTRACT iii 圖目錄 v 表目錄 vi 第一章、緒論 1 第一節、研究背景和動機 1 第二節、研究目的和研究問題 1 第三節、研究架構 2 第二章、文獻探討 4 第一節、品牌組合策略 4 第二節、FMCG產業的介紹 7 第三節、專櫃產品的介紹 8 第三章、研究方法 10 第一節、研究流程 10 第二節、案例研究法介紹 11 第四章、產業分析 15 第一節、全球化妝品產業分析 15 第二節、台灣化妝品產業分析 22 第五章、案例分析 28 第一節、標竿企業P&G多品牌策略簡介及分析 28 第二節、標竿企業萊雅多品牌策略簡介及分析 41 第三節、R集團多品牌策略簡介及分析 48 第四節、綜合分析 60 第六章、結論和未來建議 70 第一節、研究發現 70 第二節、研究限制 71 第三節、未來展望 71 參考資料 73 | |
dc.language.iso | zh-TW | |
dc.title | 探討美妝業之多品牌策略—以R集團在台灣經營為例 | zh_TW |
dc.title | A Study of Multi-Brand Strategy in the Beauty Industry Using the Example of Group R in Taiwan | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-1 | |
dc.description.degree | 碩士 | |
dc.contributor.coadvisor | 謝明慧 | |
dc.contributor.oralexamcommittee | 陳俊忠 | |
dc.subject.keyword | 多品牌策略,品牌組合,BCG矩陣, | zh_TW |
dc.subject.keyword | Multi-brand strategy,brand portfolio,BCG matrix, | en |
dc.relation.page | 76 | |
dc.identifier.doi | 10.6342/NTU201700465 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2017-02-10 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學組 | zh_TW |
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