台灣化妝品品牌發展與分析—以1028為例

Abstract

隨著網路發展、各中間機構和政府的支持下，台灣中小企業創業熱度非常高，其中彩妝保養品所在的化妝品產業更是中小企業創業的熱門產業。台灣化妝品品牌憑藉著國民精神、製造力強、高品質低價格的CP值和深入人心的長青代表產品等，逐步在台灣市場站穩腳跟。而雖然台灣化妝品市場潛力不低，但內部市場規模在國際市場上相比屬實有限且偏小，因此MIT品牌想要獲得更長久有力發展勢必會向海外擴展，尋求更大的市場與舞台。 而台灣化妝品品牌是否有能力與實力可以在保存根基的同時與全球化妝品品牌競爭與發展，在此階段，本研究認為先了解現有外部與內部環境，對品牌進行整體診斷，詳細分析現存問題與解決後，更有利於品牌。因此本研究從全球化妝品市場分析出發，了解外部環境與競爭力，再至台灣化妝品市場，探討內部環境及自身狀況。在了解全球與台灣化妝品產業時，本文對市場規模、品類市佔率、通路、科技和趨勢等進行了各方面的研究。 最後以台灣第一彩妝品牌1028為例進行個案分析，透過其品牌發展進程、現有產品概況及品脾爭議等討論，結合商業模式九宮格與SWOT等總結分析，得出問題發現，並為台灣化妝品品牌提供發展建議。

With the development of the Internet and the supports of various intermediary agencies and government, more and more SMEs in Taiwan start their own businesses, among them, the cosmetics industry is a popular one. Taiwanese cosmetic brands have gradually gained a firm foothold in the Taiwan market by the national spirit, strong manufacturing capability, high CP value and popular representative products. Although the potentiality of Taiwan's cosmetics market is not low, the scale of the domestic market is limited and small compared to the international market. Therefore, if MIT brands want to achieve longer-term and strong development, they should inevitably expand overseas to seek larger markets and stages. Whether Taiwanese cosmetic brands have the ability to maintain their foundations while competing and developing with global brands, it is more important to them. Therefore, this study starts from the analysis of the global cosmetics market to understand the external environment and competitiveness, and then to the Taiwan cosmetics market to explore the internal environment and its own situation. When understanding the global and Taiwan cosmetics industry, this paper conducts various researches on market size, market share of cosmetics category, channels, technology and trends. Finally, take Taiwan's No. 1 makeup brand 1028 as an example to conduct the case analysis. Through the discussion of its brand development process, existing product overview and brand disputes, combined with the business model Jiugongge and SWOT, to find out the problems of 1028 and Taiwanese cosmetic brands, and then provide development advice.