快消產業的品牌組合與競爭策略：以聯合利華為例

Abstract

本研究探討聯合利華在臺灣市場的三個代表性品牌——Lipton、LUX 與 AHC，如何透過品牌治理模式與策略設計，有效回應市場趨勢並創造品牌價值。面對快速消費品市場中趨勢變動與競爭加劇的挑戰，企業須在全球一致性與地方彈性之間取得平衡，以建立具差異化的品牌角色。 本研究結合理論與個案，運用質性多重個案研究法，從品牌來源、治理架構、產品策略與通路操作等構面進行分析。研究發現，三品牌分別對應「年輕化社群互動」、「情緒香氛體驗」與「醫美功能信任」等趨勢，並展現不同程度的品牌治理彈性與在地化執行力。最終歸納出品牌成功的三項關鍵：趨勢對位、治理制度與地方團隊協同，並提出「品牌治理 × 趨勢轉譯 × 在地操作」的整合架構，供未來品牌管理與實務策略參考。

This study investigates how Unilever Taiwan manages three key brands—Lipton, LUX, and AHC—to respond to consumer trends and create brand value in the fast-moving consumer goods (FMCG) market. As brand competition intensifies, the ability to balance global consistency with local flexibility becomes essential to brand differentiation. Using a qualitative multiple-case study approach, the research analyzes brand origin, governance structure, product strategy, and marketing execution. Findings show that each brand aligns with a distinct consumer trend—youthful social engagement (Lipton), emotional fragrance experience (LUX), and professional dermocosmetic trust (AHC)—while operating under different levels of governance autonomy. The study identifies three success drivers: trend alignment, adaptive governance, and local execution. It concludes by proposing a strategic framework—Brand Governance × Trend Translation × Local Execution—to guide future brand portfolio management.