台灣精品化妝品之商業模式 - 以迪奧化妝品為例

Abstract

本研究主要將探究並分析台灣迪奧化妝品。想要更漂亮更有吸引力是人類的天性。愛美不是女人的專利，男人是愛美事業裡的新興勢力。不是只有西方人注重外表，而這是一個全球的趨勢。因此，本研究希望藉由探討台灣精品化妝品市場及主要競爭品牌以更了解台灣精品化妝品產業。 本研究由商業管理的角度出發，目的在於分析非常競爭的台灣化妝品產業之趨勢與現況，並著墨於精品化妝品的區塊。分析工具及研究包含： a) 先由外部分析，利用波特五力分析來評析精品化妝品產業各方間之關係及其競爭力。 b) 一一檢視台灣迪奧化妝品之商業模式中的九大主要要素。 c) 討論未來將影響商業模式之外部環境因素以提供參考。 d) 探究台灣精品化妝品產業之主要競爭者並與迪奧化妝品做比較。 台灣迪奧化妝品面對競爭的產業環境，強勢的競爭者及折扣取向的消費者，如何維持品牌形象，鞏固主客群及取得中央管理與地方化之間的平衡，是迪奧化妝品未來艱難的課題。

This study is dedicated to research and analyze the business of Dior Cosmetics in Taiwan. The desire of being prettier and more attractive runs in the genes of human. It is not only limited to women, but a growing crowd of men is also emerging in this market. It is not only the trend in the western part of the world, but it is a global phenomenon. Therefore, the investigation on the luxury cosmetics industry and key players in Taiwan is conducted to further understand the market. This analysis will be conducted by examining the competitive luxury cosmetics industry in Taiwan through the application of the Porter’s Five Forces to evaluate the relationship and tension among each force. Then will breakdown the business model of the luxury cosmetics brand into each of the nine key components, focusing on Dior Cosmetics Taiwan. The external forces that may affect the business model environment such as change in technology or the global economic condition will also be discussed in the study to keep in mind the distortions of the future trend. Key players in the luxury cosmetics industry in Taiwan will be identified, and comparisons with Dior Cosmetics Taiwan will be done to further investigate Dior’s key competitors. The competition in the luxury cosmetics industry, threats of the key competitors, and the promotion driven consumer are the issues that Dior Cosmetics Taiwan is currently facing. How should Dior tackle the difficult task of maintain or revive the brand status, retain loyal customer, and balance between global consistency and localization are the key assignment for Dior in the future.