通路商品牌策略之研究 —以C化妝品公司為例

Abstract

化妝品產業是一個快速發展且經濟規模不斷擴大的產業，2019年根據零售商分析公司Edited的報告指出，化妝品產業規模持續成長，估計達5,320億美元，且因新零售時代的來臨，全球網路的發展，於電商平台線上銷售日益重要，2019年電商銷售額增長27%，佔全球化妝品市場的14%。 本研究以台灣化妝品代理商的個案公司，在面對品牌大量的湧入，中國市場的開放，通路渠道的多元，網路電商的興起，運用管理學分析理論：馬斯洛的需求層次理論、科特勒5A架構行銷、CAGE模型、動態競爭，針對個案公司的願景和所訂定目標，以個案公司的經營運作狀況、產業發展、區域情勢以及國際趨勢，進行區域通路分析之研究。 因整體經濟環境的改變，從實體通路到網路平台的成熟，勢必衝擊到個案公司未來的營運結構，因此個案公司對不同的區域應有對應的通路選擇，且在高度競爭的環境下更要有防禦回應的能力。

The cosmetics industry is a fast-growing industry with expanding economic scale. According to a report by the retailer analysis company Edited in 2019, the cosmetics industry continues to grow in scale, estimated to reach 532 billion U.S. dollars. Due to the advent of the new retail era – with the global e-commerce platforms have become increasingly important. In 2019, sales from e-commerce increased by 27%, accounting for 14% of the global cosmetics market. This study uses one of Taiwan cosmetics agent companies, facing the influx of brands, the opening of the China market, the landscape change of distribution model, and the rise of online e-commerce. The study is to apply management theories and concepts (e.g., Maslow’s hierarchy of needs theory, Kotler 5A structure marketing, CAGE model, dynamic competition) to conduct a regional sales and distribution analysis research by reviewing and examining the company's vision, operating structure key performances (e.g., financials, KPIs), and industrials trends and competitive environment. Due to the changes in the overall economic environment, the consumer attitude and behavior shift from the physical channel to the online platform will inevitably impact the future operating model. Therefore, it is critical to develop a more diversified distribution strategy for different geographics countries/regions to ensure the ability to respond to market responsively to sustain competitiveness and capture business opportunities.