日本植萃化粧品的虛實整合行銷策略： 聚焦含黑豆萃取物成分化粧品

Abstract

本研究將7P行銷組合作為實體通路行銷之調查內涵，並以4C行銷組合作為虛擬通路行銷的調查標的，以此形成虛實整合行銷策略的立論基礎，藉以分析含黑豆萃取物成分之化妝品在日本市場之虛實整合行銷策略及品牌知名度對顧客忠誠度之影響。本研究採取質量併進的研究方法，量化調查對象係以日本消費者為主，共回收到387份的有效樣本進行統計分析。研究者隨後續邀請熟悉國際貿易及日本市場的三位專家進行深度晤談，以補量化研究之不足。 量化研究結果顯示，「品牌知名度」為影響日本消費者顧客忠誠度最關鍵的因素，其次為實體行銷之「產品」策略，再其次則為虛擬行銷之「顧客需求與價值」策略。25歲（含）以下的受調者，對於實體行銷之「人員服務」與「通路推廣」策略，以及虛擬行銷之「顧客溝通」、「顧客需求與價值」與「顧客便利性」等策略的認同度偏高。每月擁有十萬日圓以上可彈性使用金額的受調者對虛擬行銷之「顧客需求與價值」策略的認同度顯高，但對每月可使用金額低於五萬日圓的受調者而言，虛擬行銷之「顧客溝通」策略反而會降低其顧客忠誠度。此外，高學歷受調者對於「顧客忠誠度」及「顧客需求與價值」的認同度亦偏高。 質性訪談結果顯示，在實體行銷之「人員服務」為關鍵的行銷策略；在虛擬行銷之「顧客便利」策略則是吸引電商平台消費者的要素。在虛擬行銷之「顧客價值與需求」策略方面，必須遵守日本藥機法的相關規範，以確保產品安全性，並提升消費者的信賴感。此外，消費者在選擇化妝品時，亦會將價格因素列入考量，且不同年齡層的消費習慣與經濟條件都會影響其喜好的購物管道。另在日本消費市場中，顧客使用回饋也是影響消費者選購化妝品的關鍵因素，臺灣含黑豆萃取成分的化妝品，應運用此類行銷策略以擴大品牌知名度。

This study developed a virtual–physical integrated marketing strategy that uses the 4Cs and 7Cs of marketing as the survey content of virtual and physical marketing, respectively. The effects of this strategy and brand awareness of black-bean-extract-based cosmetics on customer loyalty in the Japanese cosmetics market were analyzed. This study employed both qualitative and quantitative research methods, with the quantitative survey targeting Japanese consumers. A total of 387 valid samples were collected for statistical analysis. The researcher then invited three experts familiar with international trade and the Japanese market to participate in in-depth interviews to supplement the quantitative research. Brand awareness was found to be the most critical factor affecting Japanese consumers’ customer loyalty, followed by the product strategy of physical marketing and then the “customer needs and value” strategy of virtual marketing. Respondents aged 25 years or younger were highly supportive of the strategies of in-person customer service and channel promotion in the realm of physical marketing and the strategies of customer communication, customer needs and value, and customer convenience in the realm of virtual marketing. Respondents with more than 100,000 JPY in disposable income per month strongly supported the “customer needs and value” strategy. However, for respondents with less than 50,000 JPY in disposable income per month, the customer communication strategy would reduce their loyalty. In addition, customer loyalty and customer needs and value were more influential among more-well-educated respondents. The qualitative interviews revealed that in-person customer service was the key marketing strategy in physical marketing, whereas the customer convenience strategy in virtual marketing was the factor most strongly attracting consumers on e-commerce platforms. In terms of the “customer value and needs” strategy of virtual marketing, the relevant regulations of the Japanese Pharmaceutical Devices Law must be complied with to ensure product safety and enhance consumer trust. In addition, consumers take price into consideration when choosing cosmetics, and the consumption habits and economic conditions of different age groups affect consumers’ preferred shopping channels. Furthermore, in the Japanese consumer market, customer comments were a key factor influencing consumers’ choice of cosmetics. Taiwanese black-bean-extract-based cosmetics manufacturers should use such a marketing strategy to expand brand awareness.