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研究生:吳怡琳
研究生(外文):I-lin Wu
論文名稱:日本與台灣市場之LOHAS概念的展開:以日台AVEDA企業為例
論文名稱(外文):The Expansion of LOHAS Concept in Japanese and Taiwanese Markets--A Case Study of AVEDA in Japan and Taiwan
指導教授:黃吉村黃吉村引用關係
指導教授(外文):Chi-tsun Huang
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:84
中文關鍵詞:Aveda Japan肯夢AvedaLOHAS
外文關鍵詞:LOHAS conceptAveda JapanCanmeng Aveda
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近年,全球興起一陣新的生活型態名為LOHAS。自從此生活型態的名詞和概念出現後,便被特定的群體接受與提倡,並隨著LOHAS 消費者族群的增加,某些企業也開始瞄準此市場。然而,LOHAS 是個抽象的概念。任何有關永續環境、健康或社會責任等事物都可被歸類為LOHAS 議題。當企業採用此模糊的概念,並實際運用在行銷策略上時會出現什麼情況?企業又如何將LOHAS 概念傳達給消費者並使他們了解,特別是在不同的國情中?本論文特別從企業溝通策略的面向切入檢視以上之研究問題。
本研究以國際有機化粧品企業Aveda 為例,觀照上述之議題,並證實Aveda在日本與台灣此二不同市場間分別採用不同的行銷溝通策略,進而討論本研究在行銷上的意涵。為了達成此目的,本研究首先收集大眾媒體相關之資料,並且分別與Aveda Japan 和台灣肯夢Aveda 進行訪談。最後,本研究應用符號學理論來說明此兩家企業之策略。
本研究發現,企業會創造一些有機、天然或環保等事物來具體化填補並支撐LOHAS 這個抽象的概念。然而,由於LOHAS 概念的內容隨著時間持續而流變,這些企業的主張與宣稱並不能夠代表整個LOHAS 概念。以Aveda 為例,雖然其理念或產品與LOHAS 概念相互呼應,但它無法周延地代表LOHAS 此一概念。
同時,本研究也發現LOHAS 概念在日本與台灣的發展模式有所不同。面對此二市場情況,Aveda Japan 和肯夢Aveda 因而採取不同的溝通方式。此外,本研究亦發現Aveda Japan 和肯夢Aveda 的行銷活動,分別與日台LOHAS 潮流演化有同調合譜之處。以上發現有助於回答本論文之研究問題。
Recently, there is an oncoming lifestyle called LOHAS appearing in the world. The concept and terminology of the idea has been embraced and advocated by certain groups of people since it was introduced. With the increasing population of LOHAS consumers, some companies start to aim on this market. However, LOHAS is an abstract idea. Anything concerning sustainable environment, health or social responsibility can be classified into LOHAS concept. What does the situation become as a company adopts the ambiguous idea and use it in marketing strategies practically? How does a company convey LOHAS idea to consumers and have them understood,particularly in different countries? In this research, the researcher intends to answer these research questions, especially through the lens of a company’s communication strategies.
In this study, the researcher takes Aveda, an international organic cosmetic company, as an example to observe the situations mentioned above. This study also
focuses on verifying that Aveda adopts different communication strategies in Japan and Taiwan respectively, and discusses the implication towards marketing. In order to reach the objective, the researcher first collected related data from mass media and then had depth interviews with Aveda Japan and Canmeng Aveda in Taiwan respectively.
Afterwards, the researcher used the theory of semiology to explain the IMC strategies of these two branches of Aveda.
With this research, the researcher suggests that companies may deploy organic,natural, environmentally-friendly products or terminologies to fill the blanks of LOHAS
concept and sustain it; however, they are not able to represent the whole idea of LOHAS since the content of the idea keeps varying as time changes. In the case of Aveda,
although Aveda produces and does something which conveys the concept of LOHAS, it is still unable to stand for LOHAS.
Meanwhile, we also discovered that there are some differences between LOHAS developments in Japan and Taiwan. Encountering with the market conditions, Aveda
Japan and Canmeng Aveda Taiwan adopted dissimilar communication strategies.Besides, certain parts of the marketing activities of Aveda Japan and Canmeng Aveda
are in accordance with LOHAS trend in the two countries. The findings of this research are not only to verify the aforementioned research questions, but also useful in practice.
Table of Contents
Chinese Abtract ......................................... i
English Abtract .........................................ii
ACKNOWLEDGEMENT..........................................iv
Table of Contents.........................................v
List of Tables .........................................vii
List of Figures .......................................viii
Chapter 1 Preface ..................................................1
1.Introduction ...........................................1
2. Motivation ............................................2
3. Objective..............................................3
4. Research Methods ......................................3
5. Research Flow ........................................ 4
Chapter 2 Theoratical Background: Semiology.............. 6
Semiology.................................................6
Chapter 3 LOHAS Concept .................................10
1. LOHAS Definition .....................................10
2. LOHAS Trend in Japan .................................11
3. LOHAS Trend in Taiwan.................................16
4. Discussion............................................20
Chapter 4 Case Study ....................................23
1. Aveda Corporation.....................................23
2. Aveda Japan ..........................................26
2.1. Introduction .......................................26
2.2. Market Expansion....................................27
2.3. Marketing Strategies................................30
3. Canmeng Aveda Taiwan .................................33
3.1. Introduction .......................................33
3.2. Market Expansion....................................34
3.3. Marketing Strategies................................36
4. Discussion............................................39
Chapter 5 Discussion.....................................44
Chapter 6 Conclusion and Implications ...................55
1. Conclusion............................................55
2. Limitation and Further Research ......................57
REFERENCES...............................................58
APPENDIX ................................................65

List of Tables
Table 4.1 The History of Aveda Earth Month...............25
Table 4.2 Aveda Japan—Product Development ..............32
Table 4.3 The Focuses of Aveda Japan 2003-2009...........33
Table 4.4 Canmeng Aveda’s Earth Month History ..........37
Table 4.5 The Focuses of Canmeng Aveda Taiwan 2005-2009..40
Table 4.6 Marketing strategies of Aveda Japan and Canmeng
Aveda .........................................42

List of Figures
Figure 1.1 Research Flow..................................5
Figure 2.1 Saussure’s Sign Construction..................8
Figure 3.1 LOHAS concept ................................12
Figure 3.2 LOHAS Trend in Japan 2002-2009 ...............15
Figure 3.3 LOHAS Trend in Taiwan 2005-2009...............19
Figure 3.4 Comparison of LOHAS Trend in Japan and Taiwan
2002-2009 ....................................20
Figure 4.1 Pictures of Aveda Japan in Minami Aoyama in
Tokyo, Japan .................................29
Figure 4.2 Pictures of Canmeng Aveda in Taiwan ..........35
Figure 5.1 Semiology applied to the case of Aveda .......44
Figure 5.2 The arbitrary of connection between signifier
and signified—Aveda .........................45
Figure 5.3 The consistency between LOHAS in Japan and
Aveda Japan ..................................47
Figure 5.4 The consistency between LOHAS in Taiwan and
Canmeng Aveda ................................48
Figure 5.5 Promotion of Green Science Series—Aveda
Japan ........................................52
Figure 5.6 Promotion of winf-energy production and Smooth
Infusion Series—Aveda Japan..................53
Figure 5.7 Promotion of Earth Month activity—Canmeng
Aveda.........................................54
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YOHOBIKEHOTEL http://www.yohobikehotel.com.tw/
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