臺灣博碩士論文加值系統

在當今保養品市場激烈競爭的時代，隨著互聯網環境的成熟和消費習慣的變化，網絡購物已成為現代消費者渠道中最重要的消費者之一，過去對保養品行業相關研究大部分都以消費者行為分為主，其中又幾乎都是以實體通路業者進行研究。本研究將從台灣本土的網路保養品業者的角度出發，藉由探討Prof.TK近幾年在網路通路上的發展，探索保養品公司該如何藉由網路通路來進行網路行銷，提供廠商新的行銷方法和構思不同與以往的經營型態，進而增加銷售量。研究結果發現：Prof.TK藉由強化顧客管理來提給顧客獨特的價值，並成功的利用網路通路高效率的行銷自家產品和品牌。以此研究結果，可研擬行銷策略提供業界做為參考，期望能對其行銷策略之制定有所貢獻。

In today''s skin care market under the intense competitions, which with the mature Internet environment and changes in consumer habits, online shopping has become one of the most important modern consumer channels. The literatures for the cosmetics industry-related research mostly focus on the consumer behavior analysis, which are almost based on the physical channel. This study focuses on an online skin care companies in Taiwan by exploring the development of online marketing through Internet, providing new marketing strategies and ideas different from the previous business model. The results of the study found that Prof. TK invested in customer management to provide customers unique value, and the utilize of internet channel also resulted in the efficient marketing of their own products and brands. With this study, there is a developed marketing strategy can be provided to the industry as a reference, look forward to contribute to the development of online marketing strategy.

目錄
誌謝 III
中文摘要 IV
THESIS ABSTRACT V
目錄 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究方法與流程 4
第四節 論文結構 5
第二章 文獻探討 9
第一節 五力分析 9
第二節 商業模式緣起 14
第三節 電子商務 19
第四節 理性行為理論與消費者反應層級模式 24
第三章 產業與研究個案 29
第一節 保養品產業 29
第二節 研究個案 34
第四章 個案分析 40
第一節 保養品產業五力分析 40
第二節 創新商業模式 43
第三節 行銷策略分析與網路行銷 50
第五章 結論與建議 58
第一節 研究發現 58
第二節 行銷意涵 59
第三節 研究限制 60
第四節 後續研究之建議與方向 60
參考文獻 61












圖目錄
圖1-1 研究流程 6
圖1-2 論文結構 8
圖2-1 PORTER五力分析架構 9
圖2-2 商業模式圖 17
圖3-1 2012-2016化妝品製造業年統計圖表 31
圖3-2 2014全台化妝品製造商家數與營收統計 31
圖3-3 PROF.TK產品圖 34
圖3-4 VEP系列產品 39
圖4-1 台製臉及身體皮膚用保養品內銷量 40
圖4-2 網路名人直播示意圖 52
圖4-3 節慶促銷 53
圖4-4 品牌形象經營 54
圖4-5 分享活動 56









 
表目錄
表2-1 電子商務特性 23
表3-1 2012-2016年化妝品製造業相關統計 30
表3-2 PROF.TK年表 35
表3-3 PROF.TK人力配置 37

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