美容健康個人照護産業藍海策略之研究

The Research of the Blue Ocean Strategy of the Cosmetology-Healthy Personal Care Industry

10.30001/JIES.200809.0019

蔡宏霖(Yi-Heng Tsai)；蔡琦(Chi Tsai)；胡慧玲(Hui-Ling Hu)

企業策略定位分析BCG MATRIX ； Porter五力分析 ； BCG MATRIX ； Porter five powers analyze

美容科技學刊

5卷2期（2008 / 09 / 01）

265 - 284

繁體中文

國內大企業紛紛投入生技保養品產業，因此市場競爭非常激烈，我們的經營之神王水慶先生也投入生技健康產業。接著隔幾個月，我在新聞看到台塑與全世界最大的美與健康生技產品的行銷公司以人際與電子商務為行銷工具的天獅集團做策略各聯盟。 而月朗國際商務電子有限公司核心競爭力為研發與生產出一套負離子對健康有幫助的月月愛衛棉，月朗國際商務電子有限公司人際與電子商務為行銷工具，我利用一些企業策略定位分析(BCG MATRIX)。Porter五力分析。個案產業及所選擇之個案公司策略之分析及建議也因電子商務經營理念與傳統經營方式不同，帶給了企業許多新興的商業機會。網際網路對企業競爭優勢之影響更是不可言語。國內大企業紛紛投入生技保養品產業，因此國際市場競爭非常激烈。 本文王要目的為探討生技新產品的行銷通路的發展，特別是在台灣經濟景氣下滑。傳統通路經營在成本與效益的評估下，為一些生技研發的新產品新品牌，找出一塊藍海的行銷策略，使行銷的績效可以提高，行銷成本可以降低，在美與健康的定位出屬於自己的藍海策略並佔有一席之地。分析成功的e化行銷經營模式供業者參考，期盼能美與健康產業產品行銷通路電子化儘速將人際網路的優勢，結合高科技的網際網路。達到產業科技的革命。

The domestic and big enterprise puts into the industry of the manufacture technology skin care products in succession, therefore the market competition is very vigorous, the God of our management Mr. Wang, Yung-qing also puts into the manufacture technology healthy industry. Immediately after every a few months, I see the sky lion group that the marketing company of beautiful and healthy biggest manufacture technology product of Formosa Plastics and whole world take the human relations and the E-Commerce as to sell tool doing a strategic alliance in the news, the HK. WTNALITE. LTD bright core competitive ability for researches and develops and produces set of anoins sanitary napkin to have the help to the health to love the health in every month sanitary napkin, The HK.WINALITE. LTD sells the tool take the interpersonal network and the electronic commerce. I make use of some analysis (BCG MATRIX) of the fixed position of the enterprise strategy. Porter five powers analyze. Individual case industry and choose of analysis and suggestion of the strategy of the individual case company also conduct a way because of the F-Commerce principle of management and the tradition different, brought the enterprise many newly arisen business chances. New card of the product new product developed for some biotechnology skills, finds out a piece of marketing policy of blue sea, make the results of marketing be able to raise, selling the cost can reduce, at beautiful and healthily position to belong to own blue ocean strategy to also occupy a place the analytical successful e turns to sell a business model for operator's reference and expect ability beautiful and healthy industry product sell the thoroughfare is as soon as possible electronical the advantage of human relations network, combine high-tech internet. Reach the revolution of industry science and technology.

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