探討臺灣化妝品產業建構國際品牌之關鍵決策因子

Exploring the determinants for the construction of international brands in Taiwanese cosmetic industry

10.6285/MIC.201903_8(1).0012

蔡翼擎(Yi- Ching Tsai)；鄭妃秀(Fei-Xiu Zheng)；林譽庭(Yu-Ting Lin)；陳芊頤(Chien -Yi Chen)；魏妤真(Yu-Chen Wei)

臺灣化妝品業 ； 國際品牌 ； 層級分析法 ； Taiwanese cosmetics industry ； international brand ； Analytical Hierarchy Process (AHP)

管理資訊計算

8卷1期（2019 / 03 / 01）

129 - 144

繁體中文

本研究旨在運用層級分析法（AHP），探討臺灣化妝品業者如何突破全球化強勢品牌環伺的局面，有效建立具競爭優勢的國際品牌，以期在國內與全球市場中與先進品牌形成抗衡之勢。研究發現，決策構面中「知覺品質」權重最大，顯示臺灣化妝品業者欲建構國際競爭優勢，最攸關的策略方向是塑造國際消費者對自己化妝品的知覺品質。同時，「品牌知名度」構面中的決策因子「品牌經驗」，在單一構面內的權重（local weight）與在整體總評估的權重（global weight）排序都是第一，此研究發現顯示，臺灣化妝品業者在國際市場建構競爭優勢，最重要的工作是建立國際消費者良好的使用者經驗，以累積品牌知名度。另外，「其他專屬品牌資產」構面中的決策因子「建立實體專賣店」及「打造卓越的社群關係」，能使實體通路與虛擬社群產生覆蓋廣大的信任網絡，亦是現今國際市場中建立品牌的重要工作。

This study uses Analytical Hierarchy Process(AHP) to explore how Taiwanese cosmetic companies can effectively establish international brands with competitive advantages that are able to compete against global strong brands, and establish a powerful position in domestic and global market. The results of this study find that, ＂perceived quality＂ takes the highest weight among all decision dimensions, indicating that the most important strategic direction for Taiwanese cosmetic companies to construct international competitive advantages, are to establish the perceived quality of international consumers. Meanwhile, the determinant factor of ＂brand experience＂ in ＂brand awareness＂ dimension takes thehighest weight among local weight and global weight, this finding shows that, in order to build competitive advantages in international market for Taiwanese cosmetic company, the most important task is to build a good user experience for international consumers to accumulate brand awareness. In addition, the determinant factors of ＂establish a physical store＂ and ＂establish a great community relationship＂ in the ＂proprietary brand assets＂ dimension enable the entity channel and the virtual community to generate a vast network of trust, which are also crucial to establish international brand in global market nowadays.

1. Aaker, D. A.(1996).Measuring brand equity across products and markets.California Management Review,38(3),102-120.
2. Aaker, D. A.(1991).Managing brand equity: Capitalizing on the value of a brand name.New York:Free Press.
3. Aaker, D. A.(ed.),Biel, A.(ed.)(1993).Brand equity and advertising: Advertising's role in building strong brands.HiIlsdale, NJ:Lawrence Erlbaum Associates.
4. Barwise, P. (1933). '' Brand equity: Snark or boojum ''. International Journal of Research in Marketing, 10, 93-104. doi: 10.1016/0167-8116(93)90036-X
5. Berry, L. L.(2000).Cultivating service brand equity.Journal of the Academy of Marketing Science,28,128-137.
6. Biel, A.(1993).Brand Equity and Advertising.Hillsdale. NJ:Lawrence Erlbaum Associates.
7. Chaudhuri, A.,Holbrook, M. B.(2001).The chain of effects from brand trust and brand affect to brand performance: The role of loyalty.Journal of Marketing,65,81-93.
8. Keller, K. L.(1993).Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing,1(57),1-22.
9. Keller, K. L.(2008).Strategic Brand Management.Upper Saddle, NJ:Pearson Education.
10. Lee, J.,Kim, J.Y.(2001).What makes internet users visit cyber stores again? Key design factors for customer loyalty.Proceedings of the CHI 2000 conference on Human factors in computing system
11. Leuthesser, L.(Ed.)(1988).MSI Report.Cambridge, MA:Marketing Science Institute.
12. Macdonald, E. K.,Sharp, B. M.(2000).Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication.Journal of Business Research,48,5-15.
13. Maltz, E.(ed.)(1991).Marketing Brand Equity.Cambridge, MA:Marketing Science Institute.
14. Millet, I.,Harker, P. T.(1990).Globally effective questioning in the analytic hierarchy process.European Journal of Operational Research,48,88.
15. Murphy, J.(ed.)(1989).Brand Valuations: Establishing a True and Fair View.London:The Interbrand Group.
16. Park, C. W.,Jaworski, B. J.,Macinnis, D. J.(1986).Strategic brand concept-image management.Journal of Marketing,50(4),135-145.
17. Saaty, T. L.(1980).The analytic hierarchy process: planning. Priority Setting. Resource Allocation.:McGraw-Hill.
18. Shocker, A. D.,Weitz, B.(1988).A perspective on brand equity principles and issues.Defining, measuring, and managing brand equity,Cambridge, MA:
19. Smith, S.,Wheeler, J.(2003).Managing the customer Experience: Turning customers into Advocates.Pearson Education Limited.
20. Srivastava, R. K.,Shocker, A. D.(1991).Brand equity: A perspective on its meaning and measurement.Cambridge, Massachusetts:Marketing Science Institute.
21. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence.Journal of Marketing,52(July),2-22.
22. 阮大宏(1999).花錢有理－新時代消費行為大預測.臺北市:時報出版.
23. 陳永昌(2007).品牌之價值.臺北市:經濟部智慧財產局.
24. 陳宇琦(2010)。基隆市，國立臺灣海洋大學。
25. 曾韋賓(2011)。高雄市，國立高雄應用科技大學。
26. 楊清輝(2016)，台灣美容護膚產業行銷策略與開發市場之運用，取自: https://mymkc.com/article/content/22528
27. 蔡錫宏(2017)。台中市，東海大學。
28. 衛生福利部食品藥物管理署(2017)，化妝品種類表，取自: https://www.fda.gov.tw/tc/siteListContent.aspx?sid=1152&id=9642&chk=723e28e1-cf45-4e87-9c55-06200c1615a3¶m=pn%3D1%26sid%3D1152
29. 鄧振源(2005).計畫評估：方法與應用.基隆市:國立臺灣海洋大學運籌規劃與管理研究中心.
30. 鄧振源,曾國雄(1989)。層級分析法（AHP）的內涵特性與應用（下）。中國統計學報，27(7)，5-22。
31. 鄧振源,曾國雄(1989)。層級分析法（AHP）的內涵特性與應用（上）。中國統計學報，27(6)，1-20。
32. 聯海生物科技，台灣化妝品產業概況分析，取自: http://kib85693.myweb.hinet.net/002-01.htm