歐洲美妝貿易商是美妝品牌廠商要進軍新的國家市場區域時很重要的合作夥伴，但貿易商的公司規模、通路銷售能力各有不同，當品牌商在選擇貿易商時有其盲點，貿易商與品牌商如何配合才能長遠；貿易商面對維持代理權的兩大挑戰：
一、當業績未達品牌商目標時，面臨被取消代理資格。
二、當業績大好時，市場穩定，代理合約到期後，品牌商取回代理資格，自行設立公司銷售。
尤其面臨疫情過後，市場行銷策略產生巨大變革，有能力的貿易商更應研究發展具備全方位的行銷通路總整體性策略，方能繼續維持品牌代理權的資格。貿易代理商主要是代理各國不同品牌的貨品，並銷售到不同國家的代理經銷商。多數時候貿易商與在地市場的代理經銷商合作，以降低進入新的國家市場的成本與風險。貿易商在代理世界各國製造廠商或品牌商的商品時，在雙方合約條件下，須長時間面臨因為未能達成合約目標而被取消代理資格，以及當經營的產品銷售表現優良時，代理資格因此被品牌商回收的雙重壓力。
身為國際價值鏈中介商之國際貿易商往往面對來自上下游的巨大壓力與風險，終究勢必要透過精巧的策略規劃來換取更為長久且穩定的獲利模式，而中介商常見的一項轉型策略，即為建構自有品牌，但要轉型為品牌商，需投入大規模的資金成本，以及長時間與愛用者進行溝通，不是一般貿易商有辦法輕易做到的，是否還有創品牌以外另外的選擇，以成立38年來，成為美妝品跨國貿易集團的A公司為例，成功運用通路的優勢以及合作品牌的行銷方式是個成功且值得借鑑的例子。

European beauty traders are important partners for beauty brand manufacturers to enter new markets. However, traders have different company scales and channel sales capabilities. Brand owners have their blind spots when choosing traders. Traders How to cooperate with brand owners can be long-term; traders face two major challenges to maintain agency rights:
1. When the performance does not reach the brand owner's goal, it will face the disqualification of the agent.
2. When the performance is good, the market is stable, and after the agency contract expires, the brand owner will take back the agency qualification and set up a company for sales.
Especially after the epidemic, the marketing strategy has undergone tremendous changes, and capable traders should research and develop a comprehensive overall strategy for all-round marketing channels in order to continue to maintain their brand agency qualifications. Traders mainly act as agents of various brands of goods and sell them to agents and distributors in different countries. Most of the time traders cooperate with agent dealers in the local market to reduce the cost and risk of entering the market. When traders act as agents for the products of brands from all over the world, they have long been faced with the double pressure of being disqualified as agents for failing to achieve specific contract objectives and being revoked by brands when their product sales perform well.
The trilogy of learning, doing, and teaching is the highest state of implementing my motto in life, and it is also the formula that helps many people succeed. In the past, most of them chose self-learning and self-exploration to accumulate experience, but they believed that the field of study was insufficient, and they wanted to break through the limitations set by themselves. Only those who are willing to change themselves can adapt to the continuous evolution of the future world. The main motivation for studying EMBA of Sun Yat-sen University is to make up for the lack of more academic knowledge in the course of career growth. Only with the evidence of personal work experience can we internalize our own strength. I hope that through the EMBA course of Sun Yat-sen University and the nurturing of all professors, I can get the opportunity to improve myself and cross-border learning. I hope that I can help more after academic success. People succeed, achieve, and fulfill my highest desire in life.
Finally, I would like to express my sincere respect and gratitude to all the teachers and friends who have helped me, inspired me, and taught me, and present this achievement to you and share with you.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
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 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 策略與品牌研究規劃 6
第二節 電子商務經營模式之應用研究方案 9
第三節 跨國貿易公司之通路策略 11
第四節 美妝保養品品牌行銷研究 13
第五節 SWOT分析 15
第六節 五力分析 19
第三章 研究設計方案與擬定方法 22
第一節 研究設計方案 22
第二節 研究擬定方法 24
第四章 美妝產業與個案介紹 27
第一節 全球美妝及個人護理市場 27
第二節 歐洲美妝保養品產業 29
第三節 美容化妝品產業未來發展趨勢概況 30
第四節 A公司介紹 33
第五章 A公司策略分析 41
第一節 美妝品市場五力分析 41
第二節 A跨國貿易集團SWOT分析策略 49
第三節 A跨國貿易集團行銷策略 55
第四節 A集團關鍵成功因素 68
第六章 研究結論與建議 70
第一節 研究結論與建議 70
第二節 研究範疇與限制 78
第三節 管理意涵 79
參考文獻 80
附錄：訪談紀錄 85

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