博碩士論文 etd-0524121-144747 詳細資訊


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姓名 蕭 逸(Yi Hsiao) 電子郵件信箱 E-mail 資料不公開
畢業系所 管理學院國際經營管理碩士學程(Master of Business Administration Program in International Business)
畢業學位 碩士(Master) 畢業時期 109學年第2學期
論文名稱(中) 檢視影響消費者品牌接受度的因素:以提提研為例
論文名稱(英) Examining Factors that Influence Customers' Brand Acceptance: Taking Timeless Truth Mask as an Example
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    紙本論文:3 年後公開 (2024-06-24 公開)

    電子論文:使用者自訂權限:校內 3 年後、校外 3 年後公開

    論文語文/頁數 英文/116
    統計 本論文已被瀏覽 48 次,被下載 0 次
    摘要(中) 美妝保養品市場在近年來一直呈現市場越來越大的趨勢。隨著整體國民所得的提升,消費者對於外表更加在乎、願意花費金錢來打理自己。作為2017年剛成立的新品牌, 提提研不只是第一家在法國上市的本土品牌,更是台灣第一家獲得PIF認證、能夠在各大歐盟國家販售的台灣面膜公司。在這塊紅海市場中,提提研臉書粉絲專頁更擁有26萬人,社團人數也超過4萬人,這是其他面膜品牌迄今無法達成的成就。鑑往知來,檢視提提研的經營手法、思考邏輯與商業模式,將有助於釐清箇中的決策關鍵,啟發有心學習的企業。
    本篇論文採用次級資料分析法蒐集資料,並運用質性之深度訪談法訪問消費者及公司主管,探討提提研行銷與創辦人個人領袖魅力對於消費者品牌接受度的影響、檢視提提研公司如何運用社群媒體來吸引無數黏著度極高的粉絲,最後歸納出提提研整體之商業模式。研究發現,提提研頻繁的促銷活動、面膜的有效性、幽默的行銷手法、運用封閉式社團與消費者親密的互動,乃是影響消費者對品牌接受度的因素。創辦人的領袖魅力對消費者品牌接受度沒有顯著影響,但為品牌帶來了大量的觀眾與話題,讓更多消費者觸及到提提研這個品牌。整體來說,首創的封閉式社團與口碑行銷的結合,乃是提升消費者對品牌好感度與接受度的最重要關鍵。本篇論文之研究結果將可提供其他類似同業,作為日後品牌經營之參考。
    摘要(英) The beauty and skin care products market has been showing an increasing trend in recent years. With the increase in overall national income, consumers are more concerned about appearance and willing to spend money taking good care of themselves. As a new brand just established in 2017, Timeless Truth Mask has over 260,000 Facebook fans and more than 40,000 group members. This is an achievement that other facial mask brands cannot achieve. In this red sea market, Timeless Truth Mask not only is the first Taiwanese facial mask brand to be listed in France, it is also the first and only Taiwanese facial mask company to obtain PIF certification. Reviewing the managerial methods and business model of Timeless Truth Mask will help to clarify the key to decision-making, and inspire enterprises that are willing to learn.
    This thesis adopts the qualitative research, and interviews consumers and company executives, with secondary data analysis method and in-depth interview method. Discuss the influence of Timeless Truth Mask’s marketing strategy and the founder's personal charisma on brand acceptance. Examine how Timeless Truth Mask manipulates social media to attract fans. Finally, summarize the company's overall business model. The study found frequent promotion activities; the effectiveness of facial masks; humorous marketing techniques and the use of closed group to interact with consumers are the factors that affect consumers' brand acceptance. The founder's charisma has no significant impact on consumer brand acceptance, but it brings free exposure to the brand. The combination of the closed group and word-of-mouth marketing has improved consumers' favorability to the brand. The results of this paper will provide other similar peers as a reference standard for brand management in the future.
    關鍵字(中)
  • 品牌接受度
  • 商業模式
  • 社群行銷
  • 領袖魅力
  • 美妝產業
  • 關鍵字(英)
  • Brand acceptance
  • Business model
  • Community marketing
  • Charismatic leadership
  • Beauty and Cosmetics industry
  • 論文目次 書名頁
    論文審定書........................................................i
    論文公開授權書..............................................................ii
    摘要.........................................................................iii
    Abstract..............................................................................iv
    Table of Contents...................................................v
    List of Figures.................................................................vi
    List of Tables..........................................................viii
    Chapter 1 Introduction.................................................1
    1.1 Research background and motivation.......................1
    1.2 Research purpose................................2
    1.3 Research process...............................................3
    Chapter 2 Industry Status.....................................................4
    2.1 Facial mask categories...................................................4
    2.2 Facial mask market size..................................................5
    Chapter 3 Literature Review............................................................10
    3.1 Brand recognition............................................................10
    3.2 Marketing 4.0...................................................11
    3.3 Word of mouth marketing.............................................14
    3.4 Charismatic leadership theory............................................14
    3.5 Brand community..............................................15
    3.6 Business model canvas............................................................17
    3.7 Summary of related studies.............................................19
    Chapter 4 Research Design......................24
    4.1 Research structure...................................................24
    4.2 Research subject......................................................24
    4.3 Research methods.......................................................27
    Chapter 5 Results........................................35
    5.1 To analyze the influence of marketing factors on customers’ brand acceptance…..35
    5.2 To examine founder’s charisma on customers’ brand acceptance……….39
    5.3 To identify the management focus of the target brand in social community…….43
    5.4 To probe into the business model of the target brand……………47
    Chapter 6 Conclusion and Discussions………………………57
    6.1. Conclusion from the findings.....................................57
    6.2 Implications for theories and practices…………………..59
    6.3 Limitations and future directions………………………...61
    References................................................................................63
    English references..........................................................63
    Mandarin references.............................................................64
    Appendix: Interviewees’ verbatim.....................................................68
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    口試委員
  • 蔡維哲 - 召集委員
  • 鄭安授 - 委員
  • 林豪傑 - 指導教授
  • 口試日期 2021-04-16 繳交日期 2021-06-24

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