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博碩士論文 etd-0619114-153729 詳細資訊
Title page for etd-0619114-153729
論文名稱
Title
醫學美容保養品產業品牌競爭力分析 ─ 以Dr.Hsieh品牌為例
Brand Competitive Analysis for Cosmeceutical Industry - A Case of Brand Dr. Hsieh
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
90
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-06
繳交日期
Date of Submission
2014-08-05
關鍵字
Keywords
品牌、競爭力分析、醫美保養品、產業
Dr.Hsieh, Cosmeceutical, Industry, Brand, Competitive Analysis
統計
Statistics
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中文摘要
人類愛美的天性促成醫學美容產業的興起,由此孕育出介於美容保養品與藥學之間、強調肌膚保健功能的醫學美容保養品,簡稱醫美保養品。自2010年起,全球經貿漸從金融海嘯復甦,醫美保養品趁勢在亞洲市場捲土重來。
當亞洲風靡優質醫美保養品的此刻,緊鄰中日韓與東南亞等國的台灣,被視為極具發展潛力的國家,當此時刻實有必要探討樹立強勢品牌的關鍵因素,探討台灣醫美保養品拓展國際市場應當強化的利基及鬆綁的障礙,透過研究台灣醫美保養品產業現有概況、以個案研究法實證分析台灣醫美保養品業者之品牌競爭力,找出供相關單位參酌之建議。
本研究選擇出品Dr. Hsieh品牌的洸鼎生物科技有限公司為個案,藉由分析其核心價值、產業關鍵優勢、消費者需求等指標實證品牌競爭力,並得知以下結論:
推動Dr. Hsieh品牌競爭力朝向正向加強的力量為忠誠力、產品力,其次為延伸力、創新力、資本力、文化力。推動Dr. Hsieh品牌競爭力朝向負向加強的力量為支持力、傳播力,其次為市場力。
根據實證分析結果提出兩點建議:
一、杏仁酸相關產品應跳脫以濃度作為區隔產品類別與消費族群的方式
二、反思現行採用之皮膚檢測儀器與檢測程序其完備性
Abstract
The beauty of nature led to the rise of human medical cosmetic industry, which gave breed between beauty care products and pharmaceutical, medical stressed skin care and beauty care products, referred as the medical beauty care products. Since 2010, the global trade gradual recovery from the financial crisis, medical beauty care products taking advantage of a comeback in the United States and Asian markets.
When the United States and Asia, swept high quality medical beauty care products at the moment, Taiwan closes to Japan, South Korea, Southeast Asia and other countries, is regarded as the country's development potential industry. Therefore, it is a need to explore the real key factor in establishing a strong brand. To explore Taiwan's medical beauty care products should be strengthened, through study medical beauty care products industry existing profiles to empirical and analysis a case study in Taiwan medical beauty care products industry brand competitiveness, identify deliberate the proposal for the relevant departments.
In this study, I choose Guang-Ding Biotech Co.,Ltd. produced Dr Hsieh brands as the case, by analyzing its core values, the key advantage of the industry, consumer demand, other indicators of positive brand competitiveness and get the following conclusions:
Promote Dr. Hsieh brand towards strengthening the competitiveness of the power of loyalty, product strength, followed by the extension strength, innovation, capital strength and cultural strength. Promote Dr. Hsieh brand competitiveness negative forces towards to the supportive strengthen, spread of power and market forces.
According to empirical analysis, make two recommendations:
1. Almond acid-related products should be separated to the concentration of the product categories and consumer groups.
2. To reflect the completeness of current skin test equipments and test procedures.
目次 Table of Contents
審定書 i
摘 要 ii
Abstract iii
目 錄 iv
圖 次 vi
表 次 vii

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 3
第二章 文獻回顧 6
第一節 競爭定位與資源基礎 6
第二節 產業關鍵成功因素與競爭力的形成 8
第三節 競爭力的內涵 10
第四節 消費者需求 19
第三章 醫美保養品產業概況 23
第一節 醫美保養品市場現況 24
第二節 我國醫美保養品相關業者之競爭分析 31
第四章 研究方法 41
第一節 研究架構 41
第二節 操作型定義及訪談問卷設計 42
第三節 訪談設計 46
第四節 資料分析方法 47
第五章 實證分析 48
第一節 訪談個案說明 48
第二節 洸鼎生物科技有限公司受訪者基本資料分析 49
第三節 訪談結果彙總分析 49
第六章 結論與建議 69
第一節 研究結論 69
第二節 研究建議 70
第三節 研究限制及後續研究建議 72
參考文獻 74
附 錄 79
參考文獻 References
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三、 網路
衛生署推動美容醫學認證及執業人員之相關管理,2013,102年衛福部新聞,1月4日,取自http://www.mohw.gov.tw/CHT/Ministry/DM2_P.aspx?f_list_no=7&fod_list_no=3893&doc_no=28242。
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