東西方化妝品公司經營策略之比較－日本資生堂集團和法國香奈兒集團之個案探討

• Main Author: 張佩婷
• Language: 中文
• Published: 國立政治大學
• Subjects: 化妝品公司; 經營策略; 資生堂; 香奈兒
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0091355013%22.

充滿競爭的化妝品市場裡，充斥著國際各大廠牌的身影，如何在這艱難的環境中獲得生存的空間，著實是組織的一大挑戰，而策略則是協助組織進行戰鬥的重要利器。本研究簡單地將市場上化妝品公司分做東西方兩大區塊，各選擇一家個案公司做比較，分別是日本資生堂和法國香奈兒，試圖比較兩方在經營策略上的相異性，以期提供相關企業營運上之參考。另外，也從中發掘適用於其它產業之管理意涵。 　　本研究所進行之策略比較包括有產生策略的基石：企業文化、願景與使命，再來則是探討內外部環境面的情況，接著則會針對集團多角化策略、創新研發策略、企業形象策略、顧客導向策略及行銷策略做分析與比較。 　　總結來說，兩家個案公司會產生差異性的原因事實上和原先所預設的並不相同，反而可能是因為上市與否而產生影響，例如：研發與行銷策略是最為明顯的結果；不過，有些策略的背後意義仍然還是相同的，例如：國際化的企業形象與顧客導向的概念，方向頗為一致。 　　而對於此產業的分析產生了一個很重要的結論，這樣的想法其實不只適用在化妝品產業，而可以延伸至其它事業領域，那就是＂虛實整合＂的做法。現代企業不只是要在產品原先功能或利益上下功夫，更重要的其實則是要注重產品整體的設計感、服務的流程、店面的擺設等感性層面的包裝。今日的顧客對於感官及心靈上的需求滿足加重，純粹功能面的考量已無法對他們產生吸引力，他們要的是能夠讓人驚嘆的瞬間，甚至只是一份感動。因此在未來，組織必須要有能力結合這兩者的力量，找出自己獨特的道路，才能夠在萬人眼中獲得最為深刻的永久注目。 === Cosmetics industry is really a competitive field. It is full of many famous global brands. It is exactly a big challenge for the companies to survive, and strategy definitely a good weapon to fight in this world. This thesis simply divides these cosmetics companies into two blocks, which are eastern and western companies. For each side, it chooses one suitable company for studying, they are Shiseido and Chanel. It tries to compare their business strategies to provide some opinions for related organizations. Also, it finds a useful management implication for other fields. This thesis compares many important strategic points, including organizational culture, vision and mission. Also, it discusses the external and internal environmental situation. Finally, it comprises the analysis of some crucial strategies, including diversification, R&D, organizational image, customers-orientation and marketing. The reason that two companies are different from each other is not quite the same as the hypothesis we think. Unexpectedly, they are influenced by the ownership situation. But some concepts behind the strategies are still familiar, such as international business image and customer-orientation thoughts. There is a really important conclusion derived from this thesis and can be applied to other fields. The modern organizations should combine the physical and sensitive parts of products. They should not just focus on the original benefits or functions of a product, more critical thing is to care about the intangible side, such as packaging, services, design…etc. The product should be attractive from the first sight when customers see it and even can let them feel touch. In the future, companies ought to combine the power of these two sides and also be differential from each other.