The Study of Brand Management--An Empirical Analysis on Self-selective Skincare

• Main Authors: HSIAO, JU-HSIU, 蕭如秀
• Other Authors: CHOW, WAYNE-SIEN
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/44706021260775027015

碩士 === 國立臺北大學 === 企業管理學系 === 93 === Enterprises do not only capitalize price strategy to keep competitive with the customer-oriented markets, the only way to creating competitive advantage is brand strategy. Brand is getting more important in the volatile market. According to statistical data, the total sales of skincare market in the year of 2004 is 258 hundred million. The counter channel occupies 43﹪,it is down 8% and the self-selective channel occupies 17%. Although it is a long gap between them, there is plenty of room to progress in the market of self-selective channel with the change of purchase habits because of the sales tendency. The study investigates six skincare brands which product line are similar and are the first six big brands, including Neutrogena, Garnier, OLAY, L'OREAL Paris, POND'S, Biore. The forming of brand strategy must be based on the statistical analysis of market information. The process contains overall market analysis, brand track analysis, brand equity evaluation, and brand strategy planning for individual brand. The study achieves three purposes. First, it developed an integrated model of brand management that based on the literature of brand management. Second, it developed methods of brand analysis that based on customer perception. Third, it worked out the feasibility of integrated model of brand management in the empirical operation on self-selective skincare. Based on research finding, it derived much strategic suggestion, including knowing if the enterprise strategic position was in harmony with customer perception, identifying the main competitor’s strength and weakness for individual brand, providing brand management procedures.