| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 95 === In this study, seven tools are used to research method for analyzing consumers’ preference regarding face cleansing foam attributes and optimized face cleansing foam product mix. This research is conducted through Interviewing, Polling, Positioning Analysis, Idea Simulation, Idea Selection and Conjoint Analysis from P7. Specifically, the research divided the P7 into two steps； For the first step, we select 20 assessment categories according to the opinions of the interviewee from interview. Besides, we find out three factors dimensions from factor analysis, i.e., special function, convenience and texture of product, and basic clean effect. Based on regression analysis, we learn the preference of different brand face cleaner product and the value degree of each factor of interviewers. Besides, using position analysis, we can also learn the ideal direction of planning face cleaner. The special function, basic clean effect and convenience and texture of product are regarded as the most, second, third, by consumers, respectively. For the second step, by idea simulation and selection, we select five key ideas, and using it to serve as the assessment base for alliance card attribute and standard setup. The results of conjoint analysis, indicate that the firm must think highly of five attributes of face clean foam, namely, additional function, the texture of product, the small of product, packing design, the shape of bottle, respectively. Finally, in the view of overall interviewer, their optimized combination of face clean foam is: Oil-control of T zone, powder, the smell of nature plant, elegant packing, and traditional bottle.
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