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• Main Authors: Meng-hsun Yu, 余孟勳
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/05449670943338249391

碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 97 === Quality and branding are very important for cosmetics industry. The research aims to find out marketing strategy of the industry in China, taking one specific cosmetics company as example, to analyze factors of their success. In the past, such research discussed mostly on Taiwan''s market. Few cases study marketing strategy, from these Taiwanese professional companies in cosmetics industry, after they transferred to China market. Through relevant study material, building study frame of the survey, analysis of SWOT, and five-factor analysis, further study product strategy, price set up policy, channel policy, and promotion strategy. I specially interviewed a Taiwanese professional cosmetics company in Guangzhou, and proposed to them for helping their future development, then finally analyzed opportunity, threatening. This study is mainly for analyzing market activities and trend of the Cosmetics Company. Via analysis the business model of the case, we may provide the reference and knowledge of business strategy decision making for Cosmetics Industry. We found that the benign cycle of building culture assets is the biggest power for enterprise growth via the process of strategy change from our case study.