The strategies of the Brand Image for the Taiwanese OBM Cosmetics Firms and the Study of Design

• Main Authors: Pin Ching Lin, 林品青
• Other Authors: Apex Lin,Pang-Soong
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/923urh

碩士 === 國立臺灣師範大學 === 美術學系 === 97 === In 2008, the value of the global cosmetic industry has come to 2,020 billion US dollars, which is twice higher than the Global GDP Growth. The expansion of the cosmetic market keeps increasing at a rate of 7% annum and the significances of this industry should not be underestimated. The technologies we have are extraordinary and with all the skills, we have been able to work as the OEM for lots of world famous companies, yet we still don’t have a successful local brand here in Taiwan. The government hence has set the cosmetic industry as one of the first priorities for the project of national development in 2008 and expects that the cosmetic industry would greatly advance under the proper policies lead by the administration. Nevertheless, the technology is not the only factor that matters. Cosmetics has thousands of history and, as time goes by, it would only grow than ever as seeking to be perfect has always been a part of human nature. Under the interactive influences of the Localism and the Globalization, many people’s points of view in beauty have been dramatically changed. And as the market has also become even mature, competitive, and sophisticated; the cosmetics industry nowadays is having great difficulties let alone the situation in Taiwan for establishing its local brand. This study would mainly based on the development of the cosmetics industry in Taiwan and also to analyze the marking and the points of view in beauty in different cultures, and to conclude the study with the expectation that Taiwan would eventually has its local brand with its own culture beauty and energy.