| Summary: | 碩士 === 國立中山大學 === 國際經營管理碩士班 === 99 === Due to the gradual increase of the women income and with the rise of living standard, the market also expands for cosmetic products; the cosmetics enter the pluralistic channels district trough the market. How to select the best channel and maintain the service quality in distribution channels of cosmetics are important for the vendor.
Thus, this research aims to discuss the relation between the distribution channel of cosmetics, consumer behavior and service quality. This research takes the SHISEIDO’s consumers from Kaohsiung as the research objects for verification and analysis, the questionnaire materials which carry on 200 consumers.
The major result of this research as follow: consumers of different behavior have obvious differences in select channels, and different channels have obvious differences in service quality.
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