The study of top cosmetics brand to do innovation strategy for young generation

• Main Authors: pan wel che, 潘緯哲
• Other Authors: 蔡雅玲.郭重明
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/4stzce

碩士 === 南台科技大學 === 行銷與流通管理系 === 102 === The highest price cosmetics always presented the products to be found and was similar to in lady's life range in the past, can only mostly obtain in the salon of top skin care. The highest price cosmetics are not merely only a kind of external beautification; the aesthetic feeling that it is a life style even more is pursued. But with the changes of the domestic society, under the changes of industrial structure, people's number, employment rate and development of information technology, the intersection of undertaking and sales tactics of domain it’s from ' hidden' to ' apparent', 'specially' to 'precise', thorough fare from 'top beauty salon ', ' the intersection of flagship and shop ', ' special the intersection of image and shop' to 'the street shop experiences the hall',etc. . The successful innovation can to be the top cosmetics industry. What influencing and steady growth to want, how these offer products can and exquisite and close one of the plural function service only. How should change and sell the idea and promote alteration of generations. It is important subjects to make the operator's management and marketing tactics younger. In this study, Japanese cosmetics POLA Corporation products of Israel (hereafter referred to as POLA) Policymaker and operator as research object, if you can't canvass, visit for the thorough fare structures of system and how promote management tactics to be younger, to increase young consumers and the operator ethnicity, and then drive the classics and sale of the new developing products to grow up by innovating. Study conclusion, prove enterprise evaluation in innovation from 'Consequentialism to theory of process'. The successful innovative key lies in its continuation. Strong technological research and development ability is the foundation that enterprises innovate behind enterprises. The characteristic successful in innovation, it can in the consistent development main shaft of the company to lie in, train diversified thinking to be possible. As have connection of tactics more innovative with Company innovative practice in the management; In general, the innovative practice strength of enterprises, lie in whether it is through complete management system design or not, let the policymaker's tactics thinking be bound with innovative energy of the organization, enable enterprise to be expected to possess the forward condition that has ' manage continuously forever '. The innovation of brand strategy depends on innovation leadership, in steady mode and change mode can be sorted out innovative attitude excited, fearless mode of communication up and down sectors can work together to encourage testing model innovation decisions, but also enable enterprises to maximize business performance. Keywords: sales system, channel relationships, brand innovation, brand strategy