| Summary: | 碩士 === 淡江大學 === 日本語文學系碩士在職專班 === 102 === This dissertation discusses how the three organizations, namely the government, the companies, and the NGOs (non-governmental organization), through the systems such as MIT and GMP, can push Taiwan’s cosmetic industry towards an export-oriented industry and improve the products'' international image. Since the Ministry of Economic Affairs'' started enforcing the “Taiwan-made Product MIT Smile Logo” and “Taiwan-made MIT Smile Product Certification System” in 2010, the improved image of the Taiwan-made products’ has benefited the trade liberalization. Since then,within the conventional industry, the trend which combines conventional and cultural creativity to promote products added-value have helped forming cultural creativity industries. In 2008, the cosmetic industry started enforcing the “Cosmetic Good Manufacturing Practice Guidelines(GMP)”, which continually improves the image of Taiwan-made cosmetic products internationally.
In Taiwan, Japanese-branded cosmetics are still the most popular ones. The loyalty to Japanese cosmetics brands is higher than local cosmetics brands. In this dissertation, I will investigate what’s the Japanese cosmetics’ market share in Taiwan, and map it with the smile curve proposed by Mr. Stan Shih. The main finding is that Japanese companies emphasis high value-added“commodity development(design), research & develop” and “brand marketing,service”. In fact, Japanese culture and corporate culture has imbued with Japan-made products so much that the Japanese products actually speaks for the culture of the country. As a result, through buying the Japan-made products, the consumers obtain spiritual satisfaction. An example to show that the cultural power can affect human beings and the influence is huge.
This dissertation built and looked into a case study which applied marketing’s 4p in comparing Shiseido Japan and Shiseido Taiwan. With the cultural power, both companies highly leveraged their corporate culture in order to enlarge their businesses. In conclusion, the present study identified what the advantages of Japanese cosmetic industry really are and analyzed the trend of Taiwanese cosmetic industry.
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