| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 104 === Domestic market cosmetic products industry, the annual output value up to more than 600 billion market, are dozens of domestic and cosmetic products brand main market those firms. The case study in Japanese Shiseido brand in Taiwan, after 59 years and under in the face of Europe's major brands cosmetic products highly competitive camouflage, not always able to preserve their evergreen fall, curious.
The conclusions drawn six critical success factors Shiseido Taiwan are: （1） brand rejuvenation successful relocation （2） with high-quality products force （3） a strong national sales organization and personnel marketing channels （4） excellent success and integrated marketing operations （5） deepening and strong brand management principles （6） appropriately enough marketing budget investment. In addition, the study also eligible for a full range of marketing management of architectural patterns caused by Shiseido, Shiseido conclusions within the operating mechanism external organizational units, as well as the factors behind the team and other personnel and discovery.
I believe these findings and found that cosmetic products are for the domestic industry to bring reference study results, as well as academic theory of how the brand does not fall Evergreen diligence, raises a number of reference results.
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