A study of cultural and marketing communication strategies of skin-care products between Hong Kong and Taiwan

• Main Authors: Wong,Heung-Kwan, 黃向群
• Other Authors: Kuo, Lian-Wen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/phpx5b

碩士 === 國立交通大學 === 傳播研究所 === 105 === Skin-care is one of the fastest growing segments of the beauty industry in the Asian market. In Taiwan, skin-care products have become the must-buy souvenirs since Taiwanese own branded facial products hit the market recently. This research aims to investigate differences in marketing communication strategies of skin-care products between Hong Kong and Taiwan through examining the cultural influence on values, norms and behaviors. Although the culture of Hong Kong and Taiwan are both influenced by the traditional Confucianism, both countries have developed their own unique social and cultural practices due to the effect on different environmental factors including political system, social economic, natural environment, and lifestyle. In order to better understand and compare the cultural differences between these two regions, Geert Hofstede's Cultural Dimensions theory will be applied as a major theoretical framework on this study. By examining the previous literatures, field observation and conducting in-depth interviews with these related professionals of both countries, the results showed that Hong Kong and Taiwan do have some significant marketing differences to some extent. For instance, the study revealed that Hong Kong has a higher power distance in the selection of advertising spokesperson despite both are in the high power distance category. Apart from the Hofstede’s cultural dimensions, the promotion strategy between Hong Kong and Taiwan also has great differences on value and promotional methods.