| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 105 === Following the benefits of globalization and online marketing, the cosmetics industry has been affected by changing rapidly industrial environments and increasing market competition, and faced the market competition of global cosmetics manufacturers. In recent years, cosmetics market in Taiwan and Asia has signs of growth. According to the Ministry of Economic Affairs statistics released industrial economy statistic, the average growth rate of nearly 5 years is 7%, and estimated annual output value is expected to challenge the historical peak of 17.5 billion. People have increased the frequency of using cosmetics products, because of the influence of the transformation of life. Most people think that make-up is a necessary etiquette to attend important occasion. Regardless of the factors of function of the product, price, and access, those factors affect the sales of cosmetics. Therefore, the makeup industry in the sale of make-up products, the use of different sales will form a different brand image, and brand image needs to be considered an important factor, and determines the product positioning, marketing channels, and sales of the object. The diversity of the make-up products and the characteristics of Taiwanese consumers for the selection of make-up products, resulting in the brand image of the make-up products affect the consumer's impression of the goods and the standards of purchase, and the important factors of consumer purchasing decisions.
The main purpose of this study is to discuss the choice of consumers in the open-shelf access to the make-up brand, and the commodity perceived value and manufacturers to create the brand image, whether the impact of customer loyalty. Therefore, this study was conducted in the range of the open access path with different brand, and used the method of questionnaire and statistical analysis to understand the consumer’s purchasing decision. The research results revealed that the brand image has a positive effect on perceived value and customer loyalty, and it can be understood that its brand image is a good perceived value and continuous purchase intention for consumers. Taiwan's emerging cosmetics are in a booming, and the creation of brand image is necessary factors for the emerging cosmetics, but also for the emerging cosmetics to enter the market threshold. How to create a brand image of cosmetics products to become the necessary considerations for cosmetics companies to develop the cosmetic products.
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