Beauty and Riches: An Analysis of the Marketing Strategy of Maintenance Products from the Point of View of the Sharing of Economy

• Main Authors: HUNG, TZU-YUAN, 洪子媛
• Other Authors: HSU, AN-CHI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2z3873

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 107 === There is a young and beautiful appearance that has always been a dream in the history of mankind. Many people will not hesitate to spend money and energy. In order to pursue their own beauty, it can also be said that beauty is a human nature. With the gradual improvement of people's quality of life, beauty products From the luxury of the past to the necessities of life, in addition to cosmetics to decorate the face, modern people also pay great attention to daily maintenance, and more and more attention to medical effects. Even in the 2005-2014 period after the financial tsunami, the global cosmetics market has never experienced a decline and only saw growth. According to surveys by international market research institutions such as Mintel and Kline, the trend of the cosmetics market in 2016 mainly includes: 1. Natural organic ingredients in the mainstream of cosmetics Application in technology 2. Innovation and consumer behavior become more obvious 3. Asian cosmetics market growth and important engine of research and development 4. Water is a new high-end cosmetics 5. Korean beauty boom continues to spread 6. Taiwan cosmetics internationalization and its Features; In Taiwan, the market for cosmetics and care products has grown steadily over the years. In addition, the Cosmetics Design survey shows that from the beginning of 2012, the global cosmetics market will increase the demand for organic and natural skin care products. By 2018, the reason is the increase in income and lifestyle changes. Growth, the global natural skin care market reached $30 billion in 2015, and the annual growth rate is expected to continue to rise by 10% by 2019. This paper will introduce the market marketing overview of skin care products. Through the maturity of the scale of Taiwan's skin care products, we will explore the feasibility and development direction of introducing the indirect business model into the market of skin care products in mainland China, and then analyze the business model of the distribution strategy of the sharing economy. , ASNIN Ai Xi Ning brand planning distribution system forecast analysis, and put forward countermeasures and doubts.