An Study of Cosmetic Brand Operation-An Empirical Analysis of Six Cosmetic Brand

• Main Authors: CHOU, HSIANG-CHUN, 周香君
• Other Authors: TSAI, JYAN-SYUNG
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/66055701430414590455

碩士 === 國立臺北大學 === 合作經濟學系 === 91 === With the increase of competition in marketing, brand management is increasingly demanded by enterprises. Once the brand is properly managed, obvious brand extension effect is obtained. Proper brand management costs much lower than creating a new brand and results in more benefit. The thesis is based upon the investigation of cosmetic brand, in which brand awareness, brand royalty, brand association, brand perception and brand competition are included and analyzed. With data being statistically analyzed, the brands are thoroughly investigated. By brand royalty analysis, the brand royalty structure of cosmetic brands can be constructed. By brand competition analysis, we can recognize the main competitor and know its market share, key success factor, competitive strength and weakness, and competitive strategy. By brand association analysis, we can calculate the brand association of each cosmetic brand. According to the result of brand monitor analysis, the brand strategy can further be determined. Brand strategy planning including brand product strategy, brand promotion strategy, brand channel strategy, brand competition strategy, brand advertisement strategy, etc. The thesis thus provides cosmetic brand, such as CHANEL, CLINQUE, LACOME, SHISEIDO, SHU UEMURA, and SKⅡ with strategic suggestion to enhance the brand equity. The advantage of CLINQUE is price, and the advantage of SHISEIDO is whiting, whole value, and price. The advantage of SHU UEMURA is nature component, and the advantage of SKⅡ is moisture and whiting. Then formulating related brand strategies.