The Innovative Management Strategy for Cosmetics Websites：A Case Study on UNT

• Main Authors: LIN, SUNG-PO, 林松柏
• Other Authors: 盧鴻鋆 博士
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/10674428026157507573

碩士 === 實踐大學 === 企業創新與創業管理研究所 === 98 === According to the market survey “Taiwan on-line shopping market present situation the investigation to demonstrate in 2009” by Market Intelligence & Consulting Institute （MIC）,the market of on-line shopping might reach 3,116 hundred million. Where beauty and health care accounted for 9.3% of online shopping market, it shows that the skin care products/cosmetics is a very competitive market. There are many cosmetics websites sale goods by network, the scale、the product and the service are also different. But the main discussion factor for this research is innovative management strategy, therefore has chosen UNT as the object of study which is the first one who take the medical level maintenance on website , used the pyramid management strategy construction to explains its innovation management strategy, and the comparison is “DR .WU” and “ Neogence” . Through analysis and summarized, the proposed "Business Strategy Pyramid Structure" includes: business model, revenue model, value creation and competitive advantage, and communicate with consumers to assess the innovation strategy of skin care products website. The paper use the pyramid structure to analyze business strategy case study, Against the skin care products to add a new dimension "communicate with consumers" to view the UNT network of medical beauty care products is more innovative than the other two sites. For example: SSL certificate (Secure Sockets Layer), "Taipei cosmetics industry self-management certification" medal or even the publication of books and lectures to marketing for the UNT web, these are the sites ahead of the innovative skin care products.