| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 101 === There are many small and medium-sized enterprises in Taiwan, and they occupied the majority of the Taiwanese economy. These are owned by entrepreneurs who started their own business by bearing more pressures and responsibility than ordinary office workers. It is exactly the spirit of innovation and adventure that brings Taiwan so many number one products and high ranking industries in the world.
Cosmetics and skin care products are in one’s everyday life, whether one is male, female, young or elderly. This results in a rapid growth of the cosmetic industry, thus integrating cosmetic with the biochemistry technology, continuously bringing innovative products. People who care about their appearance and who like to stay young can benefit from these innovative products without the risk of medication. For many, cosmetics are truly helpful for their career, marriage and life. Thus, we take the position that this industry will never saturate, there are only replacement of old products due to the nature of competition. Different products are popular at different times, but a new brand with adequate marketing strategy that fits the market trend and requirement can always find its way to success.
Nowadays, MIT (made in Taiwan) products are gaining popularity in China. The properties and quality of the products brings higher satisfaction and confidence to local consumers. Take for example, the Pineapple cake is a must-buy souvenir for Chinese traveling to Taiwan. Facial mask and lotion also represent gifts of the highest sincerity that are purchased in cartons and with a high repurchase rate.
As a result, the objectives of this study are analyze the cosmetics market in Taiwan and China, and to identify the opportunities to break in and excel in this market. Based on the analysis, this study concludes with an entrepreneurial business plan to start-up Summer Face, a new cosmetics brand, hoping that it may bring MIT cosmetics to China, and one day, to every corners of the world.
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