| Summary: | 碩士 === 國立臺灣藝術大學 === 視覺傳達設計學系 === 102 === The cosmetics using of age range and sex has significant differences due to the change of consumer purchasing habits and fashion trend according that the extent of cosmetic marketing is also expanded rapidly. The marketing of cosmetic in Taiwan is approximately NT 72 billion per year, moreover, the cosmetics counter is 35.5 billion, the open-shelf type is 25 billion, and other channel is 11.5 billion, respectively. According to Nielsen, there are 91% of 18-25 year-old female consumers used to shop on open-shelf channel; in the future 3-5 years, the increment of cosmetic market are about 20% per year. The statistical data shows that the business opportunity of marketing of open-shelf type is higher than cosmetics counter.
In this study, using interviews method and the questionnaire survey into screened out of the senior marketing supervisor who work at open-shelf Cosmetics Company. After focused interviews, the survey results of the comparative analysis of female consumers in general similarities and differences identify packaging design marketing strategies for the female consumer buying behavior factors specific factors. The results showed that (1) Female consumer buying habits in open-shelf cosmetics include brand could provide consumers a sense of trust and trademark is a critical factor for package designing. If features, prices or capacity is similar conditions, brand will be a priority consideration. Word of Mouth recommendations should be sincere. (2) Open-shelf cosmetics package design and marketing strategy have representatives. The cosmetic packaging applications modes include packaging design with color of style, a simple is better than bright. Elements of Style relate to the overall brand image consistent. Those common factors will attract buyers to purchase such as regional, seasonal or styles limit or have you ever keep the used package for other purposes etc.
In addition, this study conducted semi-structured interviews with the national average index of cosmetics companies have more than 15 years of senior marketing personnel. The interviews compiled summarized into clear marketing model for open-shelf cosmetics best practical experience has been resolved. These findings could provide the relevant researchers and open shelf cosmetics company marketing and design staff, recommended as a reference and basis for product development time.
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