A STUDY OF FEMALE CONSUMER OF SKINCARE LATECOMER BRAND – A CASE TOP NOTCH LUCK FACEBOOK FAN PAGE

• Main Authors: Yi-Chia Lu, 呂翊嘉
• Other Authors: LOLA C.P CHEN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/98ktbz

碩士 === 元智大學 === 管理碩士在職專班 === 104 === With the times changing and the rise of female consciousness, women now don’t only care about virtue, but pay more attention to skin-care products which promote a younger and more attractive appearance. In addition, with the popularity of the internet and its use by the general public for shopping which drives the electronics business. It also effects the purchasing of skin care products. In this study, first-mover marketing strategies of skin care products are used to compare those of later-comers. I particularly focus on the behaviours of on-line shopping and strategies of fan page management. In this regard I use later-comer “TOP NOTCH’s” fan pages as study material. The result indicates that first-mover’s marketing strategies impact strongly on female customers’ behaviour. Later-comers can refer to first-movers’ marketing methods to upgrade marketing strategies. This study concludes the most effective ways for marketing skin-care brands is promotion by ordinary people and discount events, regardless of first- or later-comers. Artist or celebrity promotion is also effective. A good way to manage ‘fan pages’ is to share knowledge and technicalities regarding skin-care. Page design should be easy-to-read and the text should be compelling, in order to keep people’s attention. In the Taiwanese skin-care production industry, the technology is already advanced. Greater support from customers could be attracted by better business philosophy, quality insurance, quality control which will improve confidence in the brand, and ensure that the Taiwan skin-care industry blossoms.