Comparing Selection Criteria of Cosmetics Retail Suppliers between Online and Offline

• Main Authors: WANG, HSI-TSANG, 王錫蒼
• Other Authors: CHANG, CHAN-YEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/96039788175958768215

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 105 === Both manufacturing and retail markets have been prosperously developing and rapidly grow in Taiwan’s cosmetics market. Many local cosmetics companies co-work with international brand as OEM Supplier for a long time, also established its own brand recently. While setting their retail network, they used to work with health and beauty specialist retailer (offline retailer) and online shopping mall (online retailer). Therefore, knowing the suppliers selection criteria of online and offline cosmetics retailer is a critical issue to enter the market successfully. On the other side, health and beauty specialist retailer still represent the largest market share and the sales of online shopping mall grows quickly. Therefore, to understand each other for the supplier’s selection criteria is a key for online companies to select different consumers and cosmetics suppliers and adjust some of selection criteria. It would be useful for them to select better and suitable cosmetic suppliers to cooperate and develop a precise procurement strategy for increasing the company's overall benefits. This study reviews the supplier selection documents, collected totally 7 dimensions and 28 indicators from relevant literature review. Employing the "Modified Delphi Method" to investigate the views from 9 industry experts, this paper finally filter 7 major dimensions and 24 indicators in the end for further questionnaire. Followed by the “Analytic Hierarchy Process (AHP)”, this paper conducted the survey from 15 experts in offline cosmetics retailer and 15 experts in online retailer. The results showed that the top three dimensions of health and beauty specialist cosmetics retailer (offline cosmetics retailer) are as the followings, the first is “product and quality” (priority vector 0.298), followed by price and cost (priority vector 0.224), and the last one is “conditions of supplier” (priority vector 0.157). The top three dimensions of online shopping center (online cosmetics retailer) are “product and quality” (priority vector 0.272), “price and cost” (priority vector 0.269), and “cooperation and relationship” (priority vector 0.215). Regarding top 5 indicators of beauty specialist retailer (offline cosmetics retailer) is “commodity price” (priority vector 0.124), “product planning and development” (priority vector 0.089), “brand awareness and nomination” (priority vector 0.087), “experience” (priority vector 0.076), and “promotional price reductions” (priority vector 0.075). And the top 5 indicators of online shopping center (online cosmetics retailer) is “promotional price reductions” (priority vector 0.140), “effectively communication” (0.133), “commodity price” (priority vector 0.101), “brand awareness and nomination” (priority vector 0.097), and “product planning and development” (priority vector 0.060). “Price and Promotion” and “Brand and Product” are two type of important factors for online and office cosmetic retailer. It shows us that the consumers more focus on “cost vs. price”, wish to purchase the famous brand with lower price. We suggest that buyers of the retailers are able to stay concern with the changes in the market and consumer preferences, and also to share with the suppliers for providing consumer-friendly goods. For cosmetics suppliers, the most important is keeping to increase the brand awareness, been a consumer’s preference brand.