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    題名: 商業企劃書 : 在台灣創立新的面膜品牌
    Business plan for creating a new face mask brand in Taiwan
    作者: 胡瑜珊
    Hu, Yu Shan
    貢獻者: 吳文傑
    Wu, Jack
    胡瑜珊
    Hu, Yu Shan
    關鍵詞: 面膜
    消費行為
    市場情況
    品牌定位
    企業家
    Face mask
    Consumer behavior
    Market status
    Brand position
    Entrepreneur
    日期: 2018
    上傳時間: 2018-06-01 17:39:26 (UTC+8)
    摘要: The raising of beauty awareness and increasing growth of optimistic view on market. In order to enter the market and position the brand precisely, it is important for cosmetics and skin care products were the trend in Taiwan in the last 5 years. As growing demand for consuming face mask become the trend, manufactures and brands have an entrepreneur to understand and analyze the consumer behavior, characteristics and market status of face mask in Taiwan. The purpose of this study is to understand the features of creating a new face mask brand in Taiwan and predict the overall operation, brand positioning and financial performance.
    For research and develop of Resplendissance face mask with natural ingredients and vacuum packaging, the price positioning at medium-premium level to target office lady, female in labor force and teenagers. The performance of Resplendissance financial statement for five years, the great investment on promoting the product on drug store and social media channels by bloggers and youtubers results serious financial problem of generating negative profit totally NTD$1,321,200 in the beginning of four years. Assuming growth rate of sell quantity increasingly by 40%~50% every year because of continuously promoting on social media channels to attract Taiwanese and foreign countries in Asia, then net profit will finally reach to positive NTD$ 149,220 in fifth year and generate positive profit in the following years.
    參考文獻: The origin and history of cosmetic face mask. https://chicchiq.com/the-origin-and-history-of-cosmetic-face-masks/
    Epotch Times. http://www.epochtimes.com/b5/17/4/19/n9052170.htm
    http://www.epochtimes.com/b5/18/1/15/n10059473.htm
    Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J. and Pope, G. S. (2004) Concentrations of parabens in human breast tumours. Journal of Applied Toxicology, 24 (1). pp. 5-13. ISSN 0260-437X from: http://centaur.reading.ac.uk/10465/
    Daily Headline News. https://kknews.cc/zh-tw/fashion/lz2jn2z.html
    Taiwan Trade. http://info.taiwantrade.com/CH/bizsearchdetail/361459/I
    Taiwan Economic Department of Statistics. https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2373
    China Times. http://www.chinatimes.com/newspapers/20130515000553-260204
    Fashion Guide. http://www.fashionguide.com.tw/Beauty/08/resMsgL.asp?LinkTo=TopicL&TopicNum=14406&Absolute=1

    Lai-Yu, Chun (2012). A Study on Female Consumer Behavior for Generic Brand and Facial Mask Products. Executive Master of Business Administration Ling Tung University.
    Business Weekly. https://wealth.businessweekly.com.tw/GArticle.aspx?id=ARTL000044814&p=0
    Manager Today. https://www.managertoday.com.tw/articles/view/53365
    TVBS news. https://www.youtube.com/watch?v=kXcCxbtu-mU
    Timeless Truth Mask official website. https://www.ttmask.com/johnlee
    Pressreader. https://www.pressreader.com/korea-republic/the-korea-times/20170202/281913067840656
    Jayjun official website. http://cn.jayjun.co.kr/
    Euromonitor International. https://www.fungglobalretailtech.com/research/deep-dive-face-mask-market-booming-competition-unique-ingredients-product-innovations-capture-lucrative-chinese-market/
    E-ICPE Eastern consumers data. http://www.brain.com.tw/news/articlecontent?ID=19250
    Chinese Marketing Information Service Inc. http://www.cmisi.com.tw/industry-tracking/2017%E4%BF%9D%E9%A4%8A%E5%93%81%E5%81%8F%E5%A5%BD%E8%AA%BF%E6%9F%A5/
    Ming Weekly. http://www.mingweekly.com/beauty/beautytips/content-3293.html
    Taiwan Ecommerce and Startup Association. http://www.brain.com.tw/news/articlecontent?ID=19250
    Department of Statistics. https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=2968
    Economic News. https://www.economic-news.tw/2018/01/cosmetic.html
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    104933029
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104933029
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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