港台保養品文化與行銷傳播策略之研究

Abstract

近年來台灣的美妝保養品紅遍兩岸三地，成為很多港澳旅客來台必買的伴手禮。台灣與香港雖同受儒家文化影響，但兩地長期以來的文化發展依然受到不同的環境影響，這些環境因素包括政治體系、社會、經濟、自然環境、生活型態等等，故而產生文化上的差異。本研究主要目的為應用Hofstede 的國家文化構面為理論架構，研究台灣與香港在臉部保養品行銷傳播策略之差異性，並從中比較台灣、香港兩地之間的文化對保養品行銷方式的影響。研究結果發現香港在廣告代言人中所呈現的權力距離比台灣高；而個人主義在訊息傳播及保養品電視廣告中的表現，則香港傾向採用個人主義的理性訴求，台灣偏好強調集體主義的情感訴求；在規避不確定的保養品廣告上，台灣傾向採用明確、專家推薦、爭取信任的務實策略，在品牌及廣告訊息呈現的明確度較高於香港；此外，香港的保養品廣告訴求呈現的不確定性規避較低，因此採用口碑行銷策略，廣告的創新性也較高；再者，台灣在男性保養品廣告上呈現較高的陽剛性，反之陽剛性在香港廣告中的表現較低；最後，長 / 短期導向在港台保養品行銷策略之跨文化比較分析上，並沒有顯著的關聯性。除了Hofstede的文化構面差異外，本研究也發現港台在促銷活動的策略上也有很大的差異，而促銷活動的差異則表現在價值與促銷檔期這兩方面。

Skin-care is one of the fastest growing segments of the beauty industry in the Asian market. In Taiwan, skin-care products have become the must-buy souvenirs since Taiwanese own branded facial products hit the market recently. This research aims to investigate differences in marketing communication strategies of skin-care products between Hong Kong and Taiwan through examining the cultural influence on values, norms and behaviors. Although the culture of Hong Kong and Taiwan are both influenced by the traditional Confucianism, both countries have developed their own unique social and cultural practices due to the effect on different environmental factors including political system, social economic, natural environment, and lifestyle.

In order to better understand and compare the cultural differences between these two regions, Geert Hofstede's Cultural Dimensions theory will be applied as a major theoretical framework on this study. By examining the previous literatures, field observation and conducting in-depth interviews with these related professionals of both countries, the results showed that Hong Kong and Taiwan do have some significant marketing differences to some extent. For instance, the study revealed that Hong Kong has a higher power distance in the selection of advertising spokesperson despite both are in the high power distance category. Apart from the Hofstede’s cultural dimensions, the promotion strategy between Hong Kong and Taiwan also has great differences on value and promotional methods.