保養品品牌定位之研究—以百貨公司通路之品牌為例

Abstract

我國化妝保養品市場目前充斥著全球各大名牌產品，每年均從海外進口相當數量的化妝保養品。2003年台灣化妝保養品進口已達新台幣192億元以上，較前一年成長了16.7%。其中以美容保養皮膚產品需求最大，進口值高達126億元，臉部保養品佔60多億元以上。本研究利用Aaker的品牌權益作為品牌定位之相關屬性，加上多元尺度法所描繪出的知覺圖，來加以分析百貨公司所銷售之保養品在消費者心目中的品牌定位的差異，以提供保養品品牌經營及顧客服務之參考依據。

本研究以六家保養品品牌作為研究對象，總共抽取了320位曾經購買或使用過百貨公司為銷售通路的保養品的問卷填答者，最後，依據統計結果可將六個保養品品牌分成四類，第一類為理想競爭者，包括資生堂、高絲和蜜絲佛陀(SK-II)，第二群為植村秀，第三群為佳麗寶，第四群為雅詩蘭黛。領導品牌群為資生堂、高絲和蜜絲佛陀(SK-II)；挑戰品牌群為距離中領導品牌次遠的品牌，即是植村秀，追隨品牌是距離次遠的佳麗寶，利基品牌群則是距離最遠的為雅詩蘭黛。

Nowadays, the market of cosmetics and skin care products in Taiwan is flooded with international brands; hence the import number increases every year. In 2003, the import amount of cosmetics and skin care products reached 19.2 billion dollars, and the total number in 2003 also increased 16.7 % than 2002. Among them, skin care products show the great need; its import amount is 12.6 billion dollars. Still, the face care products occupied over 6 billion dollars. This research uses Aaker's brand equity as the relative attribute for brand positioning and applies perceptual map created by Multidimensional Scaling to depict and analyze the difference among brands in the department stores. Finally, we use the result to suggest strategies for brands.

This research selects six brands in department stores as research objects and interviews 320 customers who had bought or used those products. According to the statistic result, six brands can be divided into four groups. The first category is Shiseido, Kose and SK-II. The second category is Shu Uemura. The third group is Kanebo. The fourth group is Estee Lauder.