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中文論文名稱 男性保養品市場之關鍵成功因素之探討
英文論文名稱 A Study of Key Success Factors of Adult Skin Care for Man Market
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 93
學期 2
出版年 94
研究生中文姓名 賴慧如
研究生英文姓名 Hui-Ju Lai
學號 791400251
學位類別 碩士
語文別 中文
第二語文別 英文
口試日期 2005-06-03
論文頁數 125頁
口試委員 指導教授-林光賢
委員-戴嬡坪
委員-黃志文
中文關鍵字 男性保養品  關鍵成功因素  品牌型式 
英文關鍵字 Key Success Factor 
學科別分類 學科別社會科學商學
中文摘要 男性臉部保養品市場仍處於產品生命週期中的導入期階段,對廠商而言, 新產品該不該進入這塊屬於「處男地」的市場? 要掌握的成功關鍵因素為何?
本研究針對這些問題,主要欲探討國內化妝品保養品市場的發展現況及未來發展趨勢,「男性保養品」的成功關鍵因素分析,品牌型式及使用狀況之分析、不同品牌型式對人口統計變數影響,以提供作為廠商擬定行銷策略時之主要參考依據。。
本研究藉由參考各相關文獻及進行實務訪談,歸納出20個成功關鍵因素,並發放500份問卷給在大台北地區有使用清潔類保養品的男性消費者。本研究以問卷調查的方式,來評比問卷中20個關鍵成功因素的重要程度。
經由實證分析獲得如下之發現:
1.跟產品的功能相關的「產品品質」,「產品徹底清潔的能力」,「使用方法簡單」為前三名最重要的關鍵成功因素。而男性消費者認為最不重要的關鍵成功因素為「喜歡廣告」,「網路活動效果」,「產品的代言人」。
2.在男性保養品市場的開架式品牌為未來大有機會的通路。(男性消費者比較喜愛開架式品牌約佔83.9%,而專櫃品牌產品僅佔16.1%。)
3.在年齡、婚姻狀況、職業、學歷在不同的品牌型式並無顯著差異但是在可支配所得方面則有顯著差異。會選購開架式品牌的消費者顯然是可支配所得較低的而專櫃品牌則為可支配所得較高的。以上發現可讓廠商做為策略定位參考。
英文摘要 In terms of life cycle, facial skin care products for men are still in the stage of introduction and competition is not stiff yet. For international brands, whether or not to enter the “virgin” market, what the critical factor for success is, and how to attract customers in the competitive environment are important issues.
This research’s objective is to analyze the current situation and future development of domestic cosmetics/skin care product market, as well as the KSFs for “skin care products for men”, the influences of the different brand types to KSFs, the influences of the population statistic variable to different brand types, as a reference for brands to develop their marketing strategies.
Organizing mentioned documents and interviews with specialists and marketing professionals of skin care product, the research summarized 20 KSFs affecting a business’ entry to male skin care market . The research finding are as followings:
1. The top three important KSFs are “Product quality,” “Cleansing power” and “Easy to use” and of which are all related to the functions of the products. The least important KSFs are advertising effect, Internet campaign and Celebrity endorsement.
2. Open shelf channel has the highest potential in the future (Men consumer more like open shelf brands: 83.9%, Counter brands: 16.1%)
3. There is no difference in age, marriage status, occupations education degrees, but in individual monthly budgeting income there is big difference. Lower income consumer preferred open shelf brands, but higher income consumer prefer counter brands.
Above findings can have some reference when company want to set their marketing strategy.
論文目次 目錄…………………………………………………………………………………....I
表目錄………………………………………………………………………………..III
圖目錄…………………………………………...…………………………………...IV

第一章 緒論……………………………………………………………..1
第一節 研究背景與動機 ………………………………………………………1
第二節 研究目的 ………………………………………………………………3
第三節 研究範圍與對象 ………………………………………………………3
第四節 研究流程………………………………………………………………..4

第二章 文獻探討與相關理論……..…………………………………....6
第一節 關鍵成功因數之探討…………………………………………………..6
第二節 台彎保養品市場概況…………………………………………………18
第三節 男性保養品研究之相關文獻…………………………………………24
第四節 影響企業進入男性保養品市場之關鍵成功因數……………………25

第三章 研究設計………………………………………………………27
第一節 研究對象………………………………………………………………27
第二節 問卷設計………………………………………………………………27
第三節 資料分析方法…………………………………………………………29
第四節 樣本資料………………………………………………………………30
第四章 研究分析………………………………………………………34
第一節關鍵成功因素重要性之分析………………..…………………………34
第二節 品牌型式及使用狀況…………………………………………………40
第三節 品牌型式之人口統計變數分析………………………………………41

第五章 發現與建議…..…………………………………..……………46
第一節 研究結果……………………………………………..….…………….46
第二節 策略涵義……………………………………………..….…………….48
第二節 研究限制………………………………………………………………50
第三節 後續研究建議 …………………………………………..……………51

參考文獻……………………………………………………..…………52
附錄一問卷………………………………………………..……………56

表目錄
表2-1 Leidecker and Bruno 之關鍵成功因素分析方法…………..…………….16
表2-2 國內百貨專櫃的男性保養品牌……………..…………………………...21
表2-3 國內開架式通路的男性保養品牌………………………………………...21
表2-4 關鍵成功因數訪談人員名單.……………………………………………26
表3-1 信度分析表……………………………………………………..……..….30
表3-2 有效樣本之基本資料分佈表…………………………………………….32
表4-1 關鍵因素之重要程度排序之結果. ……………………..……………..….35
表4-2 關鍵成功因素一之命名與分析結果……………………………………...37
表4-3 關鍵成功因素二之命名與分析結果……………………………………...37
表4-4 關鍵成功因素三之命名與分析結果……………………………………...38
表4-5 關鍵成功因素四之命名與分析結果……………………………………...38
表4-6 關鍵成功因素五之命名與分析結果……………………………………...39
表4-7 關鍵成功因素六之命名與分析結果……………………………………...39
表4-8 品牌型式使用狀況表……………………………………………………...40
表4-9 品牌使用狀況表………………………………………………………….41
表4-10 品牌型式與年齡之次數配………………………………………………...42
表4-11 品牌型式與婚姻狀況之次數分配..……………………………………...43
表4-12 品牌型式與職業之次數分配..……………………………………….…..43
表4-13 品牌型式與學歷之次數分配……………………………………..…..….44
表4-14 品牌型式與可支配所得之次數分配表……………………45

圖目錄
圖1-1 研究流程圖………………………………………………………….……..5
圖2-1 五力分析架構圖…………………………………………………….……14
圖2-2 開架式保養品廠商的銷售通路架構圖…………………………….……20
圖2-3 台灣保養品市場分析圖─依通路別……………………………….……23

英文目錄:
Chapter 1 Introduction……...……………………………..……………………….1
Section I. Research Background…………………..…………..............................1
Section II. Research Objectives….….…..……………………………….……….4
Section III. Research Scope and Object………………………………………….5
Section IV. Research Process……….…………………..…….....…………..…6
Chapter 2 Document Research and Related Theories….…………….…................8
Section I. Key Success Factors..............................................................................8
Section II. Taiwan Skin Care Market Overview………………………...……..24
Section III. Related Documents of Male Skin Care Research ……………….30
Section IV. KSFs Affecting Brands’ Entry to Male Skin Care Market……....32
Chapter 3 Research Design...…………………….…….....………………………..34
Section I. Research People………………………………………………...…34
Section II. Questionnaire Design ……………………………..………………...35
Section III. Research Method……………………………………………...……37
Section IV. Personal Information of Samples…………………………………..39
Chapter 4 Information Analysis and Organization………….…………………...42
Section I. Analysis on the importance of KSFs………………….……………42
Section II. The Brand Types and Usage Condition……………………………..48
Section III. The Influences of the population statistical variables to different brand types……………………………………………………………………...................50
Chapter 5 The Findings and Suggestions….…………………...……………...54
Section I. Research Results……...…………………………...…………………54
Section II. Strategies Definition….…..........................................................……57
Section III. The Research Limitations……………...…………………………...60
Section IV. The Continuous Research Suggestions……...……………………..60
Reference………………………………………………………………………….....62

List of Tables
Table 2-1 Analytical techniques of KSFs by Leidecker and Bruno……..…………........80
Table 2-2 Leading counter cosmetics brands for men……...............................................88
Table 2-3 Leading open-shelf cosmetics brands for men…….…...................…………..88
Table 2-4 KSF interview people list……………………………………………………..92
Table 3-1 The factor of reliability…………………….…………...……………...……..98
Table 3-2 Effective samples Distribution……………………………………….……100
Table 4-1 The Results for the importance degree orders of KSFs…………………….103
Table 4-2 The naming and analyzing results of the first key success factor 1……........104
Table 4-3 The naming and analyzing results of the second key success factor 2..……105
Table 4-4 The naming and analyzing results of the third key success factor 3….…......105
Table 4-5 The naming and analyzing results of the fourth key success factor 4....……106
Table 4-6 The naming and analyzing results of the fifth key success factor 5…….......106
Table 4-7 The naming and analyzing results of the sixth key success factor 6………107
Table 4-8 The condition of the brand types usage………………………………...……108
Table 4-9 The condition of brand usage…………………...…………………………109
Table 4-10 Brand types and age’s frequency distribution……………………………110
Table 4-11 Brand types and marriage status’s frequency distribution…………………110
Table 4-12 Brand types and occupation’s frequency distribution……………………111
Table 4-12 Brand types and disposable Income’s frequency distribution…………......112
Table 4-14 Brand types and disposable Income’s frequency distribution…………......114

List of Charts
Chart 1-1 Research Process………....…………………………....................................67
Chart 2-1 Five Force Analysis Structure…………..……………………………...….78
Chart 2-2 Sales distribution structure chart of open-shelf skin care brands………….87
Chart 2-3 Analysis on Taiwan Cosmetics/Skin Care Market—by channels…………90
參考文獻 中文部分:
大前研一(1985),策略家的智慧,長河出版社。
王淑慧(1998),「產品種類、品牌知名度、參考價值與涉入程度對消費者購買意
願的影響」,成功大學企業管理研究所未出版碩士論文。
司徒達賢(2001),策略管理,遠流出版公司。
周文賢(1999),行銷管理─市場分析與策略規劃,智勝文化。
周文賢與吳金潮(1996),「碩士論文撰寫方法」,華泰圖書文物公司。
林麗雪(1985),「化妝品業的土洋戰爭」,卓越雜誌。
陳位存(2000),「台灣地區連鎖藥局經營策略之研究」,淡江大學國際貿易學系國 際企業研究所碩士論文。
陳麗秋(1997),「心理與社會性變數對女性化妝品購買及使用行為之影響」,國立台灣大學碩士論文。
常如君(2003),「大學生信用卡循環信用使用行為影響因素與相關政策之研究」,國立台灣師範大學碩士論文。
單聖鈴(1991),「影響男士購買裝用化妝品之心理與社會性變數探討」,中興大學企業管理研究所碩士論文。
黃俊英,「行銷研究-管理與技術」,華泰圖書文物公司,1987年。
張光輝(2003),「生技產業之成功關鍵因素研究」,陽明大學企業管理研究所碩士論文。
簡仁傑(1985),「台北市男士保養化妝品使用者生活型態之研究」,政治大學企業管理研究所碩士論文。

英文部分:
一、Chinese
Da-Chen-Yan-Yi (1985),Thewisdom of knowledge for strategist 。
Wang Su-Hui(1998),「Product category、Brand awareness、reference value and interrfer level to consumer buyer desire」,National Cheng Kung University Business Administration Department graduate unpublished thesis。
Ci-Tu-Da-Can (2001),Strategy Managmenet。
Chou Wan-San (1999),Marketing Management─market analysis and strategy planning。
Chou Wan-San and Wu ken-Chou (1996),「The way to write master thesis」,Hwa-Tai book company。
Lin Lei-Sha(1985),「The War of cosmetic for east and west」,Excellence Magazine。
Chen Way-Chan(2000),「The study of Taiwan chain drug store strategy」,Dan-Kan University International Trade Department graduate thesis。
Chen Li-Chou(1997),「The study of the impact of shopping behavior and psychological and social-Adult skin care for women market」,National Taiwan University Master degree thesis。
Chaung Ruth-Jean(2003),「The Research of the Related Policies and the Factors which Affect College Students' Behavior on the Revolving」,National Taiwan Normal University graduate thesis。
Dan Sen-Lin(1991),「The study of the factors of shopping behavior and psychological and social-Adult skin care for man market」,National Chung Hsing University Business Administration Department graduate thesis。
Huang Gen-Yin,Marketing research-Management and Technicial,Hwa-Tai book company,1987年。
Chang Kuan-Huei(2003),「The study of KSFs for Bioindustry」,National Yang Ming University Business Administration Department graduate thesis。
Chan Zen-Cha(1985),「The study of Taipei Adult skin care for man consumer life style」,National Chengchi University Business Administration Department graduate thesis。

二、English
Ansoff, H. I. (1965), Corporate Strategy, New York: McGrawHill, pp.2-16.
Andrews, K. (1971), The Concept of Corporate Strategy, Homewood, Illinois: Dow-Jones-Irwin, pp.1-15.
Aaker, D. A. (1984, 2001), “Managing Assets and Skills: The Key to a Sustainable Competitive Advantage,” California Management Review, Winter, pp.91-106.
Aaker, D. A. (1988), Developing Business Strategies, pp.87-122.
Aaker, D. A. (2001), Harvard Business Review on Brand Management, pp.67-98.
Boynton and Zmud (1984), “An Assessment of Critical Success Factor,” Sloan Management Review, 984 (Summer), pp.17-27.
Daniel, D. R. (1961), “Management Information Crisis,” Harvard Business Review, (September October), pp.111-121.
Ferguson, Charles R. and Roger Dickinson (1982), “Critical Success Factor for Directors in the Eighties,” Business Horizons, 23, pp.14-18.
Hair, Joseph F. Jr., Anderson Rolph E., Tatham Ronald L. and Black William C., (1998), Multivariate Data Analysis, 5th ed., Upper Saddle River, N. J.: Prentice-Hall.
Hofer, Charles W. and Dan Schendel (1978), Strategy Formulation Analytical Concepts, New York: West Publishing, pp.58-82.
Hofer and Schendel (1987), Strategy Formulation: Analytical Concepts Boston, Harvard Business School Press.
Joel, K. Leidecker and Albert V. Bruno (1984), “Indetifying and Using Critical Success Factors,” Long Rang Planning, 17, pp.26.
Jenster, Per V. (1987), “Firm Performance and Monitoring of Citical Success Factors in Different Strategic Contexts,” Journal of MIS, 3(3), pp.17-33.
Kaiser H. F., (1960), “The Application of Electronic Computer to Factor Analysis,” Educational Psychology Measurement, Vol. 20, p.141-151.
Leidecker, J. K. and A. V. Bruno (1984), “Identifying and using critical success factors,” Long Range Planning, 17(1), pp.23.
Michael E. Porter (1980), Competitive Strategy, New York: Free Press, pp.14.
Michael Porter (1985),競爭優勢,天下遠見出版社頁,1-20。
Rockart, J. F. (1979), “Chief Executives Define Their Own Data Needs,” Harvard Business Review, 57(2), pp.81-93.
Taiwan TNS Sofres Consumer Panel Report (2004). Vol. 23, p.78-96.
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