隨著近年經濟發展、消費者者意識抬頭等，美妝產品已非早期的奢侈品，並逐漸成為目前日常生活中不可或缺產品之一，而近年也有許多不同國內外之品牌崛起增加市場競爭情形，故相關國內業者如何透過口碑行銷及品牌建立過程，以獲取相關經營利基來源為重要課題。而本研究藉由國內實際運營M公司研究個案探討結果，共有以下幾點重要研究發現：
一、針對美妝品牌業者而言，須有清楚的品牌定位及訴求，進而引起消費者共鳴及進行口碑行銷機會
二、美妝業者藉由整合控管產品原料品質、研發生產、銷售行銷、虛實通路佈建等來加強品牌訴求價值
三、美妝產業相關中小型業者可透過跨界合作等增加行銷宣傳力道及利用品牌獨特訴求創造利基市場

With the economic development and the rise of the consumer's consciousness in recent years, Cosmetics products are not luxury and have become one of the indispensable things in daily life. There are many brands at home and from abroad and it becomes more competitive in the market recently. So, how the domestic firms to build word-of- mouth marketing and brand management to obtain the niche markets is an important issue. This thesis takes case study of M company. to explore it and then gets some important findings as followings.
1.For a cosmetics firm, it must have a clear brand positioning and storytelling, and then resonates with consumers and takes word-of-mouth marketing opportunities.
2.A cosmetics firm can enhance their brand value by integrating the control of product quality of raw materials, research and development, the production, sales and marketing, and the construction of real and virtual channels. 
3.The related cosmetics SMEs could create their niche markets by cross-border cooperation and making unique appeals to increase the strength of brand promotion.

目錄
致謝詞 II
目錄 V
表目錄 VII
圖目錄 VIII

第一章 緒論 1
第一節    研究動機 1
第二節    研究目的 7
第三節    研究範圍 8
第四節    研究流程 9
第二章 文獻探討 11
第一節    企業品牌 11
第二節    口碑行銷 24
第三節    口碑行銷與企業品牌經營 33
第三章 研究方法 35
第一節    個案研究法 35
第二節    研究個案之選擇 43
第三節    訪談大綱 46
第四章 個案分析結果 50
第一節    M公司發展及訪談對象說明 50
第二節    口碑行銷與企業品牌建立探討 54
第三節    M公司之行銷經營策略探討 68
第四節    未來發展探討 80
第五節    小結 83
第五章 研究結論與建議 87
第一節    研究結論 87
第二節    研究限制與建議 90
參考文獻 91
中文部分 91
英文部分 93

表目錄
表 1-1 美妝品之生產值與內外銷值 4
表 1-2 洗髮護髮產品之生產值與內外銷值 4
表 2-1 企業品牌之定義彙整	 12
表 2-2 口碑行銷之定義彙整	 25
表 4-1 本研究之訪談對象整理 53
表 4-2 影響口碑行銷及品牌建立關鍵因素探討 55
表 4-3 品牌名稱與意義、口碑行銷鏈結及內容提供者 58
表 4-4 品牌發展及效益評估、口碑行銷因應探討 61
表 4-5 品牌建立策略及營銷網路探討 65
表 4-6 口碑行銷及顧客關係管理、通路與定價探討 68
表 4-7 口碑行銷與顧客回饋、企業品牌經營探討 73
表 4-8 口碑行銷特性及主要管道、影響品牌效益探討 76

圖目錄
圖 1-1 美妝品產業結構 2
圖 3-1 本研究個案研究之流程 42
圖 4-1 M公司設計形象產品代言人-髮仔 50

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