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台商嫁接大陸美容市場商業模式之探討-以自然美集團及克麗緹娜集團為例 = ...

國立高雄大學亞太工商管理學系碩士班

台商嫁接大陸美容市場商業模式之探討-以自然美集團及克麗緹娜集團為例 = An Exploration on the Business Model of Taiwanese Business Grafting into Mainland China Cosmetic Market - The Case Study of Natural Beauty Group and Chlitina Group

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	An Exploration on the Business Model of Taiwanese Business Grafting into Mainland China Cosmetic Market - The Case Study of Natural Beauty Group and Chlitina Group
作者:	涂美玲,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	85面圖，表 : 30公分;
標題:	連鎖加盟
標題:	Franchise
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/61509943753038473134
附註:	參考書目：面72-76
附註:	103年12月16日公開
摘要註:	摘要台資美容企業西進中國大陸已成為必然的趨勢，有鑑於研究者本人目前亦從事美容相關產業，將來也有進軍大陸市場的準備；遂興起研究成功台資美容業者如何以台灣經驗嫁接大陸美容市場之方法探討。研究問題針對目前中國大陸美容市場與台資企業在中國大陸市場的狀況分析，另外探討個案公司「自然美」及「克麗緹娜」進軍中國大陸美容市場所採取商業模式的差異性，以及未來台灣美容產業如何成功嫁接中國大陸美容市場？本研究採用文獻探討與回顧法、個案研究法、深度訪談法，套用「九大畫布-商業模式圖」針對個案公司進行商業模式分析，在進行研究的過程中發現，商機瞬息萬變，商業模式創新正以史無前例的規模和速度改變產業的生態。因此在新時代，企業必須學習利用新工具，本研究引用「九大畫布-商業模式圖」來探討個案公司的商業模式，試圖發掘其中的同異與優劣，希望對個案公司提出有用的創新商業模式，更重要的是透過研究檢視研究者本身企業是否已經老舊僵化，並且由研究中獲取靈感，有系統地創造及實踐新的商業模式，進而在競爭激烈的環境中為自己的商業模式找出新的定位與可能。關鍵字：連鎖加盟、傳直銷、商業模式 AbstractThe Taiwanese-funded cosmetic enterprises’ heading westward to Mainland China has become an inevitably trend. Since the researcher is also engaged in the cosmetic related industry currently and prepared for entering the Mainland China market, I therefore conducted the research on how to graft Taiwanese-funded cosmetic industry experience into the Mainland China cosmetic market.The research questions aim at analyzing the current condition of Mainland China cosmetic market and Taiwanese-funded enterprises in Mainland China. In addition, this study has also explored the difference of business model adopted by the case companies “Natural Beauty” and “Chlitina” in entering the Mainland China cosmetic market as well as how Taiwanese cosmetic industry grafts successfully into the Mainland China cosmetic market.This study adopted literature review, case study, in-depth interview and “Nine Canvas – Business Model Figure” to conduct business model analysis aiming at the case companies. In the research process, it is found that the business opportunities change. If the enterprises stay conservative instead of being innovative, they are bound to be weeded out.Therefore, in this new era, the enterprises are necessary to learn to adopt new tools. This study took “Nine Canvas – Business Model Figure” to explore the business model of case companies and investigate its advantage or disadvantage. It is hoped to propose useful innovative business model for the case companies. What’s more, through conducting research, I can examine whether my company is rigid and old, from which I can obtain the inspiration to systematically create and practice new business model so as to figure out the new position and possibility of my business model in such competitive environment.Keyword：Franchise、Multi-level Marketing、Business Model

台商嫁接大陸美容市場商業模式之探討-以自然美集團及克麗緹娜集團為例 = An Exploration on the Business Model of Taiwanese Business Grafting into Mainland China Cosmetic Market - The Case Study of Natural Beauty Group and Chlitina Group
涂, 美玲

台商嫁接大陸美容市場商業模式之探討-以自然美集團及克麗緹娜集團為例 = An Exploration on the Business Model of Taiwanese Business Grafting into Mainland China Cosmetic Market - The Case Study of Natural Beauty Group and Chlitina Group / 涂美玲撰 - [高雄市] : 撰者, 2014[民103]. - 85面 ; 圖，表 ; 30公分.
參考書目：面72-76103年12月16日公開.
連鎖加盟Franchise

台商嫁接大陸美容市場商業模式之探討-以自然美集團及克麗緹娜集團為例 = An Exploration on the Business Model of Taiwanese Business Grafting into Mainland China Cosmetic Market - The Case Study of Natural Beauty Group and Chlitina Group
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