| 摘要註: |
本研究是以美的深生醫科技有限公司進行行銷策略研究,美的深公司是一間自創品牌的保養品銷售公司,美的深公司擁有幾項特質很適合去研究探討,如:資本額小、公司成立剛滿5年、創辦人本身有醫學相關背景,美的深公司在醫美盛行的風潮下投入幾乎已飽和的臉部保養品市場,乍看之下是沒有什麼生存空間,但是到目前為止美的深公司尚在營運,想必一定有其可存活下來的原因,但似乎也有許多改善的空間,因此希望藉由此次研究發現問題並改善問題。此次研究方法是利用個案研究,4P及SWOT分析來做為研究架構,得到主要結論與建議如下,美的深公司一定要繼續堅持對產品品質的要求,也要善加利用創辦人的公關能力,儘快佈局通路佔穩市場,盡快擴充產品種類,可以滿足客戶的一次性購買需求,加強廣告宣傳,增加品牌形象。但也務必要盡快解決資金不足的問題,尋找合適的股東,和找到穩定度高的專業代工廠,以及建立完整的專業經營團隊,相信這些問題都一一解決之後,美的深生醫科技有限公司應該可以更加成長茁壯的。 This study is to investigate marketing strategies for the Medicine company, which is an own brand of face care products sales company. The Medicine company is established 5 years ago with a small capital investment, the sole owner of the company is equipped with medical technology degree. The market of face care products was almost reaching saturation, when the owner of the Medicine company decided to join in. From the very beginning, it appeared that there was no much chance this new company could survive. However, the Medicine company has been flourishing since then. This indicates that the company must process some good reasons for success, and it may also need some improvements for further operations. This is a case study, and the methods of 4P and SWOT analysis are used for undertaking assessment. Major findings derived from this study are summarized as follows: The company must continue maintaining high quality of products, fully utilize the owner's connecting ability, promote and stabilize market share, expand variety of products to satisfy consumers' one-time demand, increase advertisement, and enhance the image of brand products. The following suggestions are required for the further company operations. These suggestions include the solving inadequate funds problem by recruiting more investors, the search a more stable manufacturer for products production, and setup a professional management team. If these problematic factors can be overcome, then the Medicine company can further grow bigger and stronger. |