現今化妝保養品的巿場規模逐年擴大，根據高盛公司的估計，全球化妝品產業正以每年7%的速度成長中，預測未來化妝保養品業的產值會以每年3.6%的成長率上升(Goldman Sachs, 2008)。如何吸引消費者購買其產品，除了迎合使用者愛美及保養的動機外，當今社會的消費環境，消費者的感受越加重要。因此，企業需更加用心與消費者溝通，而為了能好好的滿足消費者，企業很盡心的去觀察消費者的需求。然而，企業的競爭優勢並非只是來自於產品的創新、行銷組合或是價格策略，如何給予顧客有價值的消費，使產品或服務能獲得顧客的青睞，進而提高顧客價值，產生購買意願，企業的營運績效才能得以確保。因此，有必要深入了解影響化妝品消費者購買行為的因素。
本研究主要目的為探討化妝保養品的體驗行銷、產品創新、品牌形象和顧客價值認知之間的關係。本研究的樣本選取以化妝保養品消費者為研究對象，以結構式實體問卷為資料蒐集工具，問卷對象以已購買過化妝保養品之一般女性消費者為主要抽樣對象，因本研究者認為大台北地區的消費者普遍對於化妝保養品牌有較充分的認知，故以大台北地區的消費族群為主。
研究結果顯示，體驗行銷與產品創新對於顧客價值有顯著正向影響，品牌形象對於體驗行銷和顧客價值關係之影響具有中介效果。根據研究結果，本研究提出相關建議。
In recent years, the market of cosmetic-related products is expanding gradually. According to the statistic of Goldman Sach Company (2008) the worldwide cosmetics industry is growing rapidly by 7 percent annually, and hopefully the output value of cosmetics industry will increase with the growth rate of 3.6 percent. In addition to focusing solely on consumers’ pursuit of beauty, consumers’ desire and feeling tend to become more important in today’s consumer market. Therefore, companies should place the communication with the consumers as their primary concern. And in order to reach the goal, observation towards the demand of consumers plays a significant role. Moreover, the factors that bring companies advantages are not precisely from the product innovation, marketing mix, or pricing strategy. Indeed, the operation performances of companies are affirmed when it gives the customers’ valuable consumption, which effectively catch the customers’ attention and the intention to purchase.
Our research paper mainly investigates the relationship between experiential marketing, product innovations, brand image and customer value proposition in the field of beauty. This paper targets the consumers of cosmetics product as research subjects; and structured questionnaire as information material. This survey is conducted with cosmetics consumers residing in the northern Taipei since I personally suppose that the consumers from northern region have adequate perception of product.
The result of this research shows that experiential marketing and product innovation impact the consumers’ value positively while brand image is playing the role of mediation effect between experiential marketing and the consumers’ value. Lastly, according to the conclusion of the research, I propose additional suggestions.
