化妝品為高附加價值的產業，國內製造業已擁有卓越的生產技術和專業的生物科技、創新、研發、製造在國際間亦享有很高的知名度，與日本擁有相同的優勢，國內化妝品廠商如欲進軍海外市場，創造自我品牌加上正確的行銷策略，進入海外化妝品市場的門檻應該是無庸置疑的。化妝品的販售通路越來越多元化，勢必要對化妝品的市場和脈動有所掌握，並建立正確的行銷模式，提高產品的品牌、品質價值與客製化服務，進而提升企業的長期競爭優勢，而為了能建立正確的經營策略和品牌行銷優勢，就必須要能充分掌握化妝品產業未來的趨勢變化和消費者習慣的改變。有鑑於此，本研究將研究日本資生堂公司化妝品行銷策略。
Cosmetic is a high value-added industry. With specialised biotechnological background, as well as innovation, R&D and manufacturing ability, similar to Japan, domestic cosmetic companies expanding into overseas markets through establishing own brands and corresponding marketing strategies would be optimistic. However, increasingly diversified distribution channels requires companies to have more awareness about the markets, trends and prospected development. Along with suitable strategies, better brand visibility, quality and value provided and more customised services, long-term competitive advantage could be well developed. In order to achieve these, better understanding of the market trends and changes in consumer behaviour are essential. Therefore, the research would be based on Shiseido's cosmetic marketing strategies.
