化妆品产业分析暨诗芙侬公司策略分析与研拟.pdf

輔仁大學企業管理學系第三十六屆 企業政策報告 化妝品產業分析 暨 詩芙儂公司策略分析與研擬 指導老師：高義芳 老師 組 別：第二組 組 員：林秉正 487702205 趙子揚 487702047 陳思穎 487702059 林根溢 487702085 陳奕萍 487702255 石淵能 487702308 中華民國九十一年六月 1 序 這份報告花費了我們將近八個月的心力，從蒐集資料、分析產業到擬定策 略，終於在組員們的同心協力下完成，每位組員除了企政外都有各自的事情要 忙，有的要考研究所，也有的勤奮打工賺取生活費，還有各自的專題要打拼，大 家都十分辛苦，也在此有了代價，且讓我們更能適應團隊的工作方式和人際之間 的相處合作。 尤其特別感謝高義芳老師的指導，從各種工具中讓我們對產業能深入的分 析，並提供策略性思考來做正確的決策，讓我們受益良多，也增添自己的實力和 將來出外就業的利器。 此外也十分感謝詩芙儂化妝品集團的經理在百忙之中抽空協助我們的訪 談，並熱情款待，也提供了我們不少化妝品產業有用的資訊，也讓我們體會了有 人情味的台灣。 2 目錄 第壹篇 基礎篇 ················································································1 第一章 研究基礎······································································································2 第一節 研究動機······························································································2 第二節 研究目的······························································································2 第三節 研究限制······························································································3 第四節 研究架構······························································································4 第二章 學理介紹······································································································5 第一節 鑽石體系···································································