第七章 結論和建議
第四節 後續研究建議
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第四節 後續研究建議
本研究著重在台灣男性化妝品品牌廠商的中國市場進入策略，除了在傳統通路結 構組成外亦將新興的電子商務、跨境電商、手機移動通路(微信)通路做一探討，
以 J 公司為個案的訪談中亦針對其內部資源與產品屬性與通路做一整合性的思 探討。對於後續的相關研究，有以下建議：
1.本研究針對男性化妝保養品一項來探討此類型產品在中國市場通路發展的策 略，同時亦將個案公司的內部資源與能力考慮在內。但因為中國市場的男性化 妝保養品的市場未臻成熟，在男性化妝保養品的通路的現在還大多是是依附在 女性化妝品的業種下，尚未自成一格形成強烈的專區。在未來的研究中，後續 者可針對男性消費者對產品質地，價格，設計，或代言人效應等方面做更深入 的研究。
2.由於本研究屬於質性研究，來源國效應、產品屬性、品牌與價格對中間通路商 的吸引力、消費者的購買意願與感受都沒有實際的數據可衡量。後續研究者可 根據此一主題發展量性問卷，評量男性化妝保養品牌製造商在進入中國市場時 中間通路商與消費者所重視的價值，不同產品屬性定位與不同通路之間發展出 的策略關係。
3.新的海外電子網路商務平台、移動商務、跨境電商等都是新興的通路模式，男 性消費者對這類無店舖銷售的專業諮詢與實際體驗試用都缺乏的情況下，品牌 業者如何透過新軟體或載具實現 O2O 或 O2B2O 的模式可做更深入的研究。
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Yin(1984)。
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忠誠度之交互作用，國立東華大學大陸研究所，91 年 6 月
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