• 沒有找到結果。

6.2.1 台鹽

台鹽目前最需要的是研發上的加強,雖然目前有新的 Q10 產品上市,但畢竟是 代理他人產品,而且依照化妝品產品的生命週期來看,一定要在目前這波熱潮還沒退 去前,先想好下一步棋該怎麼走,得從研發的基礎開始著手才行,才能不受制於人。

另外,事實上台鹽的經營者,至少從余光華之後,都有相當不錯的改革動作,也 使台鹽能成功轉型,不過若能在完成階段性任務後再卸任,相信會對台鹽本身穩定軍 心和使員工有同樣努力的目標會有所幫助。

另外,通路混亂也是一個需要改進的地方,得先確定產品定位之後決定定價和通 路等行銷策略,對不同通路應該有不同產品以做對應。

還有,全球化的目標不需要如此急著完成,目前在台灣的腳步還採的不夠踏實,

先把在台灣的基礎打好才是目前需要做的。

6.2.2 台糖

對台糖最重要的是組織的縮編、人員的重整以及最根本的找出台糖的核心價 值為何。台糖的經營者若無此魄力及能力,台糖將只會淪為下一位經營者的燙手山芋。

就生技化妝品方面來看,台糖的行銷策略全部應該重新考量,先就產品定位,再 來是通路、價格和促銷手法方面都相當不成熟,選擇適當且有經驗、能力的經銷商以 及事前評估經銷商的財務及經營能力也是相當重要的議題。

還有研發方面,給予足夠的資金及重視研發都相當重要,將兩個生技化妝品品牌 由同一部門歸管也可以避免資源的重複和浪費,其次是重視生技化妝品,萊雅及雅詩 蘭黛可以以化妝品的銷售來負擔集團龐大的人員費用,並成功的全球化,台糖不重視 化妝品產品,不但會打擊相關員工之士氣,研發成果低落,最後卡莎特只會又變成另 一個詩丹雅蘭。

6.2.3 台塑生醫

台塑生醫一直以國際化為目標,重視研發且行銷策略都相當得宜,只是沒有明星 產品是台塑生醫的一個缺點,台塑生醫目前最需要的就是盡全力讓年底預訂推出的秘 密武器成為家喻戶曉的產品,當然前提是要這個產品夠吸引人。若此產品能讓台塑生 醫一砲而紅,加上集團資金和研發以及全球佈局的資源,相信台塑生醫未來相當有前 景。

另外,由於台塑生醫的產品品質相當令人可以信任,若能引領潮流或比別人更快 推出早已構想的產品,才不會有人云亦云的感覺,也將會具先佔優勢。

6.2.4 台灣整體產業

台灣有相當多的中小企業都先後進入化妝品產業各自發展,但是如果利用合資或 策略聯盟的方式,即可快速成長,大型企業若想在化妝品產業深耕,也可利用併購或 合資的方式擴大市場。且目前全球對中草藥產品的需求日增,台灣學界對中草藥的研 究成果也相當優秀,台灣生技化妝品產業可多利用產學合作的方式,增強研發能力。

政府方面若能加速健全相關法令,例如相關檢驗條例或相關單位的協助,可使生 技化妝品產品質品質都可達一定水準,或建構完整的 infrastructure,將可使發展化妝 品產業為重點工業不會只淪為口號。

廠商方面也要加強產品外觀設計的質感、對時尚潮流要有一定的了解、更重要的 是重視研發和行銷能力上的加強,以掌握原料和成本的優勢,先立足台灣再放眼世界。

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