第五章 結論與建議
第二節 管理意涵
位與外國消費者文化定位」作為其品牌的定位策略。與美容產品(beauty product) 適合以全球性廣告行銷(Domzal & Kernan, 1993;Alden et al.,1999)之過去研究結 果相互應證。在台灣化妝品廣告，相較於當地消費者文化定位，全球與外國消 費者文化定位的頻繁使用，與開發中國家較受來源國效應(country-of-origin effects)影響(Heslop & Papadopoulos, 1993)之某些研究結果呼應。
三、本研究的發現有助於未來行銷者在進行化妝品雜誌廣告行銷時，如何藉消 性廣告行銷之過去研究結果呼應(Domzal & Kernan, 1993;Alden et al.,1999)。
四、從「廣告標題所使用的語言」此項消費者文化定位要素對消費者文化定位 的影響之研究結果，可發現化妝品雜誌廣告多採全中文廣告標題，來使雜誌讀 者能快速掌握廣告主題。
五、「硬性銷售訴求或軟性銷售訴求的廣告訴求」此項消費者文化定位要素對 消費者文化定位的影響研究結果，可發現藉由軟性銷售訴求，以美麗的代言人
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來傳達美好的形象、意象吸引消費者，對於外國消費者定位之品牌策略有所助 益。
六、「代言人的外型」此項消費者文化要素對消費者文化定位影響之研究結果，
可發現代言人的外型對於品牌的消費者文化定位具有相當的影響力。因此，未 來行銷者藉由在廣告上代言人外型的此項文化面向要素的呈現，來有效的傳達 品牌定位，以吸引消費者。
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根據Alden, Steenkamp, and Batra(1999)的研究，可藉由「語言(language)、
美學風格(aesthetic styles)與故事主題(story themes)」之三大構面來進行消費者文 化定位之判斷。本研究採「品牌名稱所使用的語言、品牌名稱的發音、廣告標
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美容產品(beauty product)是適合以全球廣告來作行銷的，因此化妝品此項美容 產品下的產品類型通常採取「全球性廣告」來進行行銷(Domzal &
Kernan,1993;Alden et al.’s,1999)。因此，197 篇研究樣本中，有 118 篇(59.9%)之 廣告是分類至全球消費者文化定位的，雖與文獻結果互相呼應，但也造成當地 消費者文化定位之廣告樣本僅有25 篇(12.7%)之情況，有樣本比例相差大的問 題。
因此，未來研究可搜集更多的廣告，以達更為全面的分析。抑或對多種不 同產品類型之廣告進行分析與研究。
三、特定地區的廣告
本研究是以「VOGUE 國際中文版、VIVI 唯妳時尚國際中文版、MINA 時 尚國際中文版與CHOC GIRLS 恰女生」在 2011 年 4 月至 2012 年 3 月在「台 灣」所出刊的一年份雜誌中的化妝品廣告作為研究之樣本。僅針對特定地區
「台灣」之化妝品雜誌廣告作為分析之對象。
未來的研究，在研究範圍上，可以增加研究地區的範圍，進行跨文化的比 較，以分析其差異。如中、台兩國的比較或將範圍擴大到區域性的比較，如亞 洲地區。
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