A Comparison between Globalized Experiential Marketing and Localized Consumer Experiences of Organic Cosmetics －A Case Study of Canmeng AVEDA in Taiwan
Date Issued
2007
Date
2007
Author(s)
Tseng, Chien-Fa
DOI
zh-TW
Abstract
The aim of this study is to analyze the experiential marketing strategy of a multinational organic cosmetics brand of AVEDA and the localized consumer in Taiwan. By applying in-depth interview with AVEDA enterprise and Taiwan consumers, we analyze the globalized experiential marketing strategy, and further investigate the particular localized management and experiential marketing strategy transformation after AVEDA entering the Taiwan market.
By in-depth interviews of Taipei consumers, we explore the cognitive experience of local consumers, and compare it with the marketing strategy of the AVEDA enterprise. We take a step further to find out the similarities and differences between the AVEDA marketing strategy and the consumers cognitive experience, and hope to provide a practical case study for the recently emerging market of organic cosmetics in Taiwan.
The research results of my questionnaire interview are as follows: firstly, my research results reveal that major AVEDA product users in Taipei are upper middle class consumers. The occupation of these consumers are mostly professionals and cultural/ art/ media workers. Secondly, in the global expansion process of AVEDA enterprise, the local features of Taiwan agent that differ from those in other countries lie in its expansion pattern, personnel management, and its localized experiential service items. Thirdly, the gaps between the AVEDA management strategy and Taiwan local consumer behaviors are mainly attributed to 1) the consumption ideas of social responsibilities of the AVEDA are not fully accepted by local consumers, and 2) on the product design the AVEDA should pay more attention to the Asian markets and produce more specialized products to accommodate the needs of Asian consumers.
Subjects
體驗經濟
本土消費者體驗
天然植物性化妝品
Experience Economy
Globalized Experiential Marketing
Localized Consumer Experiences
Organic Cosmetics
SDGs
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-96-R93341019-1.pdf
Size
23.53 KB
Format
Adobe PDF
Checksum
(MD5):89d674dfaaad4858d4a8befb8fa27e79