霓淨思N7面膜行銷

Abstract

近年來面膜市場持續成長，面膜產品成為消費者日常保養的重要環節。隨著美妝產業的競爭愈發激烈，各品牌紛紛推出功能多元且具差異化的產品，以吸引消費者關注。其中，台灣醫美品牌「霓淨思（Neogence）」以專業皮膚科醫師研發背景及高效護膚產品聞名，旗下N7面膜系列主打保濕修護功效，並積極拓展線上與線下市場。因此本報告針對霓淨思旗下的N7面膜的市場行銷策略進行深入分析並給予未來發展方向之建議。 首先，本報告透過PESTLE分析探討影響霓淨思N7面膜行銷的外部環境，包括政策法規對化妝品產業的影響、經濟趨勢、社會消費行為、技術創新、法律規範及環境永續發展。分析結果發現，台灣政府對於化妝品產業的監管日益嚴格，消費者對保養品的需求逐年增長，且環保永續理念逐漸成為市場趨勢。 本報告進一步透過4P、4C、SWOT及五力分析，評估霓淨思N7面膜的市場優勢與挑戰。N7面膜以高效保濕與溫和配方為產品核心，並透過電商平台與實體零售通路擴展市場。行銷策略方面，品牌積極運用社群媒體、網紅直播導購、優惠促銷等方式提升產品曝光度。 此外，本報告透過問卷調查分析消費者購買行為，發現保濕與修復功能是最受關注的產品特性，消費者主要透過社交媒體與親友推薦了解品牌。未來發展建議包括：強化社群行銷內容、推廣環保產品、研發抗藍光修護面膜與可分解包裝面膜，並優化品牌形象與消費者互動，以提升市場競爭力。

In recent years, the facial mask market has continued to grow, making facial masks an essential part of consumers' daily skincare routines. As competition in the beauty industry intensifies, brands are launching diverse and differentiated products to attract consumer attention. Among them, the Taiwanese medical beauty brand "Neogence" is well known for its dermatologically developed high-performance skincare products. Its N7 facial mask series focuses on hydration and repair, actively expanding both online and offline markets. Therefore, this report provides an in-depth analysis of the marketing strategies for Neogence's N7 facial mask and offers recommendations for its future development. First, this report examines the external environment affecting the marketing of Neogence's N7 facial mask using a PESTLE analysis, covering factors such as government regulations on the cosmetics industry, economic trends, consumer behavior, technological innovations, legal frameworks, and environmental sustainability. The analysis reveals that Taiwan's government is enforcing stricter regulations on the cosmetics industry, consumer demand for skincare products is steadily increasing, and environmental sustainability has become a prevailing market trend. Furthermore, this report evaluates the strengths and challenges of Neogence’s N7 facial mask using 4P, 4C, SWOT, and Porter’s Five Forces analyses. The N7 facial mask is designed with a high-performance hydrating and gentle formula and is distributed through e-commerce platforms and physical retail stores. In terms of marketing strategies, the brand actively leverages social media, influencer live-stream promotions, and promotional discounts to enhance product visibility. Additionally, a consumer survey was conducted to analyze purchasing behavior, revealing that hydration and skin repair are the most sought-after product features, with consumers primarily learning about brands through social media and word-of-mouth recommendations. Future development suggestions include strengthening social media marketing content, promoting eco-friendly products, developing blue light-protection repair masks and biodegradable packaging, and optimizing brand image and consumer engagement to enhance market competitiveness.