本論文探討在女性時尚雜誌中，美容用品廣告所使用的社會語用策略及語言手段。在本研究中，以Cook (2001)的廣告方法，Searle (1969)的適切條件，Grice (1975)的合作原則，以及Leech (1983)的禮貌原則做為分析的準則。 研究中分析的資料來自兩本女性時尚雜誌，Beauty和Elle。在語料量化分析方面，收錄了200條廣告詞，均分為兩類美容用品：化妝品和保養品。此外，在訪談質化分析方面，有12位女性受訪，以便評量4條選定的廣告詞之可信度。 語料的量化分析顯示：(1) 不同種類的美容用品有偏好的廣告方式。(2) 合作原則和禮貌原則的分配情形不同。(3) 以女性意識形態來說，化妝品廣告和保養品廣告有相異之處。(4) 不同的語言手段被用來廣告這兩類美容用品。 訪談的質化分析顯示：(1) 受訪者的社會背景(教育程度和年齡)影響她們對廣告的態度。(2) 不同的廣告方式影響受訪者對廣告的態度。(3) 廣告的類別不影響受訪者在適切條件、合作原則、以及禮貌原則上對廣告的態度。基於以上的分析，可以發現潛在消費者對說服力的認知與廣告主不吻合。也就是說，消費者不認為所分析的廣告有說服力，這顯示廣告無法滿足消費者的需求。本研究建議廣告主應該從消費者的觀點出發並補救這個問題。 / This study aims at exploring the sociopragmatic strategies and the linguistic devices employed in the beauty product advertisements in women’s fashion magazines. In this study, Cook’s advertising approach (2001), Searle’s Felicity Conditions (1969), Grice’s Cooperative Principle (1975), and Leech’s Politeness Principle (1983) are the criteria for analyses. This study takes both quantitative analyses and qualitative analyses. For quantitative analyses, 200 pieces of advertisements were collected from two women’s fashion magazines, Beauty and Elle. These data are equally distributed to two types of beauty products: cosmetic products and skin-care products. In addition, for qualitative analyses, twelve women were interviewed to evaluate the effectiveness of the elements contained in four pieces of advertisements selected. Results of quantitative analyses show (1) that hard-sell approach is preferred on beauty products; (2) that the distribution of the maxims of Cooperative Principle is that Quality Maxim and Manner Maxim are obeyed most frequently, but Quantity Maxim is violated most often; (3) that the distribution of the maxims of Politeness Principle is that Tact Maxim and Modesty Maxim are implemented the most frequently; (4) that cosmetic ads and skin-care ads emphasize on different components of woman ideology; (5) different linguistic devices are used to advertise the two types of beauty products. The qualitative analyses of the data show (1) that the subjects’ social backgrounds (in this case, education level and age) do affect their attitudes of persuasiveness toward advertisements; (2) that different advertising approaches do influence the subjects’ attitudes toward the advertisements; (3) that advertisements of different types of beauty products do not influence the subjects’ attitudes toward the advertisements no matter by Felicity Conditions, by Cooperative Principle, or by Politeness Principle. Based on the analyses given above, it is found that the subjects’ perception of persuasiveness does not match with that of the advertiser’s. To these potential consumers, those advertisements analyzed are not persuasive, which indicates that the advertisements fail to satisfy the consumer’s demands. It is suggested that the advertiser takes the consumer’s perspective to promote the persuasiveness of advertisements and the consumer’s acceptance of the commodities to be sold.

全球醫學美容的蓬勃發展，醫療院所在提供醫學美容服務同時，除了專業的醫療技術之外，也向消費者推薦這些可以幫助術後保養的醫學美容保養品。而這些經由臨床測試及專業醫師證實對於皮膚健康有療效的醫學美容保養品，既有科學的證實加上醫師推薦，形成一定的公信力，和一般市面上的美容商品形成區隔，進而讓這些起手術後搭配塗抹的醫學美容產品，也另闢形成一個全新的商機。 本研究針對醫學美容保養品產業以先進者優勢的相關研究進行探討，而過去的醫學美容文獻比較注重於由消費者端出發的議題研究，對於醫美品牌廠商進入產業的經營卻付之闕如。有鑑於此，本研究透過個案研究的方法，以國內醫美保養品品牌為例進行先進者優勢之探討，試圖找出欲成功達先進者優勢廠商需具備的能力和面向。 根據本研究顯示出台灣醫學美容保養品廠商進入市場具有先進者優勢，本研將究對於各品牌採用不同通路（醫療、開架式、網路）、不同品牌定位（高、中、平價）的醫學美容品牌，以其先進者廠商佔據不同的市場。各品牌廠商的優勢組合及養成及差異化形成：品牌廠商一方面教育消費者，並建立起「醫學美容保養品」的新概念，將專業度提升和傳統的保養進行區隔；另一方面建立起公司自身優勢，在此產業進入的廠商的優勢來源有：佔有技術領先、關鍵要素佔領和將顧客不確定性的消除，隨著廠商本身不同的資源，選擇專屬自身的行銷組合經營，並與供應商、通路商和終端的顧客建立關係。將產品多元化和採多品牌策略，滿足不同消費族群，而達到產能擴增、成本減低和增加其市佔率，藉此不斷擴增公司資源，進行更多的產品創新、技術精進和品牌行銷，卻也成為後進者進入市場的天然屏障，得以維持自身的優勢。 / Medical cosmetology is now growing rapidly around the whole world. Clinics, which perform cosmetic surgery, provide not only professional medical services, but also promote those cosmeceutical products which can help quick recovery from surgery. These cosmeceutical products, which have the approval from doctors and passed clinical trial, build a strong barrier for its competitor and create a new business opportunity. This research tries to study the First-Mover Advantage of the cosmeceutical industry. The old studies of cosmetic surgery focus more on customer driven issues. There are not many researches about business running for cosmeceutical brand. Therefore, our research study the First-Mover Advantage of cosmeceutical industry in Taiwan by case study methodology and try to find what are the necessary requirements for the First-Mover company. According to our research, cosmeceutical companies have the fist-mover advantage in Taiwan market. In this study, for each cosmeceutical brand have different channel (medical, open-frame , network), different brand positioning (high, middle, parity), with its advanced to occupy a different market. Each brand has their advantages of combination, and develop the differentiation. The cosmeceutical surgery brand companies educate its customer about the new concept of medical skincare product and build up its advantages. The advantages of these companies are: technology leadership, key factor occupation, customer uncertainty elimination. According to different resources of each company, the market and business strategy should be properly managed. The first mover companies have to build up the relationship with its suppliers, channels and end users. Use product diversification and multiple-brand strategy can satisfy various customer groups, increase production capacity, reduce costs and raise the market share. Based on the above strategies, the first mover companies can build up a strong barrier which the followers cannot easily passed, by product innovation, technology improvement, and branding.

本研究試圖從美麗商機的角度切入，討論美麗消費產業的經營者如何提供服務與產品以及美麗消費市場的消費顧客對於此類消費的風險感知程度與消費經驗。研究討論服務品質、知覺風險、顧客滿意度、顧客忠誠度之於本研究的內涵。研究結果發現，醫學美容診所之服務品質、顧客知覺風險對顧客滿意度、顧客忠誠度具有顯著相關；醫學美容診所之服務品質對顧客知覺風險具有顯著負向相關；顧客滿意度對顧客忠誠度具有顯著正向相關；人口統計變項對於服務品質、知覺風險、顧客滿意度、顧客忠誠度具有部分的顯著差異性和影響。研究貢獻發現，微侵入式美容療程-過程導向-服務品質策略；整形美容手術療程-結果導向-口碑傳播策略；醫學美容之於上癮的消費行為。

本研究では、美容師に注目し、美容室を展開する企業の人的資源管理について考察することを目的にする。美容室展開をしている企業のスタッフ329人に行ったアンケート調査から、美容師だけ259人を抽出し、回帰分析によって客観的に美容師の現状を把握する。また、調査対象企業を離職した美容師にインタビュー調査をすることによって定性的に分析をし、美容師の就業継続意欲が高くなる要因を分析する。 / 博士(政策科学) / Doctor of Philosophy in Policy and Management / 同志社大学 / Doshisha University

本研究選取國內七間不同層級的公私立醫院，藉由與院方相關決策人員的深度訪談，以個案研究方法，探討各級醫院對於美容雷射儀器與高階影像醫療儀器之採購決策行為，研究中設定「首次採購新型儀器」與「後續購買改良型儀器」的兩種決策情境，以採購意願、採用規格與採用速度等三大決策面向，分析歸納各級醫院對於高階決策的決策行為與考量因素之異同。 本研究結果發現，醫院權屬與層級及採購儀器本身屬性均會影響決策的採購意願、採用速度及採用規格。醫學中心基於學術研究之需，首次購買新型儀器時，偏好採購儀器創新程度高的機種，且其採用速度較地區醫院快。反觀地區醫院較不會追逐儀器的新穎度，對於「儀器是否符合需求及性價比」的重視程度較「儀器先進與否」來得高，不過當地區醫院鎖定特定醫療項目作為策略目標時，會集中資源採購最先進的儀器，並弱化非核心醫療項目之設備的採購意願。 就各層級醫院採購決策的考量因素而言，儀器預期的財務性效益大多是首要考量，私立醫院較公立醫院更注重之，地區醫院則較醫學中心在意儀器的性價比。此外，貴重儀器之醫療必要性的高低亦造成不同層級醫院的決策差異，儀器本身的技術含量與技術創新速度也可能影響醫院採購的意願。 / There are two purposes of this research. The first purpose is to explore how the ownership of hospitals and the features of devices impact on medical procurement decisions. The second purpose is to investigate the factors affecting innovation adoption of medical devices. Based on the case studies of procurement decision experiences made by seven selected hospitals and medical centers in Taiwan, the study focuses on analyzing the willingness of adoption, adoption time, and the favorable standards in procurement decision of aesthetic devices and medical imaging devices. The findings and conclusions drawn from the study show that the academic level and strategy objective of a hospital are associated with the willingness and adoption time of innovation. Academic medical centers are likely to adopt the innovative device earlier for researching purpose, whereas small-to-middle-sized hospitals would be early adopters of innovative products for strategic purpose. In addition, the features of devices also have substantial impacts upon innovative device adoption. Academic medical centers will be early adopters of the medical devices with significant medical necessity. The degree of technology involved and the length of product life cycle of medical devices will affect the medical procurement decision as well. Besides, the priority of distinct factors affecting medical procurement decisions varies from case to case. However, generally speaking, economic benefit will be the most important concern of both private and public hospitals.

本研究主要在探討養貓和養狗的飼主，他們對於目前台灣比較熱門的寵物商機的購買意願是否會受到「生活型態」、「認知」、「態度」、「他人影響」和「滿意度」的影響而有所不同。而購買意願又分成了「無使用經驗」者的購買意願和「有使用經驗」者的再購意圖二種。 本研究運用飼主一對一訪談、網路飼主意見調查、網路次級資料蒐集及國內外文獻資料來設計問卷內容，接著運用網路問卷和紙本問卷進行問卷樣本的蒐集，進而運用蒐集而來的樣本進行資料分析而得到研究結果。 本研究結果證實，生活型態和認知會影響飼主對於寵物商品或服務的態度，而態度和他人影響則對於無使用經驗飼主的購買意圖有影響，而態度的影響程度大於他人影響的影響程度；至於有使用經驗飼主的再購意圖則是受到態度、他人影響和滿意度的影響，而滿意度的影響程度最大，再來是態度，最後才是他人影響。在生活型態探討方面，本研究發展出了養貓和養狗飼主四類的生活型態，分別為：集群1-「社交名媛/公子」型、集群2-「心有餘力不足」型、集群3-「寵物兒子」型和集群4-「居家良伴」型四類生活型態集群。而在四群生活型態的飼主中，集群1和集群2對於寵物商機的態度或使用經驗普遍都比集群3和集群4來的好或來的有經驗。在五類寵物商機中，除了寵物安親班之外，知曉的普及率都到90%以上，然而有使用過的比例中，除了保健食品和美容在60%右左，其餘的(寵物旅館、寵物安親班、寵物安樂園)比例都在20%以下。有使用過五類寵物商機的飼主，平均月收入都在三萬元以上。 / The main purpose of this study is to probe into the buying intention of pet-owners of cats and dogs, whether it would be affected by lifestyles, cognition, attitudes, influences of others, and satisfaction. The buying intention of pet-owners is divided into “non-experienced” and “experienced “pet-owners. The content of the questionnaire is based on one-on-one interviews, on-line surveys of pet-owners’ opinions and the second-hand data collection home and abroad. I use on-line and paper questionnaires to collect samples, and then use those samples to conduct data analysis. Research findings indicate the following. Lifestyle and cognition will affect pet-owners’ attitudes toward pet products and services. Attitudes and influences of others will affect non-experienced pet-owners’ buying intention. The influence degree of attitude is greater than that of the influences of others. The buying intention of experienced pet-owners’ are affected by attitudes, the influences of others and satisfaction. The greatest influence degree is from satisfaction, then from attitudes, and the least influence is from the influences of others. This study develops four types of lifestyles of pet-owners. They are “social celebrity” (group 1), “those who have willing spirits but with weak flesh” (group 2), “those who treat their pets as their sons and daughters” (group 3), and “those who treat their pets as home companions” (group 4). The attitudes and using experiences of group 1 and group 2 are better than that of group 3 and group 4. Among the five types of pet products and services, except for the pet daycare service, the familiarization rate of other pet products and services are all above 90%. The using rate of pet health foods and pet grooming are around 60%; the rate of pet boarding, pet daycare and pet funeral service are under 20%. The average monthly salaries of pet-owners who have using experiences of pet products and services are above thirty thousand dollars.

The Enriching Dermatology and Aesthetics Clinic (EDAC), offering both general dermatology outpatient service in participation with National Health Insurance (NHI) and self-paid medical cosmetology service in Shulin District，New Taipei City is about to celebrate its 2-year-old birthday. The NHI business is getting on the track with stable outpatient visits; however the revenues of the cosmetology do not live up to the expectations. The business plan tries to review the company records, strategies, the competitors and market trends to propose practicable action plans to boost the revenues of the cosmetic service, while maintaining the quality and growth of NHI business.

本計劃因應台灣地區大量適婚年齡男女未嫁娶與少子化，所以許多人將寵物視為家庭的一份子，讓台灣寵物市場穩定成長，因此計劃打造一個以寵物為主題的行動平台，本平台將建立一個結合交友、社群與電子商務的綜合產業生態圈。 本計劃規劃的執行方式為藉由App的方式，讓會員免費使用交友與社團服務，建立以寵物為共同興趣的大型社群；再透過大數據與LBS機制（Location-Based Service基於位置的服務）進行寵物用品與食品相關的電子商務與廣告媒合。 本計劃預期效益為三年內產生8千萬元台幣營收與締造會員30萬人；針對個人方面，本計劃為對寵物有興趣的男女進行交友媒合，並為其建立實體與線上的交流社團；針對廠商方面，本計劃為大型寵物食品用品廠商建立行銷廣告通路，為小型寵物食品用品與文創商品廠商建立銷售通路。在商家方面，本計劃為寵物用品店、寵物醫院、寵物旅館、寵物美容院、寵物餐廳等等建立與客戶連絡與溝通管道。