男性的零售市場一直比女性消費市場小許多，除了中國大陸的男士高級腕表及高級男士西服，以送禮為導向，所以得到高成長，但在2013年禁奢令之後，這兩種市場也急遽下滑。 但是男性化妝品去在全球市場大量成長，但是因為基期太小，許多市場仍集中在開架式較為低價的範圍，所以對於專櫃高形象的市場一直是十分匱乏，因此這一塊處女市場，存在成長的空間，但是如何建立，或是市場品牌定位，便是值得探討研究的商機。 而在網路爆炸的時代，各品牌所面臨行銷困境是如何利用有限資源進行有效益的行銷方式，而一般的行銷模式及4P (product、price、place、promotion) 架構顯然已經面臨瓶頸，4C理論架構是針對消費者外顯及內隱4大成本與消費者進行成本交換，由交易成本的觀點切入市場行銷面市場=人口+購買力+購買慾望，購買欲望是指消費者購買商品或服務的動機、願望和要求，是由消費者心理需求和生理需求引發的。產生購買欲望是消費者將潛在購買力轉化為現實購買力的必要條件。而這也呼應4C的3個內隱成本針對動機、願望和要求的消費者交易。 因此對一個新市場-----男性化妝品市場，運用新的4C行銷理論架構，而非傳統由行銷環境分析“STP行銷策略”行銷工具，所衍伸的方式，兩者有相當值得探究的角度。 透過4C 觀念在建立男性品牌時，可以清楚了解在不同區塊如何減低消費者購買成本，也幫助投入資本發揮最大效用，並且更容易檢視其成效，建立有效益的消費者溝通行銷，由第一印象的產品定位外顯效益成本到最深入忠實客戶專屬陷入，能夠全方位的清楚策略及檢視，這也是本論文所要闡述的意義。 / Men’s retail market is much smaller than woman retail market. Expect in China market, due to present behavior for business concern. Luxury watch and high level suits got explosive growth. However after the announcement sumptuary laws in 2013, those two market had drop rapidly. But there is great growth in men’s cosmetic global market. The base is small, so platform of most markets are still focus on mass market. It is lack of department store counter market for men’s product. It is a virgin market which exist space for growth. How to establish and brand position is a great business opportunity to discovery. We are in an era of internet information explosion. How to utilize limited resources to execute an effective marketing promotion are dilemmas for all brands. General marketing pattern and 4P structure obviously are facing bottleneck. Through cost of exchange point of view to cut in marketing by theory of 4C structure which is exchange the cost with consumer base on the 4 cost of explicit and implicit (overt cost per utility、buyer cost of information searching、 buyer cost of moral hazard、 buyer cost of holdup). Market= Population+ Purchasing power+ Purchasing desire. Purchasing desire is motivation, wishes, demands when consumer purchases product or service. It is stir by consumer mental and physical needs. To create purchasing desire is that consumer can transform potential purchase power become sufficient condition. It is to respond to 3 implicit cost of 4C theory which related to consumers trade by motivation, wishes, demand. Though to a new market----- men’s cosmetic market, we can use a new 4C theory structure, not only through traditional STP marketing strategy. There should be a good angle to probe for both men’s market and new 4C theories. Using 4C theory to establish men’s brand, it can create clear picture how to reduce consumer purchase cost in difference area. It also brings the investment into full play, as well as easy to inspect the result. An effective marketing communication to customers also can be well built. From the first impression of product position base on overt cost per utility to the deepest buyer cost of holdup of loyal customers it all can get clear strategy and viewing in full angles. It is a spirit of this thesis.

中游廠商面臨產業結構屬於獨寡占的上游廠商，兩者之間由於中游的經濟規模小於上游形成不對稱組織交易，再者中游廠商與上游存在依賴關係，前者需要後者提供原物料或技術服務以滿足下游顧客需求。本研究利用策略行銷成本架構(4C analysis)，並針對國內各大產業之中介廠商為研究對象，包含電機機械通路產業、半導體設計製造業以及旅遊資訊服務業等產業進行深度訪談。此獨寡占上游─中游─下游情境中，分別解釋產業鏈中的從屬關係。 首先是權力處於相對弱勢的中游廠商與上游的交易關係：中游廠商看似被上游供應商套牢陷入的狀況，但除了存在專屬陷入成本外，影響該交易關係尚存在外顯單位效益成本以及道德危機成本。接著，中游廠商為了與上游持續交易的目的下，採取的策略成本選擇為降低外顯單位效益成本，以及提高上游廠商對於中游的專屬陷入成本以達到與上游持續交易的目的，另一方面，順應此不利環境下，中游廠商滿足下游需求的做法有降低外顯單位效益成本、資訊搜尋成本、道德危機成本以及提高專屬陷入成本的方式。最後一部分為中游為減少對上游廠商的依賴，對於上游或下游投資抵銷性資產，使中游廠商提高本身的議價能力，對於上游廠商的依賴程度獲得減緩。 / In comparison to monopoly or oligopoly up-stream suppliers, mid-stream firms has smaller scale in terms of revenue, the transaction between the two can be described as asymmetric interorganizational relationship. Besides, the mid-stream firms depend on its supplier for key material or services, in order to fulfill the demand of their down-stream customers. This study focus on the monopoly/oligopoly upstream supplier to mid-stream firms to down-stream customer chain, interviewing mid-stream firms in different industries including dealer in electrical machinery industry, semi-conductor industry and tour agent and delve into the relationships between these characters by 4C analysis structure. First of all, the study took a closer look at the relationship between the mid-stream firms and their suppliers; the formers have an inferior bargaining power position and seemed being locked up by the latters, as known as cost of asset-specificity. But we also found that over cost per utility and cost of moral hazard would also be considered by the mid-stream firms. The mid-streams took some actions in order to assure the continuous cooperation with the suppliers, and under this circumspect they will also make efforts to save down-stream customers. We found that the 4C analysis can explain the strategies taken by those mid-stream firms. Finally, the mid-streams would like to reduce the control of the up-streams, so they would put resources in establishing offsetting investments to accumulate their bargaining power to the suppliers, to mitigate the dependence.