| 摘要: | 有機化粧品的消費趨勢，開始在科技先進的國家興起，歐、美等國也陸續出現有機化粧品認證機構。台灣本土化粧品的生產製造技術發展已頗成熟，國內的化粧品代工廠也不乏為世界各國的知名大品牌的化粧品代工，本研究探討在全世界有機化粧品正處於蓬勃發展的有利商機下，台灣為何至今尚無本土的有機化粧品品牌出現。 本研究採質性研究，針對研究目的欲探討的有機化粧品材料來源、生產製造有機化粧品之可行性、有機化粧品法規與認證、以及有機化粧品之商業模式等四個議題，設計問卷大綱，分別邀請數位業者進行一對一、半結構式（Semistructured Interviews）的專家重點訪談，透過受訪者的答覆來收集客觀事實，以探討分析台灣化粧品產業生產製造有機化粧品的可行性及商業模式。 本研究將搜集資料透過質性資料模版式分析法（Template Analysis Style），依據預建的分類系統，對文字資料進行歸類，最後提出研究結果與結論。研究結論（1）有機農種植者認為法規並無窒礙難行之處，只要有通路、符合成本效益、有利潤，仍有許多人願意投入。（2）有機材料萃取業認為設備費用及技術人才門檻較高，台灣市場小，不具經濟規模，相對成本較高，所以以萃取具有台灣在地特色的植物優先考量，市場競爭力或商機，端視業者研發的能量及萃取出來的物質能夠應用的用途與附加價值決定。（3）生產製造業認為化粧品製造技術已相當成熟，參考法國Ecocert之有機化粧品認證基準，製程技術難度雖然較高，但技術人才可以藉由訓練去克服，需面臨的最大的瓶頸是有機材料取得不易，製造成本高，產品類別與包裝材料也比較受到限制；不過使用有機化粧品對於健康有正向的好處，是未來的潮流與趨勢，也是值得開發的市場，呼籲政府儘速制定法規，讓有意願進入此市場之業者有所遵循。（4）商業模式分析，○1顧客族群：有特定之族群，顧客屬於高消費力及重視養生的小眾市場；○2價值定位：目前有使用需求者，提供另一種選擇；○3通路類型：有機專賣店是重要通路；○4顧客關係：建立會員制，以社群方式經營顧客關係；○5收益流：可以增加商機，提高獲利；○6關鍵資源：材料來源與技術人才及完備的法律規範；○7關鍵活動：透過行銷讓消費者知道如何辨識有機化粧品、販售通路及其好處；○8關鍵合作夥伴：有機原料與包材供應商及容易接觸到重要潛在顧客的有機產品專賣店；○9成本結構：製造業包材及原料是主要成本，販賣業以產品成本最高。 由於缺乏有機化粧品相關執行辦法，希望以此研究結果為基礎，提供政府相關部門制定有機化粧品認證基準之參考，也藉此呼籲政府儘速完備相關立法，讓有意投入有機化粧品製造業者，得有相關法令與規定可以遵循，俾利跟上世界潮流，與國際接軌，提升市場競爭力。
The consumption trend of organic cosmetics began to rise at technologically advanced countries. The certification organizations for organic cosmetics have been established in succession in the United States and European countries. Recently, the manufacturing technology of Taiwan's local cosmetic factories has been quite mature. Some domestic cosmetics foundries have been the OEM for world famous brand cosmetics. This study is to investigate why there is no local organic cosmetics appear in Taiwan when world organic cosmetics are in flourished and favorable condition. This study applies qualitative research. Four issues are set study’s subjects, which are source of organic cosmetics material, the feasibility of producing organic cosmetics, the regulations and certification of organic cosmetics and the business model of organic cosmetics. Design outline of questionnaire of aforementioned four issues and invited industries to one to one, semi-structured interviews for the questions. And according to objective information collecting via respondent's replies to study the feasibility of producing organic cosmetics by local industry and its business model. The collected data were analyzed by Template Analysis Style, which classifies input text information per pre-built classification system. The final results and conclusions of this study are summarized as below：(1) Organic growers believe the government regulations are not obstacles. Many growers are willing to input as long as the marketing channel is smooth and profitable.(2) The extraction industries of organic material believe that it has higher threshold of the equipment cost and technical personnel. Taiwan market is small and does not have economies scale, the cost is relatively higher. So, to extract plants having Taiwan local characteristics is first priority. Market competitiveness or business opportunity depends on the industry’s research capability and its application & value-added of extracted materials. (3) Producers believe that the cosmetics manufacturing technology is quite mature in Taiwan. Referring to organic cosmetics certified criteria of Eco cert (France) having highest popularity of organic cosmetics, although the technical of manufacture process is high, however technical personnel can be trained to overcome. The biggest bottleneck are that organic material is difficult to obtain, high manufacturing cost, product categories and packaging material are also relatively restricted. However, the use of organic cosmetics has positive benefits for health and is the future trends, it is worth to develop the markets. They, therefore, requested the government to develop relevant regulations soon to let the industries having willingness in this market to follow.(4) Per the business model analysis, ○1Customer segments of organic cosmetics: specific ethnic groups having high spending power and emphasis on health ○2Value Propositions: Provide an alternative for those who need to use now. ○3Channel Type: Organic store is an important route. ○4Customer Relationships: Establish membership in a community way to management customer relationship. ○5Revenue Streams: It can increase business opportunities, improve profitability. ○6Key Resources: Source of material, technical personnel and complete legal norms. ○7Key Activities: Through marketing to let consumers know how to identify organic cosmetics, sold channels and its benefits. ○8Key Partnership: Suppliers of organic raw materials & packaging material and organic monopoly stores having more opportunities to access important potential customers. ○9Cost Structure: The raw material and packaging material is the major cost for manufacturers, product is the highest cost for retailers. Based on the results of this study, it is expected this results can be taken as reference for relevant government departments to develop organic cosmetics certification criteria. It also urges the government to expeditiously complete the relevant legislation. So that the organic cosmetics manufacturers have relevant laws and regulations to follow, to keep up with world trends, connect with international practice and enhance market competitiveness. |
