本研究的目的是要找出快速消費性產品產業在台灣的未來趨勢。 以Michael Porter 的五力分析中的五個面向為基礎，透過訪談的方式來了解目前台灣的快速消費性產品的動向以及現象。本研究訪談了三家知名的快速消費性產品公司，並且以各個公司在市場上市佔率最高的產品為訪談對象來達到此研究的目的。透過比較這三個訪談的結果，以及所找出的相同以及相異點，本研究希望能找出整個快速消費性產品產業在台灣的未來趨勢。本研究的最後提出了因應這些趨勢所需要的的管理建議以及方法。

The primary purpose of this study is to uncover the future FMCG industry trend in the Taiwanese market. After literature review, five aspects of industrial forces based on Porter’s Five-Force Model are used as the framework of this study. Qualitative research method is used to generate insight understanding of FMCG industry phenomena and the meanings behind each one of them. Three consumer manufacturing companies are selected and interviewed with each of the firm’s market-leading consumer goods that belong to different categories in the FMCG industry. Trends from each product category are found through the interviews; by comparing and contrasting the trends of each three investigated categories, the overall FMCG industry trend are uncovered. Moreover, suggestions and recommendations are presented at the last chapter of this study with particular focused attention on the managerial implication of the study.

CHAPTER 1: RESEARCH MOTIVATION...........1
Research Purpose..........................3


CHAPTER 2 REVIEW OF LITERATURE...........4
Industry Change VS. Strategy..............4
Product/Industry Life Cycle Model........11
Key Word Definition......................14


CHAPTER 3: RESEARCH METHOD ...............15
Qualitative Research......................15
Research Design...........................16
In-Depth Interview ........................18
In-Depth Interview Respondent Background..19


CHAPTER 4: FMCG INDUSTRY ANALYSIS.........22
Hair Care Product..........................22
Beverage Product...........................25
Feminine Hygiene Product...................28


CHAPTER 5: CASE ANALYSIS..................32
Introduction...............................32
Hair Care Product..........................33
Summary of Hair Care Product Trend.........40
Feminine Hygiene Product...................43
Summary of Feminine Hygiene Product Trend..50
Beverage Product...........................53
Summary of Beverage Product Trend..........60


CHAPTER 6: RESEARCH FINDING & DISCUSSION...63
FMCG Industry Overall Trend................63
Research Discussion........................67
Research Limitation & Suggestions..........72
References.................................74

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