台灣美妝產業競爭激烈，除了歐美與日系、韓系品牌的選擇，還有越來越多台灣的自創品牌，近幾年來許多品牌分別推出「淨膚儀」(泛稱洗臉機)，帶動了新型態的保養趨勢。
本研究採用個案研究法，藉由行銷策略的定義及相關理論作為基礎，並以探討法商萊雅集團的科萊麗品牌進入台灣市場的概況為例，以深度訪談方式，研究其行銷策略與商業模式，結果發現社群媒體行銷成為企業相當注重的行銷策略，企業藉由社群媒體產生口碑效應，而網際網路的發達可以使口碑訊息在消費者間的傳播效果更快速廣泛。

It’s quite competitive of cosmetic industry in Taiwan. Customers have many choices from kinds of brands from Europe, the U.S., Japan, and Korea. Recently, Taiwan owns brands also join this competitive market. Some brands lately launched a new product which is called cleansing brush to clean face and body, and the machine leads a new way to skin care.

The paper uses case study method and aims to discuss marketing strategy and business model of Clarisonic entered Taiwan market in 2013 which belongs to L’Oréal group. Based on marketing strategy theory and used of depth interview, the results find that social media marketing is nowadays important to corporate. Corporate made word of mouth by social medias which spread the information to customers fast and easily.

一、中文部分：
1. 王仲麒(2013)，Word論文與報告寫作實務，台北，碁峰資訊股份有限公司。
2. 何雍慶(1990)，實用行銷管理，台北，華泰書局。
3. 吳孋靜(2011)，國內美妝保養品品牌通路影響網路行銷策略之研究，國立台灣大學商學研究所碩士。
4. 村上知紀(2013)，網路行銷關鍵字X100:從SEO到社群媒體的致勝觀點，台北，城邦文化。
5. 郭子苓(2014)，暴紅洗臉機，賣贏SK-II的秘密，台北，商業週刊。
6. 陳書林；梁世安(2006)，探討影響網路負面口碑因素之研究，第10屆科際整合管理研討會，台北市。
7. 曾光華(2012)，行銷管理：理論解析與實務應用，台北，前程文化。
8. 葉冠伶譯(2004)，Wayne Baker原著，市場機會理論應用之二，台北，遠流文化事業。
9. 謝文雀(譯)(2005)，行銷管理-亞洲觀點(第三版)，台北，華泰文化事業股份有限公司。
(Philip Kotler, Swee Hoon Ang, Siew Meng Leong & Chin Tiong Tan,2003)

二、英文部分：
1. Arndt, J. (1967) Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research 4, 291–5.
2. Bartels, R. (1988), The History of Marketing Thought, 3rd ed., Publishing Horizons, Columbus, OH.
3. Blackwell, Roger D., James. F. Engel, and Paul W. Miniard(2005), “Consumer Behavior,” South-Western College Pub, 10ed..
4. Bristor, Julia M. (1990), “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research of Consumer Behavior, 4, 51-83.
5. Hanson, W. A., 2000, Principles of Internet Marketing, Ohio: South-Western College Publishing.
6. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. doi: http://dx.doi.org/10.1016/j.bushor.2009.09.003
7. Kotler, P.(2003), Marketing Management, 11th ed., N.J. : Prentice-Hall.
8. Kolter, P. and J. Scheff (1997), Standing Room Only: Strategies for Marketing the Performing Arts, Boston, MA: Harvard University Press.
9. Lauterborn R.F., Tannenbaum, Schullz(1993),“Integrated Marketing Communications,”NTC Business Books, a division of NTC Publishing Group.
10. Marshall, C., & Rossman, G. B. (2006). Designing Qualitative Research: Sage Publications.
11. McCarthy.E.J.(1975) "Basic Marketing: A Managerial Approach," fifth edition, Richard D. Irwin, Inc., p.37.
12. Nyilasy, G. (2006). Word of Mouth: What We Really Know - And What We Don't. Connected Marketing: The Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann.
13. Osterwalder A, Pigneur Y (2010). Business Model Generation – A Handbook for Visionaries, Game Changers and Challengers. John Wiley and Sons, Inc., Hoboken, New Jersy.
14. Porter, M. E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press, 1980. (Republished with a new introduction, 1998.)

15. Sharma, B. (2004). Marketing strategy, contextual factors and performance: An investigation of their relationship. Marketing Intelligence & Planning, 22(2), 128-143. Retrieved from http://search.proquest.com/docview/213159566?accountid=8014
16. Shaw, E. H. (2012). Marketing strategy. Journal of Historical Research in Marketing, 4(1), 30-55. doi:http://dx.doi.org/10.1108/17557501211195055
17. Silverman, George(2001), “The Power of Word of Mouth,” Direct Marketing, 64(5), 47-52.
18. The world cosmetics industry: Facing up. (1991, Jul 13). The Economist, 320, 71. Retrieved from http://search.proquest.com/docview/224157241?accountid=8014
19. Welch, L., & Loustarinen, R. (1988). Internationalization: Evolution of a Concept. Journal of General Management, 14(2), 34-55.
20. Westbrook, R. A. (1987), “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, Vol. 24, pp. 258-270.

三、網站：
1. 台灣科萊麗官方網站，取自：http://www.clarisonic.com.tw/clarisonic/_zh/_tw/AboutCla/index.aspx
2. 維基百科，取自：
http://zh.wikipedia.org/wiki/Wikipedia:%E9%A6%96%E9%A1%B5
3. Inbound Journals，取自：
http://www.inboundjournals.com/
4. 資策會產業情報研究所，取自：
http://mic.iii.org.tw/index.asp
5. 財團法人資訊工業策進會，取自：
http://www.iii.org.tw/Default.aspx
6. 美國行銷協會(AMA)，取自：
https://www.ama.org/Pages/default.aspx