愛美是女生的天性，自古通今皆如此，造就化妝品、保養品的銷售歷久不衰，化妝保養品的銷售以專櫃為最大銷售通路，而產品的銷售要借助其行銷手法，方能從百貨公司一級戰區中脫穎而出，取得先機，對於化妝保養品而言，拜科技進步所賜，產品的功能與用途越來越多元，每個部位有相對應的產品，品項眾多令人目不暇給，而在專櫃有限的擺放空間下，過多產品易造成視覺、空間上的雜亂壅擠，因此輔銷物〔展座〕的使用是一種不可或缺的行銷方式，運用展座特性:條理性、主題性、快速吸引目光、突顯產品核心價值，藉此增加消費行為的機會。本研究目的在探討位於百貨公司，國際知名化妝保養品品牌，使用何種造形特徵展座最受消費者喜歡。年齡差異對於展座喜好度是否有所不同。個體與群體展座喜好與不喜好理由是否有所差異。本研究透過蒐集國際知名品牌展座樣本、從中篩選出40張受測樣本，分類為個體展座、群體展座兩大類，每類各20張，邀請60名受測者，並分為三個類別，(1)20至30歲、(2)31至40歲、(3)41歲以上。實驗方法選用喜好度排序法並輔以特徵形容表勾選喜好理由。經研究成果得知:
1.個體展座喜好特徵依序為:(1)典雅優雅的、(2)產品特色與展座的外形相呼應、(3)質感紋路細緻、(4)造形簡潔俐落、(5)主題性高。
2.個體展座不喜好特徵依序為:(1)裝飾、擺飾品簡陋、(2)造形呆板、(3)無層次感、(4)產品不顯眼、(5)材質粗糙、(6)光影效果差，共6項特徵。
3.群體展座喜好特徵依序為:(1)擺放井然有序、(2)產品特色與展座的外形相呼應、(3)奢華富麗的、(4)質感紋路細緻、(5)主題性高、(6)造形簡潔俐落、(7)光影炫目。
4.群體展座不喜好特徵依序為:(1)品項過多、(2)擺放雜亂、(3)產品不顯眼、(4)無層次感、(5)造形呆板。
5.女性年齡於個體展座與群體展座喜好與不喜好皆有所差異。
6.個體展座與群體展座有所差異。

A woman has an inherent love of beauty, which has been the case since the ancient time. It manages to maintain the long lasting sales of cosmetics and beauty care. Shoppe becomes the broadest distribution channel of cosmetics sales. Production marketing should draw support from the marketing approach so that the product can stand out from the first-level war zone of the department store and step ahead. For cosmetic products, thanks to the advancement of science and technology, the function and application of the product grow increasingly diversified. Each part has its corresponding product. Various categories of products are dizzying. However, under the circumstance of limited placement space of the shop, excess products will visually and spatially leave an impression of jumble and crowdedness. Therefore, the usage of assisted selling material (showing stand) is an indispensable marketing approach. With the help of features of the showing stand -- organization, theme, quick attraction, prominence of the product’s core value, the opportunity of consumption behavior will be increased. This research aims at exploring what kind of showing stand modeling of the international famous cosmetic brand in the department store is the most popular among consumers, whether the degree of preference will vary with the changing of age, and if there is difference in terms of the reason for the preference of individual show and group show. Through collecting the samples of showing stand of international famous brands and 40 tested samples from them, this research classifies the 40 samples into two major categories -- individual show and group show, 20 samples in each category. Sixty subjects are invited and they are also divided into 3 categories which respectively are: (1) 20-30 years old, (2) 31-40 years old, (3) over 41 years old. The experimental method adopts the degree of preference to sort and is assisted with the table of feature description to select reasons of preference. From the research results, it can be learned that:
1.The preferred features of individual show are: (1) elegant; (2) the product feature corresponding with the appearance of the showing stand; (3) fine texture; (4) concise and agile in modeling; (5) theme-highlighted.
2. The disliked features of individual show are: (1) simple and crude in decorations and ornaments; (2) rigid in modeling; (3) unlayered; (4) inconspicuous in product itself; (5) rough in material and (6) poor in optical effect. Six features in total.
3. The preferred features of group show are: (1) orderly in placement; (2) the product feature corresponding with the appearance of the showing stand; (3) luxurious and grandeur; (4) fine texture; (5) theme-highlighted; (6) concise and agile in modeling; (7) dazzling in light.
4. The disliked features of group show are: (1) too many categories; (2) disordered in placement; (3) inconspicuous in product itself; (4) unlayered; (5) rigid in modeling.
5. Different age of female has represent diffenences favorite and dislike between individual showing stand and group showing stand.
6. Individual showing stand and group showing stand has difference in between.

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廣告101+(2008-06-23)什麼是ATL和BTL？。取自
(http://ad101hk.blogspot.tw/2008/06/atlbtl.html)
盧介華(2016)。化妝品市場趨勢。取自
(http://fashion.ettoday.net/news/648986)