ABSTRACT
Taiwan enterprises now face some obstacles about promote their own brands by effective marketing ways. Fortunately, we still got some brands from Taiwan which has operated globally and promoted successfully. In skincare and cosmetic market, it’s extremely hard to stand out in the world since there are lots of big brands which occupy most of the market share for a long time. As we know, manufacture has long been the main industry in Taiwan. But as the time goes by, manufacture can’t get the higher gross margin anymore except some world class technology foundries. We are in a transformation process but lots of companies in Taiwan can’t find their own way to go. Therefore, the present study selects a successful brand example, UNT, as the case for the thesis to show the companies in Taiwan that we also have an outstanding brand in Taiwan. Hope the companies which haven’t found their directions yet can take the thesis and case for reference and succeed in build up their own brand.

ABSTRACT
Taiwan enterprises now face some obstacles about promote their own brands by effective marketing ways. Fortunately, we still got some brands from Taiwan which has operated globally and promoted successfully. In skincare and cosmetic market, it’s extremely hard to stand out in the world since there are lots of big brands which occupy most of the market share for a long time. As we know, manufacture has long been the main industry in Taiwan. But as the time goes by, manufacture can’t get the higher gross margin anymore except some world class technology foundries. We are in a transformation process but lots of companies in Taiwan can’t find their own way to go. Therefore, the present study selects a successful brand example, UNT, as the case for the thesis to show the companies in Taiwan that we also have an outstanding brand in Taiwan. Hope the companies which haven’t found their directions yet can take the thesis and case for reference and succeed in build up their own brand.

1. Bennett, P.D. (1988), Dictionary of Marketing Terms, The American Marketing Association, Chicago, IL, p. 18.
2. Bradley, F.(2002). International Marketing Strategy. London: Pearson Education Limited.
3. Cheung, Christy and Lee, Matthew K.O., "Trust in Internet Shopping: A Proposed Model and Measurement Instrument" (2000). AMCIS 2000 Proceedings. Paper 406.
4. Howard, Caroline (2002). Winning the Net Game, Irvine, CA: Entrepreneur Press.
5. Kathleen M. Eisenhardt. (1989).The Academy of Management Review, Vol. 14, No. 4. pp. 532-550.
6. Keller, K.L. (2007). Strategic Brand Management: building, measuring, and managing brand equity. New Jersey: Pearson Education.
7. Lecinski, J. (2011), “Winning the Zero Moment of Truth”, Google Inc., United States.
8. Lecinski, J. (2014), “ZMOT: Why It Matters Now More Than Ever”, Google Inc., United States.
9. Peter Drucker. 1973. Management: Tasks, Responsibilities, Practices. New York: Harper & Row, pp64-65
10. Schmitt, B. (1999b), “Experiential Marketing”, Journal of Marketing Management, 15 (1-3), 53-67.
11. Thomas, G. (2010). Doing case study: abduction not induction; phronesis not theory. Qualitative Inquiry, 16, 7, 575-582.
12. Tobin, P.K.J. & Snyman, R., 2008, ‘Once upon a time in Africa: A case study of storytelling for knowledge sharing’, Aslib Proceedings 60(2), 130–142.
13. Yin, Robert K. (2003a). Case study research, design and methods (3rd ed., vol. 5). Thousand Oaks: Sage.
14. Yin, R. K. (2009). Case study research : design and methods. Thousand Oaks, Calif., Sage Publications.
Other reference:
1. UNT official website: http://www.shopunt.com/tch/love-captain/P/4751/C/72
2. UNT official website: http://www.shopunt.com/tch/FixPage.aspx?id=154
3. 羅之盈 (2012). 抓住市場空缺 營收破2500萬.數位時代No.201
4. 周玉琴 (2011). 記錄台灣_專訪UNT(簡士晶). 中天新聞
5. http://www.techopedia.com/definition/26363/online-marketing
6. 王柔雅 (2013). 無毒概念X故事行銷　UNT指甲油年滾三億營收. 財訊雙週刊 第 417 期
7. Syuan (2014). 一對台灣兄妺，大敗瑪丹娜也愛用的國際老品牌. 商業週刊