從流量到轉換：探討奢華美妝品牌在跨境電商中的數位行銷成效分析

Abstract

中文摘要 隨著數位科技與電子商務的快速發展，跨境電商已成為奢華美妝品牌拓展國際市場的重要管道。在高度競爭的數位環境中，如何有效將線上流量轉化為實際購買行為，已成為品牌數位行銷策略中的關鍵課題。因此，本研究以「從流量到轉換」為核心概念，探討奢華美妝品牌在跨境電商環境中的數位行銷成效，並以 Dior 旗下產品「Dior逆時能量超彈力亮眼精華」為案例，分析品牌如何透過數位行銷策略提升流量轉換效率與市場競爭力。 本研究主要目的在於分析台灣眼部保養市場之消費者行為、行銷痛點與銷售通路結構，並進一步評估奢華美妝品牌在跨境電商與數位行銷環境下的行銷表現與發展潛力。研究方法首先透過次級資料蒐集，分析奢華美妝產業之發展趨勢與市場競爭情形，並運用SWOT與TOWS分析法，整理產品在市場中的內外部競爭條件。此外，本研究採用線上問卷調查方式，透過 Google Forms 蒐集共90份有效樣本，以分析消費者對眼霜產品之使用行為、購買動機、價格接受度與資訊來源。同時，本研究亦結合數位行銷數據，包括 Meta Ads Manager 與 Google Analytics 4 的資料，分析不同廣告投放策略在網站流量、點擊率、轉換率以及廣告投資報酬率（ROAS）上的差異，以評估數位行銷策略在跨境電商中的實際成效。 研究結果顯示，眼部保養市場呈現年輕化與功能導向的發展趨勢，消費者最重視產品功效的明確性、溫和不刺激的配方，以及與妝前保養的相容性。Dior透過3D超彈力按摩頭設計、溫和且高效的成分配置，以及兼具保養與妝前使用的產品定位，有效提升產品的使用體驗與消費者接受度。此外，數據分析結果亦指出，當廣告素材、受眾定位與著陸頁內容之間具有高度一致性時，能顯著提升網站轉換率與廣告投資報酬率，顯示流量品質與轉換策略之間具有密切關聯。 綜合而言，本研究指出，在跨境電商快速發展的市場環境下，奢華美妝品牌若能持續強化數據導向的數位行銷策略，並提升流量與轉換之間的整合效率，同時結合個人化行銷與多元通路整合，將有助於提升品牌整體行銷績效，並鞏固其在高端美妝市場中的競爭優勢。 Abstract In the digital era, the ability to convert online traffic into actual purchases has become a critical factor determining the success of brands in cross-border e-commerce. For luxury beauty brands, effective digital marketing strategies are essential not only for attracting online attention but also for transforming consumer interest into real purchasing behavior. Therefore, this study adopts the concept of “from traffic to conversion” to analyze the effectiveness of digital marketing strategies employed by luxury beauty brands in cross-border e-commerce environments. The study uses the eye-care product “Dior Capture Totale Super Potent Eye Serum” from Dior as a case study to examine how digital marketing strategies enhance traffic conversion efficiency and strengthen market competitiveness. The main objective of this research is to analyze consumer behavior, marketing challenges, and distribution channel structures in the eye-care market in Taiwan and further evaluate the marketing performance and development potential of luxury beauty brands within cross-border e-commerce and digital marketing environments. The research methodology begins with secondary data collection to examine industry trends and competitive dynamics within the luxury beauty sector. In addition, SWOT and TOWS analytical frameworks are applied to identify the internal and external competitive factors influencing the product. Furthermore, this study conducts an online questionnaire survey using Google Forms, collecting a total of 90 valid responses to analyze consumers’ eye cream usage behavior, purchasing motivations, price acceptance levels, and information sources. In addition, digital marketing data from Meta Ads Manager and Google Analytics 4 are integrated to examine differences in website traffic, click-through rates, conversion rates, and return on advertising spend (ROAS) across various advertising strategies, thereby evaluating digital marketing effectiveness in cross-border e-commerce. The findings reveal that the eye-care market is becoming increasingly younger and more function-oriented. Consumers place particular emphasis on product efficacy, gentle formulations, and compatibility with pre-makeup skincare routines. Dior differentiates its product through a 3D elastic massaging applicator design, high-performance yet gentle ingredients, and a product positioning that combines skincare with pre-makeup preparation, thereby enhancing user experience and consumer acceptance. Moreover, the analysis indicates that when advertising creatives, audience targeting, and landing page content are highly aligned, conversion rates and advertising return on investment can be significantly improved. In conclusion, this study suggests that in the rapidly evolving cross-border e-commerce environment, luxury beauty brands can enhance overall marketing performance by strengthening data-driven digital marketing strategies, improving the integration between traffic acquisition and conversion mechanisms, and developing personalized marketing experiences across multiple channels.