LUSH氣泡彈親子市場的行銷策略分析與企劃

Abstract

中文摘要 隨著經濟發展與生活型態的轉變，人們愈加重視生活品質與身心放鬆；泡澡作為日常紓壓方式之一，搭配泡澡球更能提升感官與情境體驗。然而，市面上泡澡球種類眾多與價位多元，消費者在「是否適合自己、是否適合家庭」的選擇上常面臨難題。本文以 LUSH 泡澡球為研究對象，聚焦在台灣市場的行銷策略，並以親子為主要客群，整理出四項主要挑戰：台灣浴缸普及率有限、對化學添加的心理疑慮、對一次性消耗品的價格認知落差，以及社群推廣受限等，進一步提出對應的解方。研究方法以二手文獻資料蒐集為主，先整理品牌歷史與核心價值，再透過市場環境分析、競品分析、SWOT分析，檢視品牌內外部條件與產品屬性，接著運用STP進行市場區隔與定位，鎖定25-40歲親子家庭為目標客群，最後以4Ａ行銷組合提出具體策略，找到合適的方式讓消費者能夠更有意願購買，並藉由合適的飯店與代言人進行推廣結合飯店通路與社群之親子網紅合作，提升產品可見度與購買誘因。本研究建議透過異業合作、IP 聯名、組合訂價與 YouTuber 推廣等策略，將 LUSH 泡澡球重新塑造成「天然安全的親子沐浴儀式」，使其從單次消耗品升級為創造親子互動與情感連結的體驗媒介。 Abstract As economic development and lifestyle changes continue, people have become increasingly attentive to quality of life and physical and mental relaxation. Bathing, as one form of everyday stress relief, can offer an enhanced sensory and experiential context when paired with bath bombs. However, with a wide range of bath bomb brands and price points on the market, consumers often face a difficult choice in deciding whether a product is suitable for themselves and for their families. This study takes LUSH bath bombs as its research subject, focusing on the brand’s marketing strategy in the Taiwanese market. With parent–child families as the core target segment, four key challenges are identified: the limited prevalence of bathtubs in Taiwan, psychological concerns about chemical additives, perceived price barriers for a single-use consumable product, and constraints on social media promotion. Corresponding solutions are then proposed. This research primarily adopts secondary data collection. It first reviews the brand’s background and core values, and then examines product attributes and both internal and external conditions through macro- and micro-environmental analyses, competitor analysis, and a SWOT analysis. Next, STP is applied for market segmentation and positioning, identifying parent–child families aged 25–40 as the target audience. Finally, specific strategies are developed using the 4A marketing mix, integrating suitable hotel channels and collaborations with parent–child influencers on social and digital platforms to increase product visibility and strengthen purchase incentives.This study recommends repositioning LUSH bath bombs as a “natural and safe parent–child bathing ritual” through cross-industry partnerships, IP collaborations, bundle pricing, and YouTuber promotion, thereby upgrading the product from a one-time consumable into an experiential medium that fosters parent–child interaction and emotional bonding.