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.

CHAPTER 1: Introduction 5
1.1 Research Background 5
1.2 Research Questions 7
CHAPTER 2: Literature Review 9
2.1 Brand and Branding …9
2.2 Global Brand Strategy 10
2.3 Online Market Strategy.…………………………………….…………......11
2.3.1 Trust in Internet Shopping.………………………………………12
2.3.2 ZMOT (Zero Moments of Truth)……………………...…………13
2.4 Experiential Marketing Theory...………………………………………….15
CHAPTER 3: Case Study Research 17
3.1 The Case Study as a Research Strategy 17
3.2 Designing Case Studies 18
3.3 Conducting Case Studies 18
3.3.1 Collecting Evidence…...…………………………………………18
3.3.2 Analyzing Case Study Evidence……..………………………......19
CHAPTER 4: Analysis and Result 21
4.1 What is UNT? 21
4.2 UNT’s Company History 22
4.2.1 The Start of The Business 22
4.2.2 The Development at Home and Abroad…………….…………... 24
4.2.3 The New Management Era……………….……………………....24
4.3 Analysis of Success 25
CHAPTER 5: Conclusion and Suggestion 27
CHAPTER 6: Reference 29
Figures
Figure 1: UNT nail polish with storytelling 6
Figure 2: Research Process 8
Figure 3: Decision making process of customers………………………………....14
Figure 4: Characteristics of Traditional Marketing………….……………………15
Figure 5: Characteristics of Experiential Marketing…………...…………………16
Figure 6: UNT logo……………………….………….…………...………………22
Figure 7: Story marketing………….……………………………………...………23

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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
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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