臺灣博碩士論文加值系統

近幾年來台灣的經濟快速成長，在國際化、自由化之影響之下，全球化貿易政策的發展與關稅降低的影響，代理商和貿易商不斷引進各大服飾品牌，使得服飾市場形成百家爭鳴的狀態，儘管產品的設計與製作過程很容易被模仿，但存在於消費者內心深處的品牌印象與經驗卻是難以取代的，品牌的行銷策略無疑是強化競爭利基的重要抉擇。
本研究在探究台灣服飾業經營策略與品牌管理的發展過程，包括品牌建立、品牌權益與品牌延伸的形成的背景，以及其建置的先後順序及其內容。在研究方法上運用質性研究中的敘說探究法，針對個案公司進行實證研究，達到研究目的。
研究發現個案公司透過核心策略與資源後盾塑造競爭優勢與發揮價值網絡效用，達到資源加乘效果。透過口碑行銷、設計師團隊並注重店面消費體驗，在消費者心中創造「最新流行」的品牌聯想，將其高品質服飾之形象深植於顧客內心。以「快速同步流行」為其事業使命，全新的經營模式打破傳統服飾產業的規則。透過資訊系統的應用即時了解消費者需求，快速做出回應，在季節中因應消費者需求市場趨勢所生產的日本同步流行服飾。採用競合營運計畫，獨特的知識技能，成功建立不易取代的競爭優勢。

In recent years, Taiwan’s economy has grown rapidly. Under the influence of globalization and liberalization, the development of global trade policies and the impact of tariff reduction, agents and traders have continuously introduced major apparel brands, making the apparel market a hundred controversies. The brand marketing strategy is undoubtedly an important choice to strengthen the competitive advantage.
This study explores the development process of Taiwanese apparel industry business strategy and brand management.The study found that case companies shaped their competitive advantage and leveraged value network effectiveness through core strategies and resource backing to achieve resource multiplier effects. Through word-of-mouth marketing, designer team and store-oriented consumer experience, the company created “the latest and most popular” brand associations in the minds of consumers, embedding the image of high-quality apparel in customers hearts. With its mission of “fast-paced and popular”, the new business model breaks the rules of the traditional apparel industry. Through the application of information systems, we can immediately understand consumer needs and quickly respond to Japanese synchronized fashion apparel produced during the season in response to consumer demand and market trends. Using the co-operation plan, unique knowledge and skills, successfully establishing a competitive advantage that cannot be easily replaced.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1研究背景 1
1.2研究動機 3
1.3研究目的 5
1.4研究流程 5
第二章文獻探討 7
2.1服飾業的發展與現況 7
2.1.1服飾業發展歷程 7
2.1.2服飾業現況 8
2.1.3服飾業的通路與趨勢 9
2.1.4女裝零售產業之現況分析 11
2.2品牌概念 17
2.2.1品牌定義 18
2.2.2品牌建立 23
2.2.3品牌經營 27
2.3企業經營策略 32
2.3.1定義與分類 32
2.3.2企業經營策略 34
2.3.3國際化策略 36
2.3.4多角化策略 37
2.3.5垂直式整合策略 38
2.3.6多品牌行銷策略 39
2.4品牌權益 41
2.4.1品牌權益定義 41
2.4.2品牌權益內涵 42
2.5品牌行銷策略 47
2.5.1行銷策略STP 48
2.5.2品牌行銷 51
2.5.3品牌行銷策略 52
2.5.4服飾品牌行銷 56
第三章 研究方法 72
3.1質性研究法 72
3.2深度訪談法－敘說探究 74
3.3敘說探究的結構 76
3.4敘說探究五層級 76
3.5研究範圍與資料收集 78
3.6研究設計 78
第四章 品牌策略之探討 80
4.1個案公司經營現況與歷程 80
4.1.1成立背景 80
4.1.2現況 81
4.1.3個案公司發展歷程紀要 82
4.2敘說品牌故事 84
4.2.1 bear two 84
4.2.2 GOZO 86
4.2.3 maje 89
4.2.4. BLACK BY MOUSSY 91
4.2.5 MOUSSY 92
4.2.6 SLY 94
4.2.7 Apuweiser-riche 96
4.2.8 Duras Ambient 97
4.2.9 RIONE DURAS 98
4.2.10 31 Sons de mode 99
4.3個案內容分析 100
4.3.1 核心策略 100
4.3.2 策略性資源 101
4.3.3 顧客介面 102
4.3.4價值網絡 102
4.4回首品牌路 102
第五章 結論與建議 107
5.1結論 107
5.2建議 108
參考文獻 111
中文部份 111
英文部份 114

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