臺灣博碩士論文加值系統

時尚精品憑藉著品牌背後顯為人知的行銷策略，重視業者所提供在產品與服務背後所隱含的品牌價值，使時尚精品往往成為百貨公司主要獲利及形象提升的來源。現今，時尚精品的販售不只是販賣商品的本身，附加的價值有如品牌、消費者形象、生活形態以及一種顧客追求自信的代表，進而創造出顧客有別於購買一般平價商品完全不同的價值感受。本研究首先針對時尚精品品牌經營策略者及銷售者發放問卷，將其變數分成七大群組，透過因素分析達到縮減矩陣之維度，進而建立行銷策略矩陣。本研究結果不但能增加在學理上對時尚精品市場運作邏輯的了解，同時能有助於時尚精品品牌廠商精進其行銷策略。

With the increasing demand on fashion luxury, the marketing strategy of luxury fashion has attracted lot of researchers’ attention. The luxury fashion often is one of the main sources of profit and enhancement of goodwill of a department store. The research process of this study is designed as follows. The author conducted a survey on the marketing strategy of luxury fasion. She collected data from managers and sellers of the department store in Taiwan. Then, thrught statistic analysis, the author divided variables into seven groups. Finally, the author established five marketing strategy matrices of luxury fashion and she pinpointed six luxury brands in the matrices. This study not only help research to understand the luxury fashion brands business and marketing strategy insights, but also assist marketing managers to enhance the feasibility of their marketing strategy.

書名頁 i
審定書 ii
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究缺口與目的 4
第三節 研究問題 5
第四節 研究架構與流程 5
第二章、文獻探討 6
第一節 時尚精品產業 6
第二節 時尚精品等級 12
第三節 時尚精品之行銷策略 14
第四節 變數文獻彙整 22
第三章、研究方法與設計 24
第一節 問卷設計與發放對象 24
第二節 操作變數與問項設計 26
第三節 資料分析方法 31
第四章、研究分析與發現 32
第一節 因素分析（Factor Analysis） 32
第二節 行銷策略矩陣（Marketing Strategic Matrix） 47
第五章、結論與建議 53
第一節 研究結果與討論 53
第二節 未來研究與建議 55
第三節 本研究貢獻 56
參考文獻 58
附錄一：時尚精品品牌經營管理者-問卷 61
附錄二：時尚精品品牌經營銷售者-問卷 67

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