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研究生:歐彤彤
研究生(外文):OU, TUNG-TUNG
論文名稱:網紅服飾品牌策略研究
論文名稱(外文):Research on Brand Strategy of Internet Celebrity Apparel
指導教授:潘立芸
指導教授(外文):PAN, LEE-YUN
口試委員:沈宗奇莊旻潔
口試委員(外文):SHEN, TSUNG-CHICHUANG, MIN-CHIEH
口試日期:2020-06-08
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:43
中文關鍵詞:網紅品牌延伸策略形態分析
外文關鍵詞:Internet CelebrityBrand ExtensionStrategic Posture Analysis
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社群媒體的發展,從早期的部落格到現在的Facebook、Instagram、Youtube等平台,使每個人能利用這些工具展現個人特色,營造個人品牌的形象並利用累積的粉絲人氣創造盈利,因人氣所帶來的效益對這些網路紅人來說並不是長久之計,因此有越來越多自媒體選擇逐漸成立自己的品牌選擇不同的產業進入,維持收入來源的穩定。本研究係探討網路素人到網路紅人,利用自媒體經營個人品牌延伸到成立屬於自己的自有品牌經歷一次及二次轉型,而個案公司所在的產業為電商服飾領域。工具使用策略型態分析理論以及品牌延伸理論分析,找出個案公司品牌在面臨眾多服飾競爭者的環境下如何成功轉型以及品牌如何利用策略與同業競爭者競爭,經由研究整理與發現後,個案公司轉型的關鍵因素為同業的削價競爭而使品牌轉型為設計師品牌,個人人氣效應及產品的特色與同業是個案的競爭策略,並針對研究分析的結果提出未來發展建議,建議品牌服飾可往海外寄貨、拓點販售發展。
The development of social media, from the early Blogs to Facebook, Instagram and YouTube as platform, make everyone can use these tools show personal characteristics, create a personal brand image and use the cumulative fan popularity creates profit. Because of the benefits source by social media is not a long-term solution for these networkers, therefore, more and more self-media into different industries to set up own brands to stable income for themselves.
This study explored the transformation from ordinary people to internet celebrities, and the use of "self-media" to operate personal brands and to establish their own brands even undergo first and second transformation. The industry of the case is in the field of e-commerce clothing. Research based on the strategic posture analysis and brand extension theory, to figure out how case company faced the competitors and how it kept it advantage in this industry, here are the results and purpose of the research. The transformation factor of case company it’s because of the price-cutting competition and cause it transform to designer brand change its customer position. And personal popularity effect and products’ characteristics these are the brand strategies of the case. For the future suggestions in the research we suggest the case company could expand its brand to other foreign area.

摘要 i
ABSTRACT ii
Table of contents iii
List of tables iv
List of figures v
CHAPTER 1 Introduction 1
1.1 Research background and motivation 1
1.2 Research objectives 2
1.3 Proposed structure of the research 2
CHAPTER 2 Literature review 3
2.1 Strategy 3
2.2 Current situation of Taiwan's e-commerce apparel industry 5
2.3 Internet celebrity economy 7
2.4 Brand extension 8
CHAPTER 3 Research method 10
3.1 Case study research 10
3.2 Secondary data 11
3.3 Background of the case - #nude 11
CHAPTER 4 Analysis and result 13
4.1 The development of the #nude 13
4.2 The nude's strategic posture analysis 15
4.3 Brand extension of #nude 23
CHAPTER 5 Conclusion and management implications 28
5.1 Conclusion 28
5.2 Management implications and research limitation 29
REFERENCES 31

References
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