臺灣博碩士論文加值系統

潮流一詞近年來成為台灣各大服裝雜誌的報導對象，也是目前服飾業討論的熱門焦點，潮流服飾品牌的崛起在世界的服裝市場上已見到其成功的銷售實力，而台灣服飾業的生態也因為這股新生的勢力產生變化。但在台灣除了藉由媒體報導之外始終無正式史實資料及研究讓研究者一窺台灣潮流服飾品牌創立所應具備的元素與競爭優勢，因此本研究的目的，在於深入探討台灣潮流服飾品牌的競爭優勢，冀以為想從事此項工作之有志之士之參考資料。
本研究的研究步驟如下：首先收集品牌成立背景與資料文獻。 其次利用文獻分析法建立本研究架構與研究方法。最終透過個案的專家訪談與問卷評量及型態分析法，並與相關理論文獻及產業資訊交叉比對整合分析。
本研究得其結論: 一.運用潮流元素做為行銷優勢 二.落實品牌理論創造同業之中獨特的風格 三.以技術與文化的創新整合塑造品牌價值 四.透過核心能力提升保持競爭優勢。

Trend Apparel” has been the most popular stories in the past few years. Moreover, it is written in almost every fashion magazine in Taiwan. Nowadays it becomes the hottest issue of apparel industry . Take “ABATHING APE,” a Japanese brand, as an example,it is known as the worldwide leading apparel brand, and its success story has become a role model for Taiwan young designers and next generation. (CommonWealth Magazine 2009)
In Taiwan, besides media coverages, none of authentic date or research provide evidence to have general public to realize fundamental elements and competition of Taiwan apparel industry. .. Thus, my research is to provide background information for those who is highly interested in engaging the business.In order to analyze the results, there are several analysis steps in this research, which go as follow: 1. To collect information of various brands as background information, data and archives. 2. To use the documentary analysis to establish research constructure and analysis. I’ll choose several significant Taiwanese brands and separate them into four categories: “Trend Speciality ”, “Brand Establishment”, “Marketing Models”, “Fundamental Resources”. The questionnaire will also contains twenty different attributes. From the statistics we can conclude the similarities and differences of local newly-built brands in Taiwan. 3. To compare data of interviewing professions with results of questionnaires and using the conclusion to intersect highly compared to and conformity analyze related research archives and industry information. Therefore,the conclusions of this research are going as follow: A. To make use of coverages of fashion trends as marketing advatages. B. to make use of brand theory to create an unique style amongst the industries. C. To integrate the innovative of technology and culture to cultivate brand value. D .To make use of core competence to maintain competition of industry.

目 錄
中文摘要..............................i
英文摘要.............................ii
誌謝................................iii
目錄.................................iv
表目錄................................v
圖目錄...............................vi
第一章 緒論..........................1
1.1 研究動機..........................1
1.2 研究目的..........................3
第二章 文獻探討......................4
2.1潮流的意義.........................4
2.2品牌理論..........................10
2.2.1 品牌的定義.....................10
2.2.2 品牌的組成與分類...............12
2.2.3 品牌的建立.....................13
2.2.4 品牌的管理.....................13
2.3品牌策略..........................15
2.4品牌行銷..........................17
2.5 競爭優勢.........................19
2.6核心能力..........................19
2.7 資源基礎觀點.....................20
2.7.1資源基礎觀點的發展..............20
2.7.2資源基礎觀點的假設..............22
2.7.3資源基礎觀點的內涵..............22
2.8 小結.............................26
第三章 研究設計及方法...............28
3.1研究流程..........................28
3.2研究方法..........................28
3.3研究對象與資料收集................29
第四章 資料整理與分析...............33
4.1個案介紹..........................33
4.2品牌要素分析......................39
4.3潮流要素分析......................55
4.4品牌資源要素分析..................60
4.5行銷分析..........................66
4.5.1 行銷活動分析...................66
4.5.2 產品定位及發展分析.............73
4.5.3 產品價格制定分析...............81
4.5.4 品牌及商品宣傳分析.............86
4.5.5 產品通路分析...................89
4.6競爭優勢分析......................92
4.7研究個案綜合分析..................99
第五章 結論與建議..................106
5.1研究結論.........................108
5.2後續建議.........................115
參考文獻............................116
附錄
A 個案訪談..........................118
B 潮流服飾品牌代表性評量............137
C 專家潮流代表品牌指數問卷評量分析表138
D 品牌屬性評量表....................139
E品牌屬性自我評量分析表.............140

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5.紡拓會譯 (2006)，Kurt Salmon Associates(KSA)口述，「消費者行為前景與展望，以及成衣業趨勢」，紡織業拓展會國際研究報告。
6.李佑群 (2010) ，大學生了沒 (2010326 ) ，台北，中天電視台。
8.流行酷報 (2010) ，台北，流行酷報2010 五月號。
9.袁世珮、黃家慧編譯，Knapp.D 著， (2001)「品牌思維」(The Brand Mindset)，台北：美商麥格爾‧希爾出版 。(原著2000 年出版)
10.黃秀儒 (2007) ，「快速流行服飾零售業者的競爭優勢─以西班牙品牌Zara為例」，碩士論文，中山大學企業管理學系研究所。
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(No. 2.): pp. 171-180. 27 (No.4): pp. 154–165.

三、網站部份
1. http://www.find2005.com.tw/blog
2. http://www.wretch.cc/blog/faven
3. http://tw.myblog.yahoo.com/socool-sofun
4. http://www.chaospunk.com