精品集團多品牌行銷策略之探討

NHUIR > College of Social Sciences > Department of International and China Studies, The M.A. Program of Asia-Pacific Studies and Public Policy Studies > Disserations and Theses(M.A. Program in Asia-Pacific Studies) > Item 987654321/18065

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Title:	精品集團多品牌行銷策略之探討
Other Titles:	Multi-brands Strategy Discuss Of Fashionable Luxury Groups
Authors:	陳柔伊 Chen, Rou-yi
Contributors:	國際暨大陸事務學系亞太研究碩士班毛樹仁 Shu-jen Mao
Keywords:	多品牌行銷策略;複合式精品集團;歷峯集團 Multifunction Goods Group;Multi-Brand Marketing Strategy;Richemont
Date:	2011
Issue Date:	2015-01-08 09:38:03 (UTC+8)
Abstract:	品味是人們生活中的動態展示品。現今，都市是人們展示生活品味的伸展台。所以近幾年來，消費者的消費能力興起，許多知名的精品品牌開始注意到這一塊市場，也發現消費者對品牌肯定的同時，有關生活經濟上的各個層面都能使精品產業有效運用品牌也保有品牌之價值性。　　　品牌是消費者在消費決策時的重要指標，而媒體對品牌來說是：「品牌包裝的發言人」。相對的，在觀察每一季品牌的流行脈動時，品牌行銷早已如影隨形。　　　因此本研究的主要目的乃解析時尚精品產業如何以多品牌進行行銷，而研究對象為國際知名、具有象徵地位與影響力的精品集團。筆者結合文獻探討和問卷調查方式，進一步歸納實例，以做為本研究論文之依據，並期望對台灣時尚精品產業，於設計、行銷、經營等提供實質的參考。　　Savor is a dynamic showpiece in people’s life, and today, cities are extension stages for people to show their tastes. So in recent years, consumer’s consumer competence increases, and there are a few boutique brand that began to take notice of this part of the market and discovered that while consumers affirms the brands, different aspects about life economy can make dandy industry make use of the brands efficiently and at the same time retain their values.　　　Brand is an important index for consumers during an act of purchase, and mass media are “spokesmen of brand packaging”. Relatively, brand marketing is already on its way with the observation of the pulse of fashion of brands each season.　　　Therefore, the main purpose of this research is to analyze how fashionable high-quality goods industry utilize multiple brands in marketing. Combining records, documents, and surveys through questionnaires, the author further makes inductions through the examples, thus being the basis for this paper. The author also hopes to provide virtual reference for Taiwan’s fashion industry, in ways such as design, marketing, and managing.
Appears in Collections:	[Department of International and China Studies, The M.A. Program of Asia-Pacific Studies and Public Policy Studies] Disserations and Theses(M.A. Program in Asia-Pacific Studies)

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