國際平價服飾品牌與粉領族口碑行銷之研究

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/105151

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题名:	國際平價服飾品牌與粉領族口碑行銷之研究
其它题名:	The study of international par dress brand and word-of-mouth marketing on pink-collar group
作者:	林珊秀;Lin, Shan-Hsiu
贡献者:	淡江大學國際企業學系碩士在職專班蔡政言;Tsai, Jeng-Yan
关键词:	國際平價服飾;粉領族;口碑行銷;International Par Dress Brands;Pink-Collar Group;Word-of-Mouth Marketing
日期:	2015
上传时间:	2016-01-22 14:49:01 (UTC+8)
摘要:	隨著越來越多歐、美、日國際平價服飾品牌紛紛來台灣展店，國際平價服飾是已經是時尚圈的趨勢，國際平價服飾崛起對台灣掀起前所未有的平價流行風潮，也讓消費者不再像過去一樣執著於所謂的「高價名牌」，而是轉向如何利用服裝充分表現出自己的專屬風格。國際平價服飾品牌尚未進駐台灣之前，粉領族群幾乎是透過網路社群代購方式或出國時購買取得，並經由各種大眾媒體的廣告、雜誌介紹、網路社群及週遭的朋友及同事推薦以口碑行銷方式得知這些國際平價服飾品牌的資訊，粉領族藉由國際平價服飾提供的流行時尚品牌及品味的證明來建立自身與社會的連結並強化粉領族個人想要製造出來的形象。現今社群網站中又以Facebook最為活躍，本研究藉由個案L社群之案例分享，運用它來進行人際溝通、資訊分享、網路口碑行銷之傳遞，讓粉領族在網路上能有更多的企業口碑可以參考後，能重新認識企業品牌，並對企業產生信賴感而進行購買。 By more and more the International Par Dress Brands came into Taiwan, the demand for the International Par Dress is forming a rising trend for fashion field as well as setting off an unprecedented wave for general consumption. Meanwhile, the Pink Collar Group is no longer obsessed in the so-called "high-priced brands", but tends to fully show their own exclusive and unique styles with new concepts of dressing. 　Before the International Par Dress Brands stationed in Taiwan, they were known by various mass media advertisements, magazines, the Internet community and friends and/or colleagues'' words-of-mouth recommendations. Besides, the Pink Collar Group mostly purchases those clothes from surfing the Internet community or through traveling abroad in person. By means of the fashion trend and style of the International Par Dress Brands, The Pink Collar Group establishes their own relationships of society and strengthens personal unique images. 　　As we know, Facebook has been the most popular social media platform recently. Therefore, this research adopts the case study of L community to prove that interpersonal communication, information sharing and eWOM marketing through Facebook being available. Moreover, we expect to provide the pink collar group with in-depth knowledge of the corporate reputation via others’ referrals from the internet in order to re-recognized brand images and to build up a sense of trust, and then to take action to purchase.
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