本研究的發現為： 一 精品公司須建立差異化，即建構品牌識別 二 產品的設計研發及年輕化是精品公司的共同目標 三 精品的獨特性及高品質是高形象的要素 四 以直營店及專門店的通路方式建立形象及控制銷售品質 五 行銷、公關及廣告是形象塑造的方法 六 銷售人員的知識、態度對目標顧客有關鍵影響 During the past 10 years, the Luxury-Goods Industry has grown up rapidly, this industry has its strong potential from sales increase dramatically while the global stock markets have dropped down over 50% in 2005. Luxury-Goods is a kind of High Equity Product, the performance of High Equity Product is where customer willing to pay more for specific brand product than the similar product function even with cheaper price. Nowadays, Taiwan has encountered the international trading liberalization process, in order to maintain the competition advantage from oversea competitors, Taiwan must find the way to promote more our own branded product with high equity. There are two hundred years history of brand in Luxury-Goods Industry, this research adopted Cartier and Bally as a case study companies. The purposes of this research are two: (1) to explore the Key Success Factors in Luxury-Goods Industry, (2) to offer some strategies suggestion to the management level of Taiwan’s Luxury-Goods Industry. The findings of this research are: (1) Luxury-Goods companies are needed to establish the product differentiation, that is to construct brand identity. (2) The creative design and toward youth tendency are the objective of company. (3) The distinctive quality is the key factor for high image. (4) To control the image and service quality through the sales channel of specialty shop. (5) The activities of public relations and advertisement are the ways to develop the image. (6) A better understanding of product knowledge and friendly attitude of sales persons have critical influence to customer.
