精品產業關鍵成功因素研究

機構典藏 > College of Business and Management > Graduate Institute & Department of International Business > Thesis > Item 987654321/31951

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Title:	精品產業關鍵成功因素研究
Other Titles:	The study on key success factors of luxury-goods industry
Authors:	呂惠玲;Lu, Hui-ling
Contributors:	淡江大學國際商學碩士在職專班黃志文;Huang, Chih-wen
Keywords:	精品;精品產業;關鍵成功因素;Cartier;Bally;Luxury-Goods;Luxury-Goods Industry;Key Success Factors;KSFs;Cartier;Bally
Date:	2008
Issue Date:	2010-01-11 01:27:57 (UTC+8)
Abstract:	全球精品產業於近十年來興起，在全球股市跌掉一半市值時，而全球精品銷售量不減反增可見其潛力。精品是高品牌權益的產品，品牌權益所帶來的成果是：顧客願意為特定的品牌多支付一些價格。台灣在面臨國際經濟自由化的衝擊下，應選擇自創品牌，以保持競爭優勢。本研究選定精品產業的二個百年品牌：Cartier及Bally作為研究對象，目的在探討：一、國外精品公司的關鍵成功因素。二、整合國外精品公司的經營策略，供國內業者參考。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.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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