台灣連鎖女服飾業創新策略之研究－以KW服飾（豐原）店為例

The Study of Innovation Strategy for Chain Store of Woman Clothes in Taiwan–In Case of KW Clothes Store in Fong Yuan

洪振裕(Chen-yu Hung)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

由於服飾是人類日常食衣住行育樂六大基本需求之一，扮演了保暖及美化人體外觀的角色，在經歷了次貸經濟風暴之後，國內景氣復甦、消費力增加，而消費者為了凸顯自己在社會上的地位，在選購流行服飾方面更重視美觀及時尚。也因為消費者對服飾的需求增加，使得百貨公司服飾樓面增加及服飾店數量快速的成長。連鎖服飾店的興起對於個體經營的服飾店帶來強而有力的衝擊，不僅在服飾種類提供了多樣化、個性化及國際化的流行訊息，更在企劃、行銷等意識概念及人員服務方面展現了連鎖品牌的素質優勢。消費者在接觸服飾專櫃後，對進入服飾店消費不再只求商品的時尚，對於帶來個人的特色、服飾店的裝潢擺設、購物的氣氛以及店員的服務品質等均日益講究。為了因應多樣化顧客的需求，以及強調個別連鎖服飾店的經營差異化，本研究將鎖定女服飾店為研究對象，進一步進行創新差異化策略的研究。
隨著國人自我意識的提高，如何創造服飾店差異化與獨特性來吸引顧客上門，即為本研究重點。因此，本研究將著重於連鎖女服飾店如何創造差異化，並應用於行銷策略中，再透過問卷調查進行分析與探討，使所得結果可提供業者創新行銷策略參考並提升競爭力。

關鍵字

行銷策略 ； 流行服飾 ； 女裝

並列摘要

Food, apparel, occupancy, transportation, education and recreation are essential demands of people. Among these demands, ''apparel'' is not only to keep our body warm, but also to embellish our appearance. After the financial crisis of subprime loan, the domestic public consumption level has increased together with the economic recovery. For emerging their social status, consumers tend to be more emphasizing the embellishment and fashion style of apparels. Not only the apparel floors of department store have increased, but also the independent type clothing stores have rapid growth from the demands raised of purchasing apparels. One huge impact to clothing stores is happened to independent type market, the pressure comes from the new raised chain type retail stores. Numberal strengths are providing to the market with the variety, unique and world-wide fashion news on the one hand, and also cover on project planning, marketing and customer service on the other. Today, customers are not be attracted merely by the importance on the fashion style of apparels, they have been paying more attention to the particularity of products, the furnish and decoration of store, the ambiance of environment and the service quality of staffs. This study will discuss the varieties on customer purchase behavior, and focus on the management differences on select three chain type retail stores of female apparel.
Thus, this study will use questionnaires approach to investigate and analyze the crucial factors in which have been applied as marketing strategies. Results are expected to find the innovative ideas for chain type retail stores of female apparel which is seeking to enhance business competitiveness.

並列關鍵字

farketing strategy ； female apparel ； fashion apparel

參考文獻

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