國內女裝成衣品牌因應進口品牌瓜分市場之經營策略研究－以A公司為例

A Case Study on the Managing Strategies upon the Influence of Imported Brand toward the Fashion Market in Taiwan

葉立誠(L. C. Yeh) ； 林佩瑩(P. Y. Lin)

《華岡紡織期刊》 14卷4期 (2007/12) Pp. 315-323

https://doi.org/10.29984/JHGT.200712.0002

摘要

台灣尚未成為WTO會員國前，我國產業所生產製造的商品為我國消費者購買商品的第一選擇，然而我國2005年於成為WTO會員國後，開放國際商品進入台灣市場，分食傳統產業的市場大餅，進口問題首先衝擊本土產業，形成有良好的競爭力才能在消費市場生存的模式。進口品牌所販售之商品，取得較為不易，在我國消費者心中之商品地位高於本土品牌，因此，本研究針對上述之因素將問題歸納為下列兩點：(1)進口品牌瓜分市場之因素？(2)國內女裝品牌－以A公司為例，因應進口品牌瓜分市場的策略為何？透過文獻整理與分析我國女裝產業進口品牌的概況，並以SWOT策略分析法分析個案A公司內、外部的優劣勢、機會與威脅，找出我國品牌因應進口品牌瓜分市場經營策略之結果如下：(1)消費者需求改變快速，國內品牌累積的資產以及品牌定為應隨之轉變，以因應顧客的需求。(2)服飾行銷的整合能力，像是品牌精神、品牌意象、門市陳列的整體氣氛、專櫃人員之教育訓練，都是累積品牌資產以及服裝公司該注意的細節。(3)與顧客有良好互動，藉由公關的活動讓公司與顧客接近，進一步了解顧客的需求。

關鍵字

流行產業 ； 進口品牌 ； 市場 ； 策略

並列摘要

The manufacturing products made by our domestic industries were considered to be the consumer's first choice before Taiwan joining the WTO. However, the opening of international commodities into Taiwan has a great impact on the traditional industries after Taiwan becomes one of the WTO nations on January 1, 2005 'Have the competitive edge is regarded to be the surviving factor.' Commodes of the imported brands are not easy to obtain which are ranked higher than native brands in the minds of Taiwan consumer; therefore, this research which is ranked discusses the issues in the following two aspects. 1. What is the cause of imported brands to market share market in Taiwan? 2. What are the strategies toward imported brands sharing fashion market? By SWOT analysis A case study has been carried out to discover the market management strategies in the imported brands: 1. The consumer demand a fast change, the domestic brand accumulates the assets as well as the brand positioning should follow the transformation, in to the customer demand. 2. Fashion project capability, such as the brand images, the shop display and sales continuing education, is the brands have to attention. 3. Have a good relation with the customer can understands customer's demand.

並列關鍵字

fashion industry ； imported brands ； fashion market ； managing strategy