台灣新創服飾品牌於電商與實體通路整合行銷之研究 —以A個案公司為例

A Research on the Integrated Marketing of E-Commerce and Physical Channels In the Newly-created Apparel Brand in Taiwan —A Case Study

黃琛晰(Tan-His Huang)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/臺大－復旦EMBA境外專班/碩士(2018年)

https://doi.org/10.6342/NTU201800894

摘要

最近幾年，台灣新創服飾品牌於電子商務與實體通路之整合行銷在國內之發展迅速。在產業發展的過程之中，形成了全新的品牌概念: 「網際網路新創服飾」，此一新興浪潮以網際網路為平台，藉由電子商務作為主要銷售方式，具有即時反應顧客需求的能力、大量的曝光度，獲得大多數客戶的喜愛，明顯成為各種品牌概念之中的領頭羊。以O2O經營服飾的行銷模式，早期的大量「流量利基」已經成為過去式，流量獲取成本大大提升。以往只有依靠經營線下模式的傳統服飾品牌，亦開始嘗試以網際網路作為擴展市場的利器。台灣服飾業全球化、多元多角化發展漸趨成熟，紛紛進入品牌競爭、品牌至上的階段，其中，最晚興起、相對而言實力最弱的新創服飾品牌，要如何在服飾業白熱化之中打出一片天地呢？尋找並擁抱其獨特競爭優勢，差異化品牌行銷方能擺脫新創品牌所遭遇的不利局面。
本研究採用文獻探討、質化分析、演譯(Reduction)與歸納(Induction)分析等方法，在文獻探討和研究眾多台灣新創服飾品牌於電商與實體通路整合行銷實務的基礎上，發現新創服飾品牌在品牌行銷方面的缺失，從而聚焦性地提出改進策略。本研究先對台灣新創服飾品牌於電商與實體通路整合行銷之內涵加以定義，就其行銷環境以及產業競爭情況做出分析，同時對台灣新創服飾品牌於電商與實體通路整合行銷的消費者購買行為加以研究。在此基礎上，分析台灣新創服飾品牌於電商與實體通路整合行銷之現況及所存在的問題，從而提出相關的品牌行銷策略。
台灣新創服飾品牌於電商與實體通路，採取兩種管道來接觸線上、線下不同的使用族群，筆者主要以品牌客製化、品牌傳達和品牌行銷三大層面來剖析台灣新創服飾品牌於整合行銷傳播(Integrated Marketing Communication)的策略。品牌客製化，首重於設計上建構品牌獨特文化、差異化同類品牌定位。品牌傳達，光具有獨一無二的稀有感還不夠，將品牌傳達給客戶過程中需要考量：是否視覺化、設人處地、發人深省。那品牌行銷水準該如何提升呢？除了持續維繫與老顧客的關係之外，開發新的媒體管道、再行銷策略(Retargeting)……等，也都是可以嘗試的好方法。
總之，研究目的，可以歸納成一句話來說：「如何有效制定台灣新創服飾品牌於電商與實體通路整合行銷策略？」從品牌客製化、品牌傳達、品牌行銷等三大層面切入，為新創服飾品牌於發展行銷策略上提供具有可行性之整體解決方案和策略分析。協助新創品牌洞燭機先，提升品牌附加價值與獲取競爭優勢，同時對於傳統服飾品牌日後如要利用網路行銷來增加曝光度、擴大目標客群，提供有益的參考。

關鍵字

服飾品牌 ； 電商 ； 實體通路 ； 整合行銷 ； O2O商業模式

並列摘要

In recent years, Taiwan's new clothing brands’ integrated marketing activities in both e-commerce and physical channels has developed rapidly. In the process of industrial development, a new brand concept has been formed: "Internet Creation Fashion". This emerging wave is based on the Internet. With e-commerce as the main sales means, it has the ability to instantly respond to customer needs. A large number of exposures, the favorite of most consumers, is clearly one of the leaders in various brand concepts. With the marketing mode of O2O(online to offline) running apparel, a large amount of "traffic bonus" in the early days has become a past and the cost of acquiring traffic has been greatly increased. Now, the clothing brands relied only on the traditional mode of operations in the past, also began to try to use the Internet as a weapon to expand the market. Taiwan's apparel industry globalization and diversification has reached maturity and brand competition is extremely intense. Under such intensive competition and brand supremacy, how should a new cloth brand to survive under such hyper-competition market? Find and embrace its unique competitive advantage, differentiated brand marketing can get rid of the distress created by the quagmire.
In this study, we use literature review, qualitative analysis, reduction and induction methods to analyze and study many new fashion brands in Taiwan in the e-commerce and physical channels integrated marketing practices based on the discovery of a newly created apparel brand in the absence of marketing, so as to focus on improving strategies. This study first defines the connotation of Taiwan's Singamas apparel brand in the integrated marketing of e-commerce and physical access, analyzes its marketing environment and industry competition, and at the same time integrates marketing of e-commerce and physical access of Taiwan's newly created apparel brand Consumer buying behavior to be studied. On this basis, this paper analyzes the status quo and existing problems of the integrated marketing of Taiwan's Xinchuang clothing brand in the e-commerce and physical access, and puts forward relevant brand marketing strategies.
Taiwan's new clothing brand in the e-commerce and physical access, the two media channels to contact online and offline use of different ethnic groups, the author mainly address three aspects of brand customization, brand communication and brand promotion to analyze Taiwan's new clothing brand Strategy for Integrated Marketing Communication. Customization of the brand, the first priority in the design of the unique brand building culture, differentiation of similar brand positioning. Brand communication, light has a unique sense of uniqueness is not enough, the brand needs to be conveyed to the client process needs to be considered: whether the visualization of people and places, thought-provoking. That brand promotion level how to enhance it? In addition to continuing to maintain relationships with veterans, developing new media channels, retargeting ... and so on are good ways to try.
In short, the purpose of this research can be summed up in one sentence: "How to effectively develop integrated marketing strategy for Taiwan's new clothing brand in the e-commerce and physical chaneels?" From the perspectives of customization, brand communication, and branding marketing, this thesis intends to provide a viable overall solution and strategy analysis for a new clothing brand in order to help pioneer brand-new brand, enhance the added value of the brand and gain competitive advantage. At the same time, the traditional apparel brands should use online marketing to increase their exposure and expand their target customers in the future..

並列關鍵字

The apparel brands ； E-Commerce ； physical channel ； Integrated Marketing Communication ； Brand marketing ； O2O business model

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