- 學位論文
時尚精品產業之商業模式 －從品牌發展觀點並以CHANEL為例
The Business Model of Fashion and Luxury Industry – From the Perspective of Brand Development and Taking the Example of CHANEL
摘要
時尚精品產業為自工業革命以降最能代表現代化商業模式的產業之一，其產品生命週期較短，且重視企業所提供在產品與服務背後所隱含的核心價值。因此本研究希望藉由對時尚精品產業之觀察與分析，了解其如何傳遞品牌感動人心的價值到消費者心中，以及探究支撐整個產業背後的動態體系。 本研究自商學與管理學角度出發，結合文化研究與社會學領域視野，希望能提供時尚精品研究者同時具有產業面與社會體制面相互契合的的產業動態觀察。因此在研究時尚精品產業核心價值的傳遞過程中，採用時尚學的「向下流行理論」（trickle-down theory）、文化研究中的「全景透視」（Panopticon）理論，衍伸建立時尚流行金字塔、奢華圈等次模型，並結合建構出時尚精品產業價值傳遞與權力流動模式。 從觀察總體而個體的品牌建立過程之中，本研究整理並進行以國家為單位（以法國為例）的總體供應面分析開始，著手國家競爭優勢「鑽石模型」（Diamond Model）分析、國家時尚與精品產業體系分析；在總體需求面則以BCG（Boston Consulting Group, 波士頓顧問公司）提出之《女性經濟學》，進行女性消費者區隔與需求的分析。本研究在最後以企業個案（以CHANEL為例）為個體面解析對象，進行品牌識別稜鏡、商業模式、價值傳遞模式、企業經典產品、等等之相關分析，以探究其關鍵成功因素。
並列摘要
The fashion and luxury industry, which has the shorter product lifycycle and emphasizes more on the core intangible value behind the products and services, is one of the most representative one among modern industries. Through the research of the fashion and luxury industry, the researcher explores and discussed how the intangible value can be delivered to the heart of customers to create “the moment of happiness” and how the dynamic system works to support the industry. In order to offer a dynamical perspective of combining industrial and social systems, this paper is based on the aspect of the business/management study, the cultural studies and the scociology. Adapting the trickle-down theory and Panopticon, the researcher built the “Fashion Trend Pyramid”, the “Luxury Circus” and the “Value Delivery and Power Fluctuation Model for Fashion and Luxury Industry”. The analysis for fashion and luxury industry in this paper was conducted from collective (macro) to individual (micro) analysis. In the former part for macro-economy, this paper uses the “Diamond model” and system analysis for the National competitive advantage (France) on the supply side and the women economy for the portrait of demand side. In the later part for micro-economy, this paper explore the case (CHANEL) through the “mirror of brand identity”, “Business Model Canvas”, “Value Delivery and Power Fluctuation Model for Fashion and Luxury Industry”, and the list of Chanel’s classic products.