精品產業關鍵成功因素研究

The Study on Key Success Factors of Luxury-Goods Industry

呂惠玲(Hui-Ling Lu)

指導教授 ： 黃志文

共同指導教授 ： 林光賢(Kuang-Hsien Lin)

淡江大學/商學院/國際商學碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00466

摘要

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

關鍵字

精品 ； 精品產業 ； 關鍵成功因素 ； Cartier ； Bally

並列摘要

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.

並列關鍵字

Luxury-Goods ； Luxury-Goods Industry ； Key Success Factors ； KSFs ； Cartier ； Bally

參考文獻

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