台灣創意市集品牌行銷模式之研究

A Study on The Branding Model for Fashion Market in Taiwan

邱政彰(Cheng-Chang Chiu)

指導教授 ： 邊守仁

國立臺北科技大學/設計學院/創新設計研究所/碩士(2008年)

摘要

台灣近年來興起「創意市集」風潮，並於2006~2007年間發展至高峰，同時引起各界的響應與推動。而在創意市集的發展過程中，品牌行銷為創業不可或缺的一環，也是未來發展與永續經營的必經之路。本研究係針對台灣創意市集進行品牌行銷探討，試圖瞭解創意市集的現況與問題，藉此建構出符合創意市集於品牌行銷上的參考模式。
研究採用形態分析法與調查法，針對市集之參訪者與創作者進行調查，歸納出創意市集至創業階段的形態屬性，分為四項屬性：品牌要素、品牌定位、商品形式、行銷通路。並透過個案研究，進行訪談與實例驗證，歸納出各案例於品牌行銷的發展模式。研究發現:1.原創性是品牌塑造的核心，是區隔市場的行銷利器。2.品牌形象整合，塑造品牌理念與風格，能明確的區分品牌間的差異。3.異業合作拓展通路，共享雙方資源，是必要的行銷策略。4.完善的品牌經營規劃，才能有計畫的擴展。5.創意與行銷各有專司的分工策略，針對各自專長發揮，才能達到最佳成效。

關鍵字

創意市集 ； 品牌行銷

並列摘要

Recently the “Fashion Market” is getting its popularity in Taiwan and has reached its peak between the year 2006 and 2007. At the same time, it was overwhelmed by the responses and promotions everywhere. However, in the process of development for fashion market, branding seems to be an indispensable link to start a business and it is the essential approach for future development and business sustainability. This study emphasizes on discussions of branding in the fashion market in Taiwan, with efforts in interpreting the current situations and issues of the fashion market, thereby constructing a reference pattern in branding in coherence with the fashion market.
The study uses morphological analysis and survey, with emphasis on survey for the market visitors and creators, drawing a conclusion on the morphological attributes from the fashion market to the start-up phase. These four attributes include: brand factors, brand positioning, merchandise patterns and marketing channels. Through case study by interviews and actual case proofs, the study concludes the development pattern for each case in branding from case stud. The study discovers that: 1. Originality is the core of brand creation and the best marketing tool for market segmentations; 2. Brand integration, building up brand philosophy and style to precisely differentiate among other brands; 3. Channel expansion of cooperation from different industries and sharing of mutual resources are the essential marketing strategies; 4. Complete brand management planning will implement in well-planned expansion; 5. Strategic professional job assignment in creation and marketing, elaborating each specialty to achieve is maximum performance.

並列關鍵字

Fashion Market ； Branding

參考文獻

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