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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/110677


    Title: 珠寶產業演變與商業模式研究
    Authors: 范珮雯
    Fan, Peiwen
    Contributors: 郭維裕
    范珮雯
    Fan, Peiwen
    Keywords: 珠寶黃金產業
    Date: 2017
    Issue Date: 2017-07-03 14:38:51 (UTC+8)
    Abstract: 本研究主要探討珠寶黃金產業在台灣市場中,隨著經濟環境的改變之下中小型的珠寶銀樓產業的挑戰隨著時代演變,前期面對外商進入市場的競爭,近期面對新興電子商務市場發展以及資訊透明化影響,文中以市場調查及消費者趨勢分析以找尋未來發展脈絡。

    本研究探討的個案外商公司,在進入台灣市場的過程中如何在品牌及行銷的溝通調整,通路發展策略調整以及商品設計符合本地市場喜好,在這些過程中可以看到品牌在地溝通以及深入文化的重要性,如何利用本身的資源優勢,在競爭的市場找到策略合作夥伴,並且利用擁有的優勢資源,規劃拓展市場的資源策略、競爭策略。研究主要採用個案研究法,透過訪問市場相關人員的訪談中蒐集相關資訊,並彙整產業相關資料及報告,加以整合分析,並同步探討外部環境變化,如何因應進行調整迎合市場。

    藉由本研究之相關分析、探討,希冀能在台灣黃金珠寶產業發展的脈絡軌跡中作為未來經營規劃參考。
    Reference: 一、中文文獻:
    1. 思考的脈絡 蕭瑞麟

    二、英文文獻
    Barney, J. 1991. Firm resources and sustained competitive advantage. Journal of management, 17(1): 99-120.

    Brannen, M. Y. 2004. When Mickey Loses Face: Recontextualization, Semantic Fit, and the Semiotics of Foreignness. The Academy of Management Review, 29(4): 593-616.

    Chen, M.-J. 1996. COMPETITOR ANALYSIS AND INTERFIRM RIVALRY: TOWARD A THEORETICAL INTEGRATION. Academy of Management Review, 21(1): 100-134.

    Porter, M. E. 1979. How competitive forces shape strategy. Harvard Business Review, 57(2): 137-145.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932019
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1039320191
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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