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Title:	時尚品牌定價策略之探討—價格背後之心理因素 Pricing of strategies of fashion brands psychological elements behind the price tags
Authors:	吳苑蓉 Wu, Yuan-Jung
Contributors:	周冠男吳苑蓉 Wu, Yuan-Jung
Keywords:	時尚產業定價策略心理定價行銷策略 Fashion industry Pricing strategy Psychological pricing Marketing strategy
Date:	2020
Issue Date:	2021-03-02 14:25:49 (UTC+8)
Abstract:	中文摘要多年來，時尚產業業者以及研究時尚產業的研究者仰賴著傳統的行銷理論來幫助他們理解分析並且有效地管理這個龐大的產業，時尚產業也不斷地證明自己在利潤生成方面的能力。但時尚產業與其他的產業不同，其面對的客戶的喜好有著很大的差異，且顧客在做購買決策時會受到許多無法控制的因素所影響。這些波動使得業者在預估顧客的需求上面臨許多的挑戰，這也說明了傳統線性思考的行銷理論無法妥適的適用在時尚產業中。對於時尚產業的消費者來說，購買品牌商品並不是因為它是民生必需品，更多時候是為了滿足心理層面的需求，不論是透過使用品牌商品進行自我表述，或者是滿足自己的一個夢想。本研究試圖利用心理學的角度來探討時尚產品在制訂價格時所採行的策略，且鑑於時尚產業已進化到有明顯的分眾市場，因此本研究分別針對三種價格區間：高端奢華品牌、輕奢華品牌以及快時尚品牌，進行分析。採取文獻探討以及個案研究的方式，研究者不僅分析國內外品牌的定價策略，同時並針對我國的三類型品牌的定價與行銷策略提出建議。 Abstract For many years, the fashion industry and those who study fashion marketing have relied on traditional theories to help them understand, analyze and effectively manage this huge industry. The fashion industry has also continuously proven its capability to generate revenue. However, fashion industry is different from other industries in that customers’ preferences vary greatly. Fashion industry serves those whose purchasing behaviors will be affected by many uncontrollable factors. These fluctuations make the industry face many challenges in evaluation customers’ needs, which also shows that the traditional liner thinking model in marketing theory cannot be properly applied in the fashion industry. For customers in the fashion industry, buying branded goods is not merely because they are necessities; oftentimes, these goods are not desperately needed for maintain people’s livelihood. However, these branded goods are made and purchased for customers’ psychological needs – to express themselves through the use of branded goods, or to satisfy a dream of their own. With these thoughts in mind, this research attempts to use a psychological perspective to explore the strategies adopted by fashion brands in terms of setting sale prices. Given the fact that fashion industry has evolved into several distinct market segments, this research focuses on three: high-end luxury brand, mid-price range luxury goods and fast-fashion brands. Through literature review and case studies, the researcher not only analyzes the pricing strategies of both domestic and global brands, but also makes recommendations for the domestic brands regarding their pricing and marketing strategies.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 107932144
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107932144
Data Type:	thesis
DOI:	10.6814/NCCU202100295
Appears in Collections:	[Executive Master of Business Administration] Theses

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