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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/142057

Title:	線上與線下整合策略佈局之個案分析 A Case Study on the OMO Strategy
Authors:	李宜蓁 LEE, YI-CHEN
Contributors:	邱奕嘉李宜蓁 LEE, YI-CHEN
Keywords:	女裝新零售實體門市策略計畫 Clothing New retail Physical stores Business plans
Date:	2022
Issue Date:	2022-10-05
Abstract:	AIR SPACE（新地國際股份有限公司），是台灣流行時尚女裝品牌，擁有全台實體門市26家店及自建官網。近年來，積極拓展海外事業，包含：馬來西亞、越南、港澳地區、歐美、澳洲等國家；隨著網路、電子商務、社群媒體興起，迎來新零售時代，對零售業帶來一波波的衝擊，該如何站穩腳步、改革轉型，才能鞏固忠實顧客。個案公司一直以來堅持台灣設計的女裝品牌，在競爭激烈的環境中，創造出專屬台灣設計的歐美辣妹風格來滿足顧客需求。本研究探討個案公司，如何以「顧客」為核心，打通線上線下，提供消費者個人化的體驗，不僅提升客流量，更培養許多忠實顧客。，尤其當業務走向全球，品牌將在地競爭力投射至全世界，如何結合既有優勢，邁向跨境之路，從而成功地拓展海外市場，亦是本研究探討的重點。 AIR SPACE (AIR SPACE International Co., Ltd.) is a popular women`s fashion brand in Taiwan. It has 26 physical stores and its own official website in Taiwan, and actively expands overseas business, including: Malaysia, Vietnam, Hong Kong, Hong Kong, Macau, Europe and the United States, Australia and other countries. With the rise of the Internet, e-commerce, and social media, the arrival of the new retail era has brought waves of impacts to the retail industry. How to gain a firm foothold, reform and transform, consolidate loyal customers. This thesis is a case has always adhered to the women`s clothing brand designed in Taiwan, and believes that in the fierce competition environment, it can create European and American hot girl styles exclusively designed in Taiwan to meet customer needs. This research explores how a case company, with "customers" as the core, connects online and offline, and provides consumers with a personalized experience, which not only increases customer traffic, but also cultivates many loyal customers. In the future, when the business goes global, the brand will project its local competitiveness to the world, combine its existing advantages, and move towards a cross-border road, thereby successfully expanding overseas markets.
Reference:	網際網路 1. Wendy Yeh blog 2021年就是加入時尚電商的好時機 : https://reurl.cc/Vj1jGA。 2. 美國電子商務成長圖: https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/five-fifty-the-quickening
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 109932410
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0109932410
Data Type:	thesis
DOI:	10.6814/NCCU202201542
Appears in Collections:	[Executive Master of Business Administration] Theses

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