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    題名: 快時尚產業之OMO應用與行銷策略分析 –以U品牌為個案研究
    Analysis of OMO Application and Marketing Strategies in the Fast Fashion Industry - A Case Study of U Brand
    作者: 竇維甄
    Tou, Wei-Chen
    貢獻者: 巫立宇
    Ｗu, Lei-Yu
    竇維甄
    Tou, Wei-Chen
    關鍵詞: 快時尚
    OMO
    網紅經濟
    消費者體驗
    Fast fashion
    OMO
    Influencer economy
    Comsumer Experience
    日期: 2024
    上傳時間: 2024-08-05 12:38:19 (UTC+8)
    摘要: 快時尚產業在近年來迅速發展，成為全球服裝市場的重要組成部分。然而， 隨著數位化時代的到來和消費者行為的改變，傳統的線下銷售模式已無法滿足 現代消費者的需求。因此，本研究旨在探討 OMO(Online-Merge-Offline)策略 在快時尚產業中的應用及其對行銷策略的影響，並提出適合快時尚品牌的 OMO 行銷策略建議，為企業在數位化轉型過程中提供實踐指導。
    學術研究揭示了 OMO 策略在快時尚產業中的實施路徑和影響機制，同時對 消費者行為和數位行銷策略進行了深入探討。研究發現，快時尚品牌通過價格 透明化和促銷活動，有效降低了消費者的購買成本，提升了產品性價比和購買 意願。免費配送和線下取貨折扣等措施進一步減少了物流和時間成本，提升了 購物體驗。此外，建立的整合資訊平台和 AR 技術展示產品，大大降低了資訊蒐 集成本，增加了購買便利性。
    在實踐層面，研究將為快時尚品牌提供策略建議，幫助企業實現線上線下 的高效整合，提升市場競爭力。通過建立強大的品牌信任和提供一致的高品質 服務，品牌有效緩解了消費者在購物過程中的道德危機成本。完善的售後服務 體系和真實顧客評價展示，增強了消費者對品牌的信任感。此外，為了降低新 顧客的 C4 成本並提升使用滿意度，品牌通過產品兼容性設計和忠誠計劃，進一 步提高了顧客的品牌忠誠度和轉換成本。
    UR LIVING 的 OMO 應用及行銷策略通過降低各種交易成本，大大提升了消 費者的購物體驗和滿意度，吸引了更多潛在消費者並增加了現有顧客的忠誠度， 實現了持續的銷售增長。UR LIVING 在市場上樹立了良好的品牌形象和競爭優 勢，整合線上線下資源的 OMO 策略，提高了企業在快速變化的市場環境中的應 變能力和競爭力。不僅帶來短期銷售增長，還為企業的長遠發展奠定了堅實基 礎。
    根據《2022 時尚環境報告》指出，疫情期間全球時尚產值下跌 20%。報告 iii
    強調產業可持續發展的重要性，品牌需重視可持續材料使用和供應鏈透明度， 吸引新一代消費者，增強競爭優勢。因此，本研究也提出了建議，未來快時尚 產業面臨永續環保、虛擬技術提升和名人網紅影響力三大重要議題。
    針對永續環保，企業應透明公開環保措施和數據展示長期效益，降低資訊 蒐集成本，並通過專屬優惠增強品牌黏性。虛擬技術提升方面，企業應投資開 發虛擬試穿技術，提供便捷使用指引，並確保技術安全性，提升顧客滿意度。 名人網紅影響力方面，企業應選擇與品牌價值觀契合的名人合作，通過其渠道 發布準確產品信息，推出聯名限量產品和專屬福利，增強消費者品牌忠誠度。
    The fast fashion industry has rapidly developed in recent years, becoming a significant component of the global apparel market. However, with the advent of the digital era and changes in consumer behavior, traditional offline sales models can no longer meet the needs of modern consumers. Therefore, this study aims to explore the application of OMO (Online-Merge-Offline) strategies in the fast fashion industry and their impact on marketing strategies, providing OMO marketing strategy recommendations suitable for fast fashion brands to guide companies through digital transformation.
    Academic research reveals the implementation paths and impact mechanisms of OMO strategies in the fast fashion industry, while also delving into consumer behavior and digital marketing strategies. The study finds that fast fashion brands can effectively reduce consumer purchase costs, increase product cost-effectiveness, and enhance purchase willingness through price transparency and promotional activities. Free delivery and offline pickup discounts further reduce logistics and time costs, improving the shopping experience. Additionally, the establishment of integrated information platforms and AR technology for product display significantly lowers information collection costs and increases purchase convenience.
    On a practical level, the research provides strategic recommendations for fast fashion brands, helping companies achieve efficient online and offline integration to enhance market competitiveness. By building strong brand trust and offering consistent high-quality services, brands effectively mitigate the moral hazard costs consumers face during the shopping process. Comprehensive after-sales service systems and authentic customer reviews enhance consumer trust in the brand. Moreover, to lower the C4 costs
    for new customers and improve usage satisfaction, brands can further enhance customer v
    brand loyalty and switching costs through product compatibility design and loyalty programs.
    The OMO application and marketing strategies of UR LIVING significantly enhance consumer shopping experience and satisfaction by reducing various transaction costs, attracting more potential consumers, and increasing existing customer loyalty, achieving sustained sales growth. UR LIVING has established a positive brand image and competitive advantage in the market, and the OMO strategy of integrating online and offline resources has improved the company's adaptability and competitiveness in a rapidly changing market environment. This not only brings short-term sales growth but also lays a solid foundation for the company's long-term development.
    According to the "2022 Fashion Environment Report," the global fashion industry value fell by 20% during the pandemic. The report emphasizes the importance of sustainable development in the industry, urging brands to focus on the use of sustainable materials and supply chain transparency to attract a new generation of consumers and enhance competitive advantages. Therefore, this study also makes recommendations for the future, suggesting that the fast fashion industry will face three major issues: sustainability, the enhancement of virtual technology, and the influence of celebrity and influencer marketing.
    For sustainability, companies should transparently disclose environmental measures and data to demonstrate long-term benefits, reduce information collection costs, and enhance brand stickiness through exclusive offers. Regarding the enhancement of virtual technology, companies should invest in developing virtual fitting technologies, provide user-friendly guides, and ensure the security of the technology to improve customer satisfaction. Concerning the influence of celebrity and influencer marketing, companies should choose celebrities whose values align with the brand,
    release accurate product information through their channels, and launch co-branded limited products and exclusive benefits to enhance consumer brand loyalty.
    參考文獻: (中文)
    參考文獻
    1. 王華 (2019)。人工智慧在新零售中的應用。《商業評論》，12(3)，25-33。
    2. 李開復. (2017). 2018 全球大趨勢. 經濟學人.
    3. 巫立宇.邱志聖. (2021). 銷售與顧客關係管理. 新陸書局出版.
    4. 邱志聖. (2020). 策略行銷分析:架構與實務應用. 商業周刊出版.
    5. 徐雲，劉思 (2018)。大數據技術在新零售中的應用。《電子商務研究》， 15(2)，45-52。
    6. 麥克·波特. (1998). 競爭策略. 天下文化.
    7. 馬雲 (2016)。新零售概念與實踐。阿里巴巴集團。

    (英文)
    1. A. Zhou. (2022). Hitting Purchase: The Influence of Social and Demographic Variables on Fast Fashion Consumers.
    2. B. Belleau, Robert M. Haney, T. A. Summers, Yingjiao Xu, B. Garrison. (2008).
    Affluent female consumers and fashion involvement
    3. José Magano, M. Au Yong Oliveira, Cícero Eduardo Walter, Ângela Leite. (2022). Attitudes toward Fashion Influencers as a Mediator of Purchase Intention
    4. M. Gomes, Susana Marques, Á. Dias. (2022). The impact of digital influencers’
    characteristics on purchase intention of fashion products.
    5. M. Colucci, Daniele Scarpi. (2013). Generation Y: Evidences from the Fast-
    Fashion Market and Implications for Targeting.
    6. Klaus-Peter Wiedmann, Walter Mettenheim. (2020). Attractiveness, trustworthiness
    and expertise – social influencers’ winning formula?
    7. Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
    8. Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley.
    9. Zainab Saleem. (2023). Impact Of Instagram Fashion Influencers On Consumer Buying Behavior.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    111932070
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0111932070
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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