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| Title: | 精品品牌行銷模式之研究-以 VERTU在台灣為例
An investigation into the sales model of luxury brands - using VERTU Taiwan as case study |
| Authors: | 宋貝玉 |
| Contributors: | 于卓民
宋貝玉 |
| Keywords: | 精品
精品品牌
手機
客製化
奢侈品行銷
VERTU
luxury brands |
| Date: | 2012 |
| Issue Date: | 2013-10-01 11:33:23 (UTC+8) |
| Abstract: | 本研究以VERTU在台灣的行銷作法為例，透過內容分析、實體訪查以及深度訪談的研究方法，探討精品品牌的行銷模式，並輔以相關文獻的理論架構，分析VERTU在台灣的行銷模式，並參考VERTU的作法，對台灣精品品牌業者提供建議。
VERTU於2006年進入台灣市場，是率先於金字塔頂端客層中推出科技精品配件的品牌商。VERTU強調頂級的珠寶材質、尊榮的貴賓服務以及客製化的獨特性奢華價值，行銷組合也都從各個構面塑造出VERTU「高品質、獨一無二」的形象。在產品構面上，VERTU提供了精緻工藝、純手工、頂級品質；在價格構面上，採取高價且全年無折扣；在通路上，以旗艦店通路為主，強調通路的整體體驗與服務；推廣上，則以關係行銷以及口碑行銷為主，媒體運用主要是透過商業雜誌或汽車雜誌等。
VERTU的行銷模式成功地讓該品牌成為金字塔頂端人士為了彰顯自我以及政商贈禮的新選擇，成為獨特、奢華、藝術的品味象徵。
Based on the marketing strategy of VERTU in Taiwan, this paper will discuss the successful marketing strategy of luxury brand in Taiwan in order to provide concrete suggestions for Taiwan luxury brands by the research methods of content analysis, observation and in-depth interview. The paper will also provide literature review on luxury, luxury brands, marketing strategy and other example in Taiwan.
VERTU entered Taiwan in 2006. It is the pioneer brand of technology boutique for the top customers. VERTU emphasize on their jewelry materials, service and also their luxury brand image. The marketing mix of VERTU also crates the “high quality, unique” image, just like the meaning of their brand name. In product strategy, VERTU provides exquisite craft of hand-made skills and the top-level jewelry materials. In price strategy, VERTU charge high price and with discount all the year. In place strategy, VERTU sets flagship shops and the integral experience and service in the place. In promotion strategy, VERTU stresses on relationship marketing and word of mouth marketing, on the other way, it also put few advertisements on business magazines and vehicle magazines.
The successful marketing strategy of VERTU makes the brand as the symbol of unique, luxury and stylish in the upper class. The top customers buy VERTU as self-extension or political and business gifts. |
| Reference: | 文獻參考
中文文獻
1. 王新新、王林美玲，(2010)，「基於品牌文化視角之品牌行銷策略探討－以蘋果公司APPLE INC.為例」，中小企業發展季刊，第18期，頁159-182。
2. 柯百勝， (2010)，「台灣精品業體驗行銷策略之研究」， 臺灣大學企業管理碩士專班學位論文。
3. 馬志工譯，Pamela N. Danziger, (2007)，M型社會新奢華行銷學—征服消費者的11堂必修課。台北市：臉譜。
4. 張慧琴，(2003)，「精品市場之進口傢飾消費者行為研究─以國際扶輪社社員為例」，國立中央大學企業管理系碩士論文。
5. 陳靜瑤，(2008)，「奢華的體驗─精品旗艦店之體驗行銷研究」， 淡江大學大眾傳播學系碩士班學位論文。
6. 黃俊英.，(2001)，行銷學的世界， 台北：天下遠見出版股份有限公司。
7. 嚴瑞芝，(2008)，「時尚精品手機的行銷策略—以Porsche Design P‘9521精品手機為例」，長庚大學企業管理所碩士論文。
英文文獻
1. Grossman, G. M., & Shapiro, C. (1988). Foreign Counterfeiting of Status Goods. The Quarterly Journal of Economics, 103(1), 79-100.
2. Kapferer, JN (1997), "Managing luxury brands", Journal of Brand Management, Vol. 4 No.4, pp.251-60.
3. Kotler, P. (2002). Marketing Management, 9th ed., New Jersey: Prentice- Hall.
4. McKinsey Corp. (1990), The Luxury Industry: An Asset for France, Paris: McKinsey
5. Spillman, L. (Ed.). (2002). Cultural sociology. Oxford and Malden, MA: Blackwell Publishers
6. Veblen, Thorstain, (1899), Conspicuous Consumption. In J.B. Schor & D. B. Holt(Eds) , The Consumer Society Reader. New York: The New Press.
7. Vickers, J. S. & Renand, F. (2003). The Marketing of Luxury Goods: An Exploratory Study—Three Conceptual Dimensions. The Marketing Review, 3, 459-478.
8. Vigneron, F., & Johnson, L.W. (1999). A review and a conceptual framework of
prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15.
9. Vigneron, Franck and Lester W. Johnson. (2004). Measuring Perceptions of Brand Luxury， Journal of Brand Management，11 (6)，484-506. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
100932030
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100932030 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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