政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/63639
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113392/144379 (79%)
Visitors : 51228311      Online Users : 902
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63639


    Title: 精品產業集團經營策略-以LVMH及Inditex為例
    The Operation Strategy of Groups in Luxury Industry- Case Studies on LVMH and Inditex
    Authors: 張雅晴
    Contributors: 黃國峯
    張雅晴
    Keywords: 精品經營
    LVMH
    Inditex
    Date: 2012
    Issue Date: 2014-02-10 14:46:51 (UTC+8)
    Abstract: LVMH集團成立以來，勢力不斷擴大，商品領域不斷擴增，成為高級精品界的代表之一；另一方面，隨著全球經濟波動，造成景氣不比以往，因此促使「平價精品」的風氣蓬勃，也讓許多學者好奇探究帶動起「快速平價時尚」的產業龍頭Inditex集團的成功之道。LVMH及Inditex兩集團，分居不同市場區隔，採取之策略存在差異，卻分別持續成長、開拓新事業、利潤增加，分居產業群首。因此本研究對兩大集團操作手法與市場區隔之相異，卻於市場上皆有正向表現進行深入探討。
    本研究藉由文獻整理及個案探討的方式，比較歸納LVMH及Inditex兩集團營運策略的異同，從而提出研究發現。研究發現LVMH的總體策略，對目標條件設定清楚，策略執行是必須能夠滿足顧客、達到技術創新、分散風險以及能夠滿足資源的功用並達到綜效，例如綜合整理文獻發現其主要是為其目標客群打造一套完整的產品線，來滿足其目標客群的所有需求，因而以併購為其多角化的手段。又其目標客群較為高端，其併購知名高端品牌，利用品牌的知名度，再次提高LVMH集團的名聲，提高客群對其的忠誠度，獲得更多的商品銷售；透過這樣的正向循環，來提高其總體價值。而其網絡策略便是因應這樣的策略，建立起強勢的形象，當總體設定條件有目標符合時，便能較容易地將其併購，完成總體策略的藍圖。而總體策略的藍圖越完整，也越加強其集團的規模，對於建立強勢的形象也越有幫助。本研究認為LVMH集團採取強勢的購併風格，可能與其身為精品集團界的龍頭，希望表現強者風範有關。當其擁有這樣的實力、配合這樣的強勢作風，將有助於被購併品牌臣服於它、而未被購併的品牌更渴望成為其中一員，利用集團優勢輔助自己。其他功能政策及綜效運作情形也於研究中詳述。
    而Inditex集團利用穩定的供應鏈，不斷根據消費者需求及流行趨勢，快速更新；此外，於此新創供應鏈模式中，資訊系統佔了極大工程，例如最為人稱道的當日回饋分店資訊以利總部掌握消費者潮流、服裝標準化資訊系統以利加速製程，甚或集團品牌間的資訊共享等溝通整合的作用，提供集團間品牌綜效上的互助關係。因此其與供應商或合作夥伴之間的網絡關係良好，而得以維持良好供貨及展店品質，以符合其核心理念—快速、平價與流行。
    最後，透過分析兩大集團之經營策略，本研究提出實務建議供精品品牌廠商參考借鑒。
    Reference: 中文部分(依姓氏筆畫排序)
    1. 王佳煌、潘中道等(譯)(2002)，當代社會研究法：質化與量化研究途徑(原作者: W. Lawrence Neuman)，台北:學富。
    2. 王蕾(2010)，多品牌策略及其應用研究─以歐萊雅公司為例，對外經濟貿易大學工商管理碩士專業學位論文。
    3. 中華徵信所(2002)，台灣地區集團企業研究，台北:中華徵信所。
    4. 方世榮(譯)(2002)，行銷學原理九版(原作者:Kotler & Armstrong)，台北:東華。石靈慧(2005)，品牌魔咒－打造奢華品牌Branding工程，台北:高談。
    5. 司徒達賢(1980)，關係企業問題面面觀，台北:工商時報。
    6. 司徒達賢(2001)，策略管理新論：觀念性架構與分析方法，台北:智勝。
    7. 呂玉鳳(2004)，精品業之人力資源管理與組織績效之關聯，國立中山大學人力資源管理研究所碩士論文。
    8. 何介舜(2007)，臺灣精品業子母公司的競合策略，國立台灣大學管理學院碩士班碩士論文。
    9. 宋海蓮(譯)(2011)，ZARA沒有名片的總裁(原作者: Covadonga O`Shea)，台北:商周。
    10. 李華夏(譯)(2007)，有閒階級論(原作者: Thorstein Veblen)，台北:左岸。
    11. 李愛萍(2009)，當議企業品牌延伸策略，生產力研究193(08)，159~161。
    12. 吳思華(1996)，策略九說：策略思考的本質，台北:臉譜。
    13. 吳萬益、林清河(2001)，企業研究方法，台北:華泰書局。
    14. 邱莉雲(2005)，名牌服飾『迷』探索，國立政治大學廣告學系碩士論文。
    15. 何濟民(2004)，發展多品牌策略的成本危機，中國鄉鎮企業(10)。
    16. 林佳穎(2003)，國際時尚精品在台灣之品牌建構策略研究，國立中山大學傳播管理研究所碩士論文。
    17. 長澤伸也(2004)，LV時尚王國:全球第一名牌的購併與行銷之祕，台北:商周。
    18. 周志民(2001)，試論品牌延伸的邊界，商業經濟與管理。
    19. 唐生華(2007)，多品牌戰略分析，河南大學碩士學位論文。
    20. 馬延琨(2007)，SB公司多品牌經營策略研究分析，復旦大學碩士學位論文。
    21. 翁向東(2002)，本土品牌戰略:低成本創建強勢大品牌的黃金法則，杭州:浙江人民出版社。
    22. 紡拓會(2004)，針織業供應鏈關鍵因素分析，財團法人紡織產業綜合研究所。
    23. 張嘉芳(2004)，名牌的時尚想像—以台灣真假名牌的使用為例，元智大學資訊管理所碩士班碩士論文。張慶偉(2004)，我國品牌管理中的延伸策略研究，天津財經學院碩士班碩士論文。
    24. 黃俊英(2001)，行銷學的世界，台北:天下遠見出版社。
    25. 許士軍(1987)，台灣地區集團企業研究：台灣地區集團企業與經濟發展座談會紀錄，台北:中華徵信所。
    26. 陳希沼(1976)，台灣地區集團企業之研究，台灣銀行季刊27(3)，62。
    27. 陳慧婷(2002)，精品業如何拉攏六年級，天下雜誌(258)，150~155。
    28. 陳李嘉(2001)，多品牌策略與市場掠奪效果，淡江大學商管學院高階主管管理碩士學程碩士論文。
    29. 楊仲(2002)，品牌延伸的理論探索，中國科學技術大學碩士班碩士論文。
    30. 楊永妙(2005)，LVMH海外大成長，遠見雜誌(225)，173~176
    31. 劉水深(1981)，產品規劃與策略運用，臺北:華泰。
    32. 葉思迪(譯)(2002)，品牌定天下—經營品牌的二十個課題(原作者: Drawbaugh, K.)，台北:培生。
    33. 鄭麗琪(2001)，傳播產業集團化與多角化研究—以中視媒體集團為例，國立臺灣師範大學大眾傳播研究所碩士論文。
    34. 藍麗娟(譯)(2007)，亞洲名牌聖教－破解奢華爆炸的密碼(原作者: Chadha, R. & Husband, P.)，台北:天下。
    35. 蘇育琪(2004)，精品永遠是大魚，天下雜誌(296)，148~149。
    36. 蔡明洵(2004)，精品永保十八歲的秘密，天下雜誌(301)，170~172。
    37. 劉麗真(譯)(2000)，網路品牌法則(原作者: AI, R. & Laura, R.)，台北:臉譜。
    38. 盧泰宏、鄺丹妮(1999)，整體品牌設計，廣東:廣東人民出版社。
    39. 薛可、余明陽(2003)，品牌延伸：資產價值轉移與理論模型創建，南開管理評論。
    40. 蔡展維、楊雅淳(2009)，建構於美學觀點下之品牌延伸策略，國立屏東科技大學第十屆永續發展管理研討會。
    41. 戴國良(2006)，品牌行銷與管裡，台北:五南。
    42. 彭建彰、呂旺坤(2004)，品牌行銷與管理，台北:華泰。

    英文部分(依姓氏字母排序)
    1. Ahn, T., Charnes, A. and Cooper W. W. (1988), Some Statistical and Data Evaluations of Relative Efficiencies of Public and Private Institutions of Higher Learning, Socio-Economic Planning Sciences, 22(6), pp. 259-269.
    2. Ai, R.& Raura, R.(1998), Managing Brand Equity, New York:The Free Press.
    3. Aaker, D. A. (1991), The Value of Brand Equity, Journal of Business Strategy, 13(4), pp. 27-32.
    4. Aaker, D. A. & Keller, K. L. (1990), Consumer Evaluations of Brand Extensions, Journal of Marketing Research, 54(1), pp. 27-41.
    5. Aaker, D. A. & Keller, K. L. (1992), The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research, 29(1), pp. 35-50.
    6. Aaker, D. A. (1996), Measuring Brand Equity Across Product and Markets, California Management Review, 38(3), pp. 102-120.
    7. Aaker, D.A. & Joachimsthaler, E. (2000), The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, California Management Review.
    8. Ansoff, I. (1965), Corporate Strategy, New York: McGraw-Hill.
    9. Ansoff, I. (1988), The New Corporate Strategy, New York: John Wiley & Sons.
    10. Assael, H. (1987), Consumer Behavior and Marketing Action, Boston, MA: Kent Publishing Co.
    11. Björkman, I. (2002), Aura: aesthetic business creativity, Consumption, Markets and Culture, 5(1), pp. 69-78.
    12. Barwise, P. (1993), Introduction to the Special Issue on Brand Equity, International Journal of Research in Marketing, 10(1), pp. 3-8.
    13. Brown, T. J. & Kirmani, A. (1999), The Influence of Preencounter Affect on Satisfaction with an Anxiety-Provoking Service Encounter, Journal of Service Research, 1(4), pp. 333-346.
    14. Chadha,R.& Husband P.(2007), The Cult of Luxury Brand:
    Inside Asia’s Love Affair with Luxury, Nicholas Brealey.
    15. Churchill, G. A. & Peter, J. P. (1995), Marketing: Creating Value for Customers, New York: Irwin.
    16. Dubois, B. & Duquesne, P. (1993), The Market of Luxury Goods: Income Versus Culture, European Journal of Marketing, pp. 35-45.
    17. Doyle, P. (1990), Building Successful Brands:The Strategic Options, Journal of Consumer Marketing, 7(2), pp. 5-20.
    18. Dubious, B. & Paternault, C. (1995), Observations: Understanding the world of international luxury brands: The dream formula, Journal of Advertising Research, 35(4), pp. 69-76.
    19. DuFrene, D. D. (2010), Syneergy. Retrieved January 10, 2011 from Reference for Business.
    20. Davis, R. & Thomas, L. (1993), Direct estimation: A new approach to the diversity-performance debate, Management Science, 39, pp. 1334-1346.
    21. Duff, C. (1997), Indulging in Inconspicuous Consumption, Wall Street Journal, 14, pp. 67-68.
    22. Drawbaugh, K.R.(2002), Brands in The Balance, New York:Reuters.
    23. Eisenhardt, K. M. & Gulunic, D. C. (2000), Coevolving: At Last, a Way to Make Synergies Work, Harvard Business Review, 76(5), pp. 91-101.
    24. Frank, R. H. (1999), Luxury Fever: Why Money Fails to Satisfy in an Era of Excess, New York: The Free Press.
    25. Farquhar, D. (1990), Managing Brand Equity, Journal of Marketing Research, 30(4), pp. 7-12.
    26. Franck, V. & Lester, W. J. (1999), A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior, Academy of Marketing Science Review, 1, pp. 1-15.
    27. Gerlach, M. L. (1992), The Japanese Corporate Network: A Block model Analysis, Administrative Science Quarterly, 37, pp. 39-105.
    28. Goold, M. & Campbell, A. (1998), Desperately seeking synergy, Harvard Business Reviews, 76(5), pp. 130-143.
    29. Hoskisson, R. E. (1987), Multidivisional Structure and Performance: The Contingence of Diversification Strategy, Academy of Management Journal, 30, pp. 625-644.
    30. Hooper, S. (1997), Japanese Shopping Habits, The Honolulu Advertiser, 24, pp. B5-B6.
    31. Khanna, T. & Rivikin, W. J. (2001), Estimating the Performance Effects of Business Groups in Emerging Markets, Strategic Management Journal, 22, pp. 45-47.
    32. Kapferer, J-N. & Bastien, V. (2011), The Luxury Strategy, London: Kogan Page.
    33. Kapferer,J-N. (1992), Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: The Free Press.
    34. Kotler, P. (1994), Marketing Management: Analysis, Planning, Implementation and Control. 8th Ed, New York: Prentice-Hall.
    35. Kotler, P. (1999), Marketing Management: Analysis, planning implementation and control. 9th Ed, New Jersey: Prentice-Hall.
    36. Knoll, S. (2008), Cross-business synergies: A Typology of Cross-business synergies And a Mid-Range Theory of Continuous Growth Synergy Realization, St. Gallen: the University of St. Gallen.
    37. Kotler, P. & Armstrong, G. (1996), Principles of Marketing. 9th Ed, New Jersey: Prentice-Hall.
    38. Keller K. L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand equity, Upper Saddel River, New Jersey: Prentice-Hall.
    39. Keller, K. L. (2003), Brand Synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29, pp. 595-600.
    40. Kanter, R. M. (1996), Achieving Synergies, In Goold, M. and K. S. Luchs (ed.), Managing the Multibusiness Company, New York: Routledge, pp.240-250.
    41. Leff, N. H. (1978), Industrial organization and entrepreneurship in the developing countries: The economic groups, Economic Developing and Culture Change, 26(4), pp. 661-675.
    42. Lynch, R. P. (1989), The Practical Guide To Joint Ventures And Corporate Alliance, New York: John Wiley & Sons.
    43. Loken, B. & John, D. R. (1993), Diluting brand beliefs: When do brand extensions have a negative impact?, Journal of Marketing, 57 (3), pp. 71-84.
    44. Monroe, K. B. & Chapman, J. D. (1985), Framing Effects on Buyers` Subjective Product Evaluations, Advance in Consumer Research, 14(1), pp. 193-197.
    45. Mckinsey & Co, (1998), Luxury Goods and Brands, Geneva: MGI.
    46. Marin, J. A. & Eisenhardt, K. M. (2001), Exploring Cross-Business Synergies, Academy of Management Proceedings, BPS: H1-H6.
    47. Marin, J. A. & Eisenhardt, K. M. (2002), Cross-business synergy: Sources, processes and the capture of corporate value (Herb Kelleher Center for Enterprenneurship Working Paper Series No.3), Austin: The University of Texas, McCombs School of Business.
    48. Mason, C. H. and Milne G. R. (1994), An Approach for Identifying Cannibalization within Product Line Extension and Multi-Brand Strategies, Journal of Business Research, 31(1), October/November, pp. 163-170.
    49. Nueno, J. L. & Quelch, J. (1998), The mass marketing of luxury, Business Horizons, 41(6), pp. 61-69.
    50. Neuman, L. W. (2002), Basics of Social Research: Qualitative and Quantitative Approaches, New Jersry: Pearson College Div.O`Shea, C. (2011), Asi Es Amancio Ortega, El Hombre Que Creo Zara, La Esfera De Los Libros, S.L..
    51. Porter, M. E. (1996), What is strategy?, Harvard Business Review, 74(6), pp. 61-78.
    52. Pfeffer, J. & Salancik, G. (1978), The External Control of Organizations: A ResourceDependence Perspective, New York: Haper & Row.
    53. Prahalad, C. K. & Bettis, R. A. (1986), The dominant logic – A new linkage between diversity and performance, Strategic Management Journal, 7(6), pp. 485-501.
    54. Peng, M. W. & Heath, P. S. (1996), The Growth of the Firm in Planned Economies in Transition: Institutions, Organization and Strategic Choice, Academy of Management Review, 21, pp. 492-528.
    55. Park, C. W. , Milberg, S. & Lawson, R. (1991), Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency, Journal of Consumer Research, 18(9), pp. 185-193.
    56. Ramanujam, V. & Varadarajan, P. R. (1996), Research on Diversification. In Goold, M. and K. S. Luchs(ed.), Managing the Multibusiness Company, New York: Routledge, pp. 263-284.
    57. Ram, C. (1994), Profitable Growth Is Everyone’s Business: 10 Tools You Can Use Monday Morning. New York: Crown Business.
    58. Silverstein, M. J. & Fiske, N. (2003), Trading Up: The New American Luxury. New York: Portfolio.
    59. Strachan, H. (1976), Family and Other Business Groups in Economic Development: The Case of Nicaragua, New York: Praeger.
    60. Smith, D. C. & Park, C. W. (1992), The Effects of Brand Extensions on Market Share and Advertising Efficiency, Journal of Marketing Research, 29(3), pp. 296-313.
    61. Smith, W. R. (1956), Product Differentiation and Market Segmentation as Alternative Marketing Strategies, Journal of Marketing, 21, pp. 3-8.
    62. Traylor, M. B. (1986), Cannibalism in Multibrand Firms, The Journal of Consumer Marketing, 3(2), pp. 69-75.
    63. Vickers, J. S. & Renand, F. (2003), The marketing of luxury goods: An exploratory study –three conceptual dimensions, The Marketing Review, 3(4), pp. 459-478.
    64. Veblen, T. (1999), Theorist of the Leisure Class, New Jersry: Princeton UP.
    65. Vigneron, F. & Johnson, L. W. (2004), Measure perceptions of brand luxury, The Journal of Brand Management, 11(6), pp. 484-506.
    66. Very, P. (1993), Success in Diversification: Building on Core Competence, Long Range Planning, 26(5), pp.88-92
    67. Wong, N. Y. & Ahuvia, A. C. (1998), Personal taste and family face: luxury consumption in Confucian and western societies, Psychology & Marketing, 15(5), pp. 423.
    68. Yin, R. K. (1994), Application of case study research, London: Sage.

    網站部分
    1. MSCI and S&P (2010). Global Industry Classification Standard. Retrieved Feb 23, 2011
    http://www.msci.com/products/indices/sector/
    2. 美國商業周刊「Best 50 Corporate Performers」排行
    http://bwnt.businessweek.com/interactive_reports/bw50_2008/
    3. Inditex集團
    http://www.inditex.com/en
    4. LVMH集團
    http://www.lvmh.com/

    5. 智庫百科http://wiki.mbalib.com/zh-tw/%E5%A4%9A%E5%93%81%E7%89%8C%E7%AD%96%E7%95%A5
    6. 中國紡織網
    http://www.texnet.com.cn/
    Description: 碩士
    國立政治大學
    企業管理研究所
    100355049
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1003550491
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    There are no files associated with this item.



    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback