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| Title: | 國際品牌電商在地化策略個案探討
A Case Study on the Localization of International Branding Company |
| Authors: | 吳宛柔 |
| Contributors: | 邱奕嘉
吳宛柔 |
| Keywords: | 數位化
來源國效應
群眾文化
品牌認同
國際品牌
中國市場
奢侈品
Digitization
Country of Origin Effect
mass culture
Brand Recognition
International Brand
Burberry |
| Date: | 2016 |
| Issue Date: | 2016-09-02 01:35:30 (UTC+8) |
| Abstract: | 根據中國奢侈品研究機構財富品質研究院的報告指出，2015年，中國消費者在全球奢侈品消費達到一千一百億美元，相當於全球46%的奢侈品。又以電商市場而言，中國已成為全球網絡零售額最大的市場，且持續成長中。其中，中國消費者在電商市場上購買奢侈品的高比例讓國際品牌不得不重視在中國的電商佈局以及如何在獨特的中國市場環境中，運用對中國消費者的了解，提出有效提升品牌銷售的策略。
本研究挑選在數位化銷售市場上具代表性的奢侈品牌Burberry，討論個案公司如何在價值鏈中，隨著一百六十年間的環境改變擬定策略，且如何配合環境運用適當的來源國影響發展出符合中國市場行銷方式。本研究將從個案公司的價值鏈進行剖析，探討價值鏈中的主要活動包括進料後勤、生產作業、出活後勤、行銷與銷售以及服務，並進一步討論個案公司如何運用數位群眾力量創造消費者的品牌共鳴，以期待未來能夠透過架構性的分析提供欲前往中國市場發展的品牌商作為策略擬定的參考與啟發。
本研究採取個案研究法，將著重於探討個案公司Burberry在數位化策略的表現以及配合中國環境的相關適應策略以獲得較架構性的策略見解提供研究議題的探究。透過歸納與反思，本研究之研究問題總結為以下三點：
1. 探討並歸納國際品牌如何透過在地電子商務在中國有效提升銷售
2. 探討Burberry如何善用來源國形象，加深消費者對品牌認同進而促進購物行為
3. 探討Burberry 如何透過數位力量重新塑造品牌文化（cultural branding）
According to the China luxury quality research institutes pointed out that in 2015, Chinese consumers reached one hundred ten billion US dollars in the global luxury goods consumption, equivalent to 46% of the global luxury goods. In e-commerce market, China has become the world`s largest network of retail markets, and continued growing. Among them, the high proportion of Chinese consumers to buy luxury goods on the on line market has drown the attention to international brands in China`s e-commerce strategy and how to adapt the unique Chinese market environment, enhancing brand’s sales.
In this study, the selection of brand Burberry is the representative brand in the market of digital luxury brand. The discuss will mainly focus on how the case company in the value chain, as the environment changes 160 years between the preparation of policy and how to meet the environmental impact of the use of appropriate sources of development countries in line with China marketing approach.
This case study will analyze the company`s value chain, to explore the value chain activities include out-bound logistics, production operations, in-bound logistics, marketing and sales, and service, and to further discuss how case company use digital mass consumer power to create brand resonance.
In this study, the case study will focus on the discussion of cases in the Burberry company`s digital strategy and performance with the relevant Chinese environmental adaptation strategies in order to obtain insight into the policy framework of providing relatively explore research topics. Through induction and reflection, research questions of this study are summarized in the following three points:
1. Discussion and summarizes how international brands through enhance e-commerce sales in China.
2. Discussions how Burberry uses the image of the country of origin, deepen consumer brand recognition and further promote shopping behavior.
3. Discussion on how to re-shape the Burberry brand culture through digital power (cultural branding).
第一章 緒論 6
第一節 研究背景與動機 6
第二節 研究目的與研究問題 9
第二章 文獻探討 11
第一節 在地化 11
第二節 來源國形象 19
第三節 數位群眾 24
第三章 研究方法 31
第一節 研究方法 31
第二節 個案選擇 34
第三節 研究架構 34
第四章 產業環境分析 36
第一節 中國電商環境 36
第二節 中國奢侈品網購市場 41
第五章 個案分析與討論 42
第一節 個案介紹 42
第二節 研究分析 54
第六章 結論與建議 65
第一節 結論 65
第二節 研究建議 69
參考文獻 70 |
| Reference: | 一、 中文文獻
Burberry官網
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中國互聯網絡信息中心（2016）。中國互聯網絡發展狀況統計報告。
中國奢侈品研究機構財富品質研究院（2015）中國奢侈品報告。
中國網路新生代（2015）。畢馬威刊物。
于卓民、巫立宇、蕭富峰（2009）。國際行銷學，臺北，智勝文化
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二、 英文文獻
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363047 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1033630471 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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