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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/111340


    Title: 精品傢俱傢飾產業的4C策略行銷分析─以新創自有品牌PER.S為例
    Strategic marketing analysis of boutique home furnishing industry in 4C framework: a case of an qwn start-up brand PER.S
    Authors: 侯芯巧
    Contributors: 邱志聖
    侯芯巧
    Keywords: 4C策略行銷架構
    精品傢俱傢飾產業
    自創品牌
    4C framework of strategic marketing Analysis
    Boutique home furnishing Industry
    Start-up brand
    Date: 2017
    Issue Date: 2017-07-24 12:07:44 (UTC+8)
    Abstract: 台灣有完整的傢俱傢飾上下游產業,具工藝技術豐沛的供給端的優勢,但缺乏品牌力量的整合帶動產業發展。PER.S希望建立台灣傢俱傢飾的精品品牌,整合國內外具精湛工藝技術的傢俱傢飾廠,為顧客量身訂做客製化產品或做系統性的整合式居家商品。

    PER.S以台灣自有品牌走入國際為目標,規劃三個策略發展階段;本文以4C架構分析推動精品傢俱傢飾品牌面臨的策略行銷成本,希望藉由4C架構分析PER.S各發展階段所面臨的外顯單位效益成本與內隱成本,協助PER.S掌握各階段所面臨的市場狀況,以期更穩健的推動發展。
    The industrial chain of home furnishing industry in Taiwan is quite complete and with high level of technique. But until now, there is no local home furnishing brand in Taiwan to promote industrial development. That is the reason why the start-up brand-PER.S launched. PER.S’s goal is being a international brand by integrating the factories which have high level techniques and providing high-end customized products or systemic home products.

    In order to reach the goal, PER.S plans three strategic development phase. Hoping that by using 4C framework of strategic marketing to analyze the external and internal transaction cost of PER.S’s three strategic development phase, could help PER.S control the cost of every phase to reach the goal with firm steps.
    Reference: 一、 英文文獻
    1. Carl J. Dahlman(1979), The Problem of Externality. Journal of Law and Economics, Vol. 22, No. 1., pp. 141-162.
    2. Kapferer, J.N. (1997). Managing Luxury Brands. Journal of Brand Management, Vo1. 4, No.4, pp.251-260.
    3. Kapferer, J.N. and Bastien, V. (2012). The Luxury Strategy. Break the Rules of Marketing To Build Luxury Brands, pp. 27-64.
    4. McCarthy E. Jerome. (1964). Basic Marketing: A Managerial Approach. IL: Richard D. Irwin, 38-40.
    5. Okonkwo, U. (2007). Luxury fashion branding: Trends, tactics, technique. New York: Palgrave Macmillan7.
    6. Tokatli, N. (2008). Global souring :insights from the global clothing industry-the case of ZARA, a fast fashion retailer. Journal of Economic Geography.
    7. Williamson, Oliver E. (1975). Markets and Hierarchies. New York: Free Press.
    8. Williamson, Oliver E. (1979). Transaction cost economics: The governance of contractual relations. Journal of Law and Economics, Vol.22, pp. 233-261.
    9. Williamson, Oliver E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting. New York: Free Press.

    二、 中文文獻
    1. 邱志聖(2014),策略行銷分析:架構與實務應用(四版),智勝出版社,台北。
    2. 邱志聖(2009),行銷研究:實務與理論應用(二版),智勝出版社,台北。
    3. 許惠珠(2003),交易成本理論之回顧與前瞻,Journal of China Institute of Technology,Vol.28-2003.10。
    4. 王政權(2011),代工轉品牌:外部環境、組織能力與供應商-買者關係對發展自有品牌績效之研究,未出版之碩士論文,政治大學,台北。
    5. 林蒧均(2014),2014 傳產計畫輔導產業概況分析(金屬傢俱、自行車、陶瓷產業篇),傳統產業創新聯盟,台北。
    6. 黃以涵(2013),台灣專業貿易商整合模式之探討,未出版之碩士論文,政治大學,台北。
    7. 陳佳安(2014),台灣傢俱產業現況,木工傢俱雜誌社,台中。
    8. 張寶蔌(2009),時尚產業之經營模式-以LVMH和ZARA為例,未出版之碩士論文,臺灣大學,台北。
    9. 解怡倩(2005),新興時尚精品如何以後進者姿態創造競爭優勢—以Shawnyï為例,未出版之碩士論文,中山大學,高雄。
    10. 陳柔伊(2011),精品集團多品牌行銷策略之探討,未出版之碩士論文,南華大學,嘉義。
    11. 廖偉迪(2013),兩岸的快速時尚與精品之消費行為,未出版之碩士論文,逢甲大學,台中。

    三、 媒體網站
    1. 策略行銷分析4C架構新知網站 (4C Framework of Strategic Marketing Analysis) http://sma4c.blogspot.tw/2014/06/4c.html,最後瀏覽日:2016/11/20。
    2. 台灣區家具工業同業公會官方網站:http://www.tfma.org.tw/。
    3. 吳硯文,2016/3/9,讓顧客願意一再掏錢消費,原來ZARA這樣定價!,經理人雜誌,2017/1/19,取自:https://www.managertoday.com.tw/articles/view/52174。
    4. 華麗志,2017/2/2,你知道奢侈品消費有六種境界嗎?BCG最新奢侈品研報值得一讀!(全球1700萬“真奢侈”階層消費近三分之一的奢侈品),海峽吧,2017/2/27,取自:http://www.haixiaba.com/n345952.html。
    5. 產業分析網站,取自 https://gcis.nat.gov.tw/doc/ECAT/ecat_01/02/ana-02.htm,最後瀏覽日:2016/12/9。
    6. 台灣傢俱產業概況,取自:http://blog.xuite.net/milano5230/twblog/131960538-台灣傢俱產業概況,最後瀏覽日:2017/1/18。
    7. 科技橘報,鄒昀倢,取自https://buzzorange.com/techorange/2016/08/24/made-in-taiwan-future/,最後瀏覽日:2017/6/20。
    8. 行政院交通環境資源處,觀光市場發展概況,http://www.ey.gov.tw/policy9/cp.aspx?n=0DEBD7C9E0E491AF,最後瀏覽日:2017/6/26。
    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    99380009
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099380009
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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