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Title:	客戶通路形式的未來趨勢討論 The Exploration of the Future Trend of Consumer Channel
Authors:	秦志榮 Chin, Chih-Jung
Contributors:	鄭宇庭秦志榮 Chin, Chih-Jung
Keywords:	服裝產業直接面對消費者銷售模式服裝製造商客戶通路 Apparel Industry Direct-to-Consumer Sales Apparel Manufacturer Consumer Channel
Date:	2023
Issue Date:	2023-06-02 11:35:10 (UTC+8)
Abstract:	服裝及紡織產業的經營與營利在疫情肆虐下，實體門市通路屢屢遭受到的挑戰，促使虛擬門市通路在這個產業中扮演更重要的角色。在數位經濟模式的不斷進展，服裝產業直接面對消費者的銷售模式正悄然興起。這是一個可由服裝製造商或是代工廠直接面對消費者的銷售手段，利用網路平台作為嫁接消費者的媒介，進行從原物料、設計、製造商品、行銷、廣告、銷售、配送、售後客戶服務的一條龍服務。這種跳過通路商的商業模式，讓服飾製造商或是服飾代工廠可藉由網路串連起與潛在消費者的連結，擺脫了通路商對於潛在消費者消費數據的獨斷的掌握，強化其直接面對消費者需求的量能，得以自行建立消費者忠誠度，開拓新的市場。據此，本研究以R公司為例，探討服裝製造商或代工廠如何利用直接面對消費者的銷售模式來建立屬於自己的消費市場與消費族群，持續性的建立自己的經營成長動能。透過深度訪談，本研究發現R公司運用直接面對消費者銷售模式來強化與服飾品牌商和服飾通路商的溝通與合作模式，同時理解服飾品牌商與服飾通路商與消費末端客戶之間互動的機制。除此之外，R公司亦嘗試利用直接面對消費者銷售模式來「直接」與消費末端的客戶交流，試圖建立可能的自有品牌來吸引潛在消費末端客戶。 Under the threats of pandemic of COVID-19, the challenges of physical stores make the business of apparel industry nearly collapse, stimulating the virtual stores become the main sales mechanism. Furthermore, the progression of digital economies brings direct-to-consumer sales pattern into the apparel industry, making the apparel manufacturers can directly connect and communicate to end consumers and get rid of the controls from apparel brand owner and apparel retailers and wholesalers. The study thus if to check out how the apparel manufacturer build its own consumer market through direct-to-consumer sales pattern by utilizing R company as the case. Through the in-depth interview, the study finds that the R company utilize direct-to-consumer sales pattern to reinforce the communications and cooperations between the brand owner and retailers and wholesalers, and as well as comprehend the interaction stories between them. Moreover, the direct-to-consumer sales pattern also helps the R company build private label to attract to end consumers.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 104932007
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0104932007
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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