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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124262


    Title: 精品產業之行銷策略——以Gucci為例
    Marketing Strategy in Luxury Industry - Taking Gucci as an example
    Authors: 侯思茹
    Hou, Ssu-Ju
    Contributors: 巫立宇
    郭曉玲

    侯思茹
    Hou, Ssu-Ju
    Keywords: 精品產業
    行銷策略
    時尚
    4C
    Marketing strategy
    Luxury industry
    Fashion
    Date: 2019
    Issue Date: 2019-07-01 11:13:12 (UTC+8)
    Abstract: 近幾年來,許多精品品牌經歷了許多新的變革與演繹,包括創意總監易主、設計風格改變和消費客群的變化等,都讓整個精品產業有了新的面貌並帶給人們持續不斷的想像。時尚的概念與精品的意義都隨著時代與時俱進,過去精品產業常用的行銷策略在面對新的消費族群後,也有了不一樣的發展。本研究將敘述精品產業之行銷原則,以及不同品牌間,面對新趨勢的作法與策略,並能從中學習品牌在改變的過程中,所遭遇的困境以及應對措施。
    本研究也訪談了Gucci現任之行銷公關部資深經理,在論文之後續章節,會針對訪談內容及對精品產業的研究探討其過去、現在及未來之發展策略,並透過行銷策略4C分析Gucci在整體的行銷策略以及針對年輕族群的作為,藉以比較Gucci與精品產業中的其他品牌和過去所遵行的策略中的異同,並提出自己的看法和給予品牌的建議。
    In recent years, many luxury brands have undergone many new changes and deductions, including the change of creative directors, changes in design styles and changes in consumer groups, which have given the entire luxury industry a new look and brought people continuous imagine. The concepts of fashion and the meaning of luxury are advancing with the times. In the past, the marketing strategies commonly used in the luxury industry have developed differently in the face of new consumer groups. This study will describe the marketing principles of the luxury industry, as well as the practices and strategies of different brands, facing new trends, and learn from the difficulties and countermeasures encountered in the process of brand change.
    The study also interviewed Gucci's current senior manager of the marketing public relations department. In the subsequent chapters of the paper, we will discuss its past, present and future development strategies based on interviews and research on the luxury industry, and analyze Gucci in the overall marketing strategy. The marketing strategy and the actions of young people to compare the similarities and differences between Gucci and other brands in the luxury industry and the strategies they have followed in the past, and put forward my own views and suggestions for the brand.
    Reference: 一、中文部分
    1. Elena Yu(民95)。Gucci百年時尚帝國。新北市:中經社文化。
    2. 王曉鋒、張永強、吳笑一(民104)。零售4.0:零售革命,邁入虛實整合的全通路時代。台北市:遠見天下文化。
    3. 石靈慧(民94)。品牌魔咒——打造奢華品牌的Branding工程。台北市:高談文化。
    4. 石靈慧(民104)。名牌學.V1。台北市:藍萊姆藝科。
    5. 邱志聖(民95)。策略行銷分析:架構與實務應用。台北市:智勝文化。
    6. 林淑玲(譯)(民104)。新精品行銷時代:用最精緻商品和最細膩服務,取
    悅最頂級客戶,博得最大商機!(原作者:Dr. Martin C. Wittig, Dr. Fabian
    Sommerrock, Philip Beil, Markus Albers)。台北市:城邦商業周刊。(原著出版年:2014)
    7. 洪慧芳(譯)(民100)。精品策略。(原作者:Jean-Noël Kapferer & Vincent
    Bastien)。新北市五股區:繁星多媒體。(原著出版年:2008)
    8. 郭穎文(民101)。策略行銷4C分析——以時尚品牌Alexander Wang為例(碩士論文)。國立政治大學,台北市。
    9. 張雅晴(民102)。精品產業集團經營策略-以LVMH及Inditex為例(碩士論文)。國立政治大學,台北市。
    10. 許子謙、米卡(民107)。用行銷改變世界:品牌力背後觸動人心的商業洞察。台北市:大寫出版。
    11. 蔡文(民98)。從體驗價值架構看香奈兒精品經營模式(碩士論文)。國立政治大學,台北市。
    二、英文部分
    1. Morten Lehmann, Sofia Tärneberg, Thomas Tochtermann, Caroline Chalmer,
    Jonas Eder-Hansen, Dr. Javier F. Seara, Sebastian Boger, Catharina Hase, Viola
    Von Berlepsch and Samuel Deichmann (2018). Pulse Of The Fashion Industry.
    Global Fashion Agenda and The Boston Consulting Group.
    2. Claudia D’Arpizio & Federica Levato (2018). The Future Of Luxury: A Look
    Into Tomorrow To Understand Today. Bain & Company
    3. Patrizia Arienti (2018). Global Powers of Luxury Goods 2018: Shaping the future
    of the luxury industry. Italy: Deloitte
    三、網路資料
    1. https://kopu.chat/2017/03/11/luxury-industry/
    2. https://www.beautimode.com/article/content/85843/
    3. https://altagamma.it/studi-e-ricerche/
    4. https://www.forbes.com/sites/njgoldston/2017/12/29/what-you-need-to-know-about-luxury-consumer-trends-for-2018/#344b8d9221eb
    5. https://wwd.com/business-news/business-features/ceo-talks-marco-bizzarri-on-guccis-culture-of-change-10811503/
    6. http://creativepulse.studio/edition2
    7. https://agility-research.com/affluent-luxury-consumer-segmentation/
    8. https://www.thestorefront.com/mag/retail-trends-market-report-2019-downloaded/
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    106363090
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106363090
    Data Type: thesis
    DOI: 10.6814/NCCU201900008
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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