本研究同時歸納設計師在進軍國際市場時需要哪些能力，以及在進入國際市場不同階段所應注意的管理議題，期望能供業界、後續學術研究參考、指教。 This research is about how Taiwanese fashion designers market their products internationally.
Taiwanese textile companies didn’t have their own brands before. They mainly manufactured and sold products overseas under foreign brand names. However, the textile manufacturing industry in Taiwan has already moved abroad to low-labor-cost area during the past two decades. Taiwanese designer brands have been struggleing between the small domestic market and the competition of foreign brands.
I explored three cases of Taiwanese fashion designers who market their brands and products internationally. They are respectively Hong, Li Fen’s designer brand ‘Sophie Hong’, Chien, Yu Feng and Pan, Po Shun’s ‘Shawnyï’, and Chia, Wen Lan’s ‘Twinkle by Wenlan’. I analyzed these cases based on the Creativity Dynamic System Model (Csikezentmihalyi, 1990).
First, I discovered how they combine their expertises of fashion design and business management to organize their international network. Second, the abilities a fashion designer has to possess during his way to international fashion market have already been clearly listed and categorized. In the end, I casted several managerial issues the fellow designers should pay attention to in different stages when they try to internationalize their brands and products. 第一章 序論 1
第一節 研究背景與研究動機 1
第二節 研究目的與研究問題 2
第三節 研究流程 4