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研究生：	陳郁安 Chen, Yu-An
論文名稱：	台灣複合式精品店行銷策略之研究 A Research on Marketing Strategies of Taiwan Select Shops
指導教授：	謝孟達 Shieh, Meng-Dar 陳國祥 Chen, Kuo-Hsiang
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 創意產業設計研究所 Institute of Creative Industries Design
論文出版年：	2009
畢業學年度：	97
語文別：	英文
論文頁數：	95
中文關鍵詞：	複合式精品店、行銷策略、服飾、新銳設計、精品店
外文關鍵詞：	emerging design, boutique, apparel, marketing strategy, select shop
相關次數：	點閱：125 下載：0
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由於台灣的內需市場較小，通路多已由國際知名單一品牌佔據，許多國外時尚週的新銳設計都無法快速的進入台灣市場，台灣的消費者也因此失去與國外新銳設計接觸的機會。複合式精品店相較單一品牌服飾店具有更大的商品採購空間以及快速的品牌置換彈性，能夠補足這部份的市場需求。然而，過去的研究都偏重在傳統百貨通路或單一品牌的行銷策略，複合式精品店的發展很少被注意到，即使它在時尚產業扮演越來越重要的角色。
本研究屬於探索性研究，主要目的在了解台灣複合式精品店之行銷策略。本研究調查了台灣四家知名的複合式精品店包括: Level 6ix, KiiTo, Club Designer, P.S. 店家各構面的行銷策略以及蒐集20位曾經去過這四家店消費的顧客對各相關策略的意見及反應。店家行銷策略資料以經營者訪談、親身觀察與二手資料方法取得，消費者意見及反應透過網路問卷方法取得。本研究分析整合來自業者與消費者端的行銷策略資訊，最後提出台灣複合式精品店以五大行銷工具為基準之行銷策略趨勢剖析。

Due to Taiwan’s limited domestic market, main fashion channels such as department stores or malls are occupied by internationally famous single brand. The fashion design of latest emerging designer brand that is just up and coming at the Fashion week can’t be found in Taiwan. Taiwan consumers lack of access to foreign emerging brand. Select shop can just bridge the gap due to its flexibility and speed of changing brand items, therefore the latest emerging fashion design can be introduced immediately. However, past related research usually focused on either the marketing strategy of department stores nor of the single brand. Less attention were paid to select shop even it plays a more and more important role in the fashion market.
This exploratory research explored marketing strategies of Taiwan select shop by collecting four famous select shops’ practical marketing strategies -Level 6ix, KiiTo, Club Designer and P.S. and also 20 consumers’ opinion and reaction on relative strategies. Data of marketing strategy was collected by personal interview, observation method, and secondary data, and data of consumer’s opinion was collected by on-line questionnaire. This study analyzed information from both shops and consumers and finally presented the Taiwan select shop’s marketing strategies and related trend based on 5 marketing mix framework.

1.  Introduction  1
1.1 Background and motives 1
1.2 Study Objectives  2
2.  Literature Review  3
2.1 Select shop  3
2.2 Marketing strategy 3
2.2.1 The meaning of marketing  3
2.2.2 The marketing mix  4
2.2.3 The marketing strategy  7
2.3 Related Literature review  16
2.3.1 Fashion marketing  16
2.3.2 Related literature review  16
3.  Methodology  28
3.1 Objective and methods used  28
3.1.1 Subjects  28
3.2 Research process  29
3.2.1 Collecting data of shops  30
3.2.1.1 Selecting the shops and making the interview outline  30
3.2.1.2 Information of interview  31
3.2.1.3 Observation and secondary data  31
3.2.2 Collecting data of consumer opinion and reaction  32
3.2.2.1 Making the on-line questionnaire  32
3.2.2.2 Searching the on-line interviewees 36
3.2.3 Integrating the data from both shops and consumers 36
4.  Result of The Research  37
4.1 The marketing data of four select shops 37   
4.1.1 Shop A: Level 6ix 37  
4.1.2 Shop B: KiiTo 42 
4.1.3 Shop C: P.S. 自私著物 47
4.1.4 Shop D: Club Designer  52
4.2 Data collected from on-line questionnaire 57
4.2.1 Basic information of interviewees 57
4.2.2 Shop-related elements that attract consumer to come to select shop 57
4.2.3 Product—Consumer value 58
4.2.4 Viewpoint of cross-over business  61
4.2.5 Price—cost  62
4.2.6 Channel—convenience  63
4.2.7 Promotion—communication  64
4.2.8 Physical evidence—confirmation  65
4.3 Analysis  67
4.3.1 Important store-related elements  67
4.3.2 Product strategy  68
4.3.3 Pricing strategy  68
4.3.4 Place strategy  69
4.3.5 Promotion strategy  73
4.3.6 Physical evidence strategy  70
5. Conclusions and Suggestions  71
5.1 Conclusions  71
5.2 Difficulties and limitations  73
5.3 Suggestions 74
References  75
Appendix 1 Select shop 經營者訪問大綱  77
Appendix 2 訪問內容 78
Appendix 3 消費者評價與意見調查問卷  87
Appendix 4 Case in Japan: Latiki 91

List of Tables
 
Table 2-1   Marketing concepts 7
Table 2-2   Summary of related literatures 26
Table 3-1   Information of interview 31
Table 3-2   Literatures and interview applied to design questionnaire 35
Table 4-1   Marketing Strategy of Level 6ix 37
Table 4-2   Marketing Strategy of KiiTo 42
Table 4-3   Marketing Strategy of P.S. 自私著物 47
Table 4-4   Marketing Mix of Club Designer 52
Table 4-5   Store-related elements (1) 58
Table 4-6   Shop-related elements (2) 58
Table 4-7   Product satisfaction (1) 59
Table 4-8   Product satisfaction (2) 59
Table 4-9   Product value (1) 60
Table 4-10  Product value (2) 60
Table 4-11  Viewpoint of cross-over business 61
Table 4-12  Price reasonableness(1) 62  
Table 4-13  Price reasonableness(2) 62 
Table 4-14  Shopping district consumers usually go 64
Table 4-15  Attitude to on-line channel 64
Table 4-16  Ways of promotion that trigger consumers to shop(1) 65 
Table 4-17  Ways of promotion that trigger consumers to shop(2) 65 
Table 4-18   Physical evidence satisfaction (1) 66 
Table 4-19  Physical evidence satisfaction (2) 66
 
List of Figures 
Figure 2-1   Product life cycle 8
Figure 2-2   Products category of price level 10
Figure 2-3   Relationship between price and fashion 11
Figure 2-4   T. P. O. garment category 13
Figure 2-5   Promotion tools in use 14
Figure 2-6   Strategic planning process 22
Figure 3-1   Research design process 29
Figure 3-2   Source of secondary data 32
Figure 4-1   Physical evidence of Level6ix 42
Figure 4-2   KiiTo’s on-line shop 45
Figure 4-3   Physical evidence of Kiito 47
Figure 4-4   PS:自私著物 on-line shop 51
Figure 4-5   Physical evidence of PS: 自私著物 52
Figure 4-6   Physical evidence of Club Designer 57
                                    

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經濟部商業司(2000), 修訂版一刷, 服飾店經營管理實務

Website:
www.kiiTo.com
www.leveil6ix.com.tw
www.psplayground.com.tw
www.clubdesigner.com.tw

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