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Title: | 快時尚型態與傳統連鎖眼鏡公司之行銷策略:日系眼鏡公司O與台灣眼鏡公司F之比較 The Marketing Strategies between Fast-Fashion and Traditional Optical Chain Stores: Japanese O Company vs. Taiwanese F Company |
Authors: | Wei-Chiang Ko 柯偉強 |
Advisor: | 黃恆獎(Heng-Chiang Huang) |
Keyword: | 行銷組合4P,商業模式,價值適配,眼鏡公司,快時尚, Marketing Mix,Business Model,Value Fit,Optical Stores,Fast Fashion, |
Publication Year : | 2018 |
Degree: | 碩士 |
Abstract: | 於先前的研究中,有不少研究是針對台灣 (連鎖) 眼鏡公司做探討,但多以單一(連鎖) 眼鏡公司為主要對象。台灣眼鏡產業至今超過70年歷史,從早期小型連鎖眼鏡公司至今已是百家爭鳴。然而,接近7000間的眼鏡公司不論連鎖或獨立開業,其商業與行銷模式皆類似。2014年標榜快時尚、大眾精品型態的日系連鎖眼鏡公司進入台灣,其商業模式與行銷模式具有差異性,在台灣眼鏡產業已掀起一陣騷動。
本研究的目的在分析兩者間商業模式、行銷組合4P,及消費者價值適配 (Value Fit) 的差異,透過理論基礎分析與消費者問卷調查,分析日系連鎖眼鏡公司的競爭力及對消費者的吸引力,所得結果如下: 一、 日系眼鏡公司O,其官網流量的網站分析中,不論排名,每日瀏覽人數,平均停留時間,在不同媒體平台之品牌可見度遠高於台灣眼鏡公司F。 二、 從消費者問卷分析中,日系眼鏡公司O在人員專業度較不能滿足消費者需求。 三、 台灣眼鏡公司F的商業模式與價值主張影響其多角化方向,皆為眼鏡相關服務延伸;而日系眼鏡公司O其商業模式與價值主張能與時尚產業,如服裝,造型結合。 四、 從行銷組合問卷中,同時有兩種消費經驗的顧客,認定日系眼鏡公司O整體行銷4P優於台灣眼鏡公司F並有統計學上的顯著差異。 五、 從消費者問卷分析中,兩者之間的價值適配都有未能對應之處,但日系眼鏡公司O整體價值適配程度高於台灣眼鏡公司F。 In previous studies, most of studies focused on Taiwan local Optical stores, include of chains stores and independent stores. The history of Taiwan Optical industry has been over 70 years. It starts from small chain stores, but until now, we estimate around 7000 stores in Taiwan market. However, the business model and marketing strategy on both chain stores & independent stores are very similar. In 2004, fast fashion Japanese Optical Chain stores joint into Taiwan Market and built up strong brand awareness successfully by different business model and marketing strategy. The objectives of study is to compare with Business Model, Marketing Mix – 4P, Value Fit, and figure out the differentiation between these two channels. According to the theory of Strategic Management and consumer survey, we have figured out the difference. Based on analyzed data from consumer insights survey, the results are: 1. On website traffic analysis, Japanese Optical is significant stronger on website ranking, everyday review, average watching time, and brand exposure via different social media.。 2. According to consumer analysis, Japanese chain store are weaker than Taiwan Optical Chain Store in professionalism part. 3. The diversify direction of Taiwanese Optical Store F is focusing on Optical/Glasses related services due to its’ traditional business Model and Value Proposition. But Japanese Optical Stores O is able to link with Fashion due to its’ fast fashion image and business model. 4. In results of Marketing Mix - 4P survey, it showed Japanese Optical store is much better on Marketing Mix - 4P 5. Still have weakness and strengths between these two channels. No one can totally meet Customer Value Fit evaluation, but Japanese Optical store is much fitter than Taiwanese. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/72391 |
DOI: | 10.6342/NTU201803543 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 事業經營碩士在職學位學程 |
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File | Size | Format | |
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ntu-107-1.pdf Restricted Access | 6.4 MB | Adobe PDF |
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