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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳厚銘 | zh_TW |
dc.contributor.advisor | Ho-Min Chen | en |
dc.contributor.author | 朱彧緯 | zh_TW |
dc.contributor.author | Yu-Wei Chu | en |
dc.date.accessioned | 2024-07-08T16:12:12Z | - |
dc.date.available | 2024-07-09 | - |
dc.date.copyright | 2024-07-08 | - |
dc.date.issued | 2024 | - |
dc.date.submitted | 2024-04-23 | - |
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Timeline Retrieved from https://www.tiffany.com/world-of-tiffany/the-world-of-tiffany-timeline/ [Accessed: 2024-04-16] Truong, Y. (2010). Personal aspirations and the consumption of luxury goods. International Journal of Market Research, 52(5), 655-673. Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47(4), 427-452. Untracht, O. (1997). Traditional jewellery of India. Harry N. Abrams. Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: An exploratory study–three conceptual dimensions. The Marketing Review, 3(4), 459-478. Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15. Vogue Business (2022). How Tiffany is wooing Gen Z. 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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92947 | - |
dc.description.abstract | 本研究深入探討全球知名高端奢侈珠寶品牌Tiffany & Co.(以下簡稱Tiffany)的 商業模式與國際市場策略。自 1837 年創立以來,Tiffany 以其精湛的設計、深厚的 歷史底蘊和鮮明的品牌形象,於全球高端珠寶市場佔有領導地位。Tiffany 憑藉品 牌優勢和策略性市場佈局,從一家美國的本土珠寶商發展成國際奢侈品品牌巨 擘,在激烈競爭的高端珠寶市場持續保持領先地位。
奢侈品品牌的核心競爭力在於獨特的品牌故事、經營模式與國際化行銷策略,在 全球奢侈品市場競爭激烈的當今環境中,具備獨特國際行銷和本地化策略至關重 要。本研究針對 Tiffany 的品牌策略、全球行銷及消費者行為進行深入探討,並分 析其品牌形象、文化溝通和形象塑造策略。品牌策略對於 Tiffany 的成功發揮關鍵 作用,有助於創造並傳遞核心價值,提升消費者認知度、增加產品價值並增強企 業競爭力;此外,全球行銷策略與目標市場間的互動,亦是 Tiffany 成功的關鍵要素。 總結而言,本研究透過對 Tiffany 案例的深入分析,為高級珠寶品牌的經營模式與 國際行銷策略提供了深刻的洞察,並為珠寶及其他奢侈品行業的品牌塑造和市場 策略提供了寶貴的參考與重要意義。 | zh_TW |
dc.description.abstract | This study investigates the business model and international market strategy of Tiffany & Co., a globally recognized luxury jewelry brand. Since its inception in 1837, Tiffany has established itself as a leader in the global high-end jewelry market due to its exceptional designs, rich historical heritage, and distinctive brand identity. Through capitalizing on brand strengths and strategic market positioning, Tiffany has transformed from a local American jeweler into a dominant force in the global luxury industry, maintaining its prominence in a fiercely competitive market.
The competitive edge of luxury brands resides in their distinctive brand narratives, business models, and international marketing approaches. In the current highly competitive global luxury market, the maintenance and enhancement of core competitiveness through unique international marketing and localization strategies are paramount for success. This study comprehensively examines Tiffany's brand strategy, global marketing initiatives, and consumer behavior, analyzing aspects such as brand shaping, cultural communication, and brand image building strategies. Brand strategy significantly contributes to Tiffany's success by facilitating the articulation and dissemination of core values, augmenting consumer awareness, elevating product value, and fortifying competitive advantage. By offering profound insights into Tiffany's brand strategies, global marketing endeavors, and consumer behavior, this study provides valuable references for brand development and market strategies within the jewelry and luxury goods sectors. | en |
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dc.description.provenance | Made available in DSpace on 2024-07-08T16:12:12Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 口試委員審定書 ii
誌謝 iii 中文摘要 iv 英文摘要 v 目 次 vii 圖 次 x 表 次 xi 第一章緒 論 1 第一節、研究背景與機 1 第二節、研究目的與義 1 第三節、研究內容與架 1 第二章 文獻探討與相關理論回顧 3 第一節、奢侈品 3 第一節之ㄧ、奢侈品的起源 3 第一節之二、奢侈品的概念 3 第一節之三、奢侈品的定義 4 第一節之四、奢侈品的消費族群 4 第一節之五、奢侈品的購買動機 5 第二節、珠寶行業紹 6 第二節之ㄧ、珠寶歷史 6 第二節之二、全球珠寶市場概況 7 第三節、品牌 9 第三節之ㄧ、品牌概念的歷史 9 第三節之二、品牌策略 10 第三節之三、珠寶品牌策略的重要性 10 第四節、行銷策略的相關理論和研究 11 第四節之ㄧ、行銷的意義 11 第四節之二、行銷策略 12 第五節、費者行為和購買決策過程 15 第五節之ㄧ、消費者行為理論 15 第五節之二、消費者行為分析 16 第五節之三、消費者購買決策過程理論 16 第三章 Tiffany & Co.介紹 19 第一節、全球頂級奢華珠寶品牌 19 第二節、Tiffany 的起源 20 第三節、Tiffany 的經典設 21 第四節、Tiffany 的品牌塑造 22 第五節、Tiffany 的品牌文化意義 23 第六節、Tiffany 的重要里程碑 23 第七節、Tiffany 的未來發展 24 第四章 Tiffany 的商業模式與國際行銷策略分析 26 第一節、Tiffany 的商業模式 26 第一節之ㄧ、顛覆行業的創新思維 26 第一節之二、供應鏈的垂直整合 27 第一節之三、全球直營店的銷售模式 27 第二節、Tiffany 的國際化發展策略 28 第二節之ㄧ、全球直營銷售通路建置 28 第二節之二、商品差異化與跨文化行銷 29 第二節之三、品牌影響力行銷 29 第二節之四、聯名合作策略 30 第三節、Tiffany 的品牌價值主張 31 第三節之ㄧ、品牌價值主張的持續性 31 第三節之二、持續創新的策略. 32 第三節之三、社會責任的承擔 32 第五章 結論與建議 34 第一節、研究結論 34 第一節之ㄧ、品牌價值與市場地位 34 第一節之二、跨文化行銷策略 34 第一節之三、創新與永續發展 35 第二節、管理意涵 35 第二節之ㄧ、品牌的一致性與適應性 35 第二節之二、消費者體驗的重要性 36 第二節之三、社會責任與永續發展 36 第三節、未來研究建議 37 第三節之ㄧ、LVMH 集團對 Tiffany 的影響 37 第三節之二、人工智慧與技術創新的影響 37 第三節之三、新興市場的消費者行為 38 第三節之四、社會責任與品牌形象 38 參考文獻 40 | - |
dc.language.iso | zh_TW | - |
dc.title | 精品珠寶經營模式與國際行銷策略研究 - 以 Tiffany & Co.為例 | zh_TW |
dc.title | The Study on the Business Model and International Marketing Strategy of Luxury Jewelry: A Case Study of Tiffany & Co. | en |
dc.type | Thesis | - |
dc.date.schoolyear | 112-2 | - |
dc.description.degree | 碩士 | - |
dc.contributor.coadvisor | 連勇智 | zh_TW |
dc.contributor.coadvisor | Yung-Chih Lien | en |
dc.contributor.oralexamcommittee | 陳思寬;王淑美 | zh_TW |
dc.contributor.oralexamcommittee | Shi-kuan Chen;Shue-Mei Wang | en |
dc.subject.keyword | 品牌形象,品牌故事,品牌策略,經營模式,國際行銷策略, | zh_TW |
dc.subject.keyword | Business Models,Brand Narratives,Brand Shaping,Brand Strengths,Consumer Behavior,Cultural Communication,International Marketing Strategy, | en |
dc.relation.page | 46 | - |
dc.identifier.doi | 10.6342/NTU202400890 | - |
dc.rights.note | 同意授權(限校園內公開) | - |
dc.date.accepted | 2024-04-23 | - |
dc.contributor.author-college | 管理學院 | - |
dc.contributor.author-dept | 碩士在職專班國際企業管理組 | - |
顯示於系所單位: | 國際企業管理組 |
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