請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/83980
標題: | 傳統和快時尚眼鏡產業商業模式比較之探討 A Study Comparing Business Models of Traditional and Fast Fashion Eyewear Companies |
作者: | 蔡宜珊 I-Shan Tsai |
指導教授: | 謝明慧 Ming-Huei Hsieh |
關鍵字: | 眼鏡,眼鏡產業,快時尚,商業模式地圖, eyewear,eyewear industry,fast fashion,business model canvas, |
出版年 : | 2022 |
學位: | 碩士 |
摘要: | 台灣地區的眼鏡產業發展至今已超過40年。網際網路和科技產品越來越普及後,近視的人越來越多,眼鏡產品的需求也隨之上升。然而,眼鏡也逐漸從一項功能性的醫療器材轉變成一項展現自我品味的配件,眼鏡公司的營運模式也逐趨向快時尚產業的概念,以快速、便宜、設計為主要訴求,大幅改變了消費者對於眼鏡的購買流程,也成功將眼鏡變成一種時尚產品。本研究以四家眼鏡公司作為個案研究對象,分別為代表傳統眼鏡產業的寶島眼鏡公司和小林眼鏡公司以及代表快時尚眼鏡產業的OWNDAYS眼鏡公司和JINS眼鏡公司,以這四家眼鏡公司比較傳統眼鏡產業和快時尚眼鏡產業的商業模式,並藉此探討傳統眼鏡產業在面對快時尚眼鏡產業的衝擊下可採取的應對方式和策略改變,以鞏固其在市場的定位。 The eyewear industry in the Taiwan region has been developing for more than 40 years. As the internet and technology devices have become more and more prevalent, those suffering from myopia have also increased, as has the demand for eyewear products. However, eyewear products have gradually transformed from functional medical devices to accessories used to display individual taste, and eyewear companies have started to adopt concepts from the fast fashion industry, providing fast, cheap, and design-heavy products that greatly changed consumer purchase processes and turning eyewear into fashion items. This study examines four eyewear companies, including two traditional eyewear companies Formosa Optical and Kobayashi, and two fast fashion eyewear companies OWNDAYS and JINS. These case studies are used to compare the business models of traditional and fast fashion eyewear companies, and explore response measures and strategic changes traditional eyewear companies should make in the face of competition from the fast fashion sector to consolidate their market positioning. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/83980 |
DOI: | 10.6342/NTU202200942 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-110-2.pdf 目前未授權公開取用 | 1.44 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。