| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh Shen | en_US |
| dc.contributor.author (Authors) | 邵彥甯 | zh_TW |
| dc.contributor.author (Authors) | Shao, Yen Ning | en_US |
| dc.creator (作者) | 邵彥甯 | zh_TW |
| dc.creator (作者) | Shao, Yen Ning | en_US |
| dc.date (日期) | 2016 | en_US |
| dc.date.accessioned | 20-Jul-2016 17:18:45 (UTC+8) | - |
| dc.date.available | 20-Jul-2016 17:18:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Jul-2016 17:18:45 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0103932022 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/99357 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 103932022 | zh_TW |
| dc.description.abstract (摘要) | 摘要進口流行服飾零售在過去十年已經是台灣年輕人間創業的趨勢。因為1990年代開始韓國文化在全球風行，對韓國流行服飾的供給與需求均大幅增加。另一方面，自2008年開始的全球經濟危機造成的低薪與失業問題更影響大批年輕人。他們之中許多人選擇自行創業，而因為較低的進入門檻，進口流行服飾的零售業成為主要的選項。激烈的競爭造成了零售價降低以及仿冒品、次級品的問題，這些問題也惡化了這些新創立事業營運上的壓力，特別是在現金流和銷售量兩方面。這些年輕人會選擇創立這樣的零售業務正因他們本身缺乏資源，所以在極早期做出合適的行銷策略選擇，將非常的關鍵。現今的管理理論多針對如何管理已經存在的企業或針對那些手中已有些許資源的企業家探討如何進行資源配置。這些理論中討論創立新事業的策略部分卻很少。我們發現邱志聖（2014）提出的4C策略行銷架構可以提供解決之道，能幫助這些年輕創業者選擇創業的適當策略。透過4C策略行銷架構分析，我們發現，當進口流行服飾零售業者採用實體店面銷售的方式時，會比採用網路行銷更有機會降低顧客的交易成本。這些成本不只是價格，還包括了外顯效益成本，資訊搜尋成本，道德危機成本，以及專屬資產成本。在我們的研究中，我們也認知到包曼（2003）提出的「自媒體」觀念可以將業務營運帶向另外一條新的道路。不管是實體店面或是網路銷售的經營者都可以藉由經營本身的「自媒體」來降低交易成本。我們相信，「自媒體」透過改善經營者的4C策略行銷架構，將對未來產生顛覆性的改變。 | zh_TW |
| dc.description.abstract (摘要) | AbstractImported fashion retailer has already been a trend of newly startups among young people in the past decade in Taiwan. Because the increase in global popularity of South Korean culture since the 1990s, both the supply and demand on Korean fashion clothing are increasing dramatically. On the other hand, low wages and unemployment affected lots of young in Taiwan due to global economic crisis since 2008. Many of them chose to start their own business and imported fashion retailer is a major option due to its low barriers to entry.Tough competition leads to low retail price and problems on counterfeit and substandard goods, which also exacerbates the stress on running business of these newly startups, especially on their cash flow and sales. These young entrepreneurs chose to start their retail business due to their lack of resources, so it is critical to make the suitable selection of their marketing strategies in the very beginning.Management theories nowadays paid lots attention on how to manage an existed corporate or how to distribute the resources for those entrepreneurs who already owned some. The literatures on theories regarding strategies to start a new business are disproportionately low. We noticed the 4C Strategic Marketing Analysis (Chiou, 2014) might provide a solution to that, helping these young entrepreneurs to choose a proper strategy starting their own business.Through 4C Strategic Marketing Analysis, we discovered, if imported fashion retailers choose to sell through a retail store rather than online business, they will have better chances to reduce the transaction costs of their customers. And those costs included not only the price, but cost of utility, cost of information search, cost of moral hazard and cost of asset specificity.During our research, we also acknowledged “We Media” (Bowman, 2003) may lead to a new way to run business. Both retail storeowners and online business owner could reduce their transaction costs by running their own “We Media”. We believe, “We Media” might be a game changer through its improvement on the 4Cs of marketing exchange. | en_US |
| dc.description.tableofcontents | 目錄致謝辭............................................1摘要..............................................2Abstract..........................................4表目錄............................................7第一章 緒論.......................................8第一節 研究動機與背景.........................8第二節 研究目的...............................9第三節 研究範圍與限制........................10第四節 研究方法..............................11第二章 文獻探討..................................12第一節 交易成本理論...........................12第二節 4C策略行銷架構.........................13第三節 4C架構的101分析........................17第三章 台灣自行進口服飾零售市場分析..............23第一節 為什麼要跑單幫.........................23第二節 韓流－台灣自行進口服飾零售市場的再次興起 ..............................................24第三節 競爭與仿冒－初次創業者的惡夢...........25第四章 自行進口服飾零售初次創業者的策略選擇-以4C架構分析....................................28第一節 創業方式...............................28第二節 自媒體：第三種模式......................34第三節 各創業選擇之4C策略分析.................36第五章 結論與建議................................59第一節 研究結論...............................59第二節 增加網路零售創業的成功機會.............60第三節 強化實體店面經營：虛實結合..............61第四節 結語...................................64中文參考文獻.....................................65英文參考文獻.....................................66 | zh_TW |
| dc.format.extent | 752473 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0103932022 | en_US |
| dc.subject (關鍵詞) | 策略行銷 | zh_TW |
| dc.subject (關鍵詞) | 4C架構 | zh_TW |
| dc.subject (關鍵詞) | 進口 | zh_TW |
| dc.subject (關鍵詞) | 零售 | zh_TW |
| dc.subject (關鍵詞) | 創業 | zh_TW |
| dc.subject (關鍵詞) | Strategic Marketing | en_US |
| dc.subject (關鍵詞) | 4C framework | en_US |
| dc.subject (關鍵詞) | Imported | en_US |
| dc.subject (關鍵詞) | Retailer | en_US |
| dc.subject (關鍵詞) | Startup | en_US |
| dc.title (題名) | 探討台灣自行進口流行服飾零售初次創業者的策略選擇 | zh_TW |
| dc.title (題名) | The Selection of Marketing Strategies for Newly Startup of Imported Fashion Retailer in Taiwan | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 中文參考文獻邱志聖(2014)，策略行銷分析:架構與實務應用(四版)，台北:智勝出版。邱志聖「策略行銷分析4C架構新知網站」2012年9月25日之行銷管理教育的What Why How。邱志聖「策略行銷分析4C架構新知網站」2012年12月6日之4C 架構的101表 英文參考文獻Bowman, S., & Willis, C., 2003. We Media: How audiences are shaping the future of news and information, The Media Center, http://www.hypergene.net/wemedia/Coase, R. H., 1937. The Nature of the Firm, Economica, New Series, Vol. 4, No. 16. (Nov., 1937), pp. 386-405.PewDiePie Channel, YouTube Website.https://www.youtube.com/user/PewDiePiePSY - GANGNAM STYLE M/V, YouTube Website.https://www.youtube.com/watch?v=9bZkp7q19f0What is the future of Korean film?, The Korea Herald, Sep. 17, 2012. http://nwww.koreaherald.com/common_prog/newsprint.php?ud=20120917000815Williamson, O.E., 1975. Markets and Hierarchies: Analysis and Antitrust. Implications, The Free Press, New York. | zh_TW |
