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題名 Cat.sus:一個台灣永續時尚內衣品牌的誕生
Cat.sus: My sustainable lingerie brand in Taiwan
作者 陳玉明
Chan, Yuk-Ming
貢獻者 吳文傑
Wu, Jack
陳玉明
Chan, Yuk-Ming
關鍵詞 時尚產業
環境與社會影響
永續內衣
道德品牌
香港設計師
fashion industry
environmental and social impact
sustainable lingerie
ethical brand
Hong Kong designer
日期 2021
上傳時間 1-Feb-2021 14:06:12 (UTC+8)
摘要 Abstract
Cat.sus: My sustainable lingerie brand in Taiwan
By
Cathy, Chan Yuk Ming

The environmental and social issues caused by the fashion industry have developed wide attention. The situation becomes worse with the aid of fast fashion. In recent years, well-known fashion brands join the call for “sustainable and ethical brand”. In the report of “The State of Fashion 2021” from McKinsey & Company, it emphasizes the importance of sustainability through the value chain. Consumers value fashion brands that respect their workers and the environment.
In Taiwan, local sustainable fashion brands are rising, but there are lacking sustainable lingerie brands. To fill in this emerging need from Taiwanese customers, Cathy’s Sustainable Undergarment Solutions (Cat.sus), the first sustainable and ethical lingerie brand that offer ranges of underwear made of deadstock materials, is ready to enter the Taiwan market. Extra miles are designed by the brand to further reduce textile wastage, carbon emission, and carbon footprints. Cat.sus also accentuates social responsibility. Local job opportunities are prioritized to necessary people, more-than-fair employee welfare is offered and the cooperation with a local non-profit organization to manage old underwear donation, all help the brand realize the ethical impact.
參考文獻 8. Reference
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F.F.I.A. (n.d. (b)). Wu Tong Lace. Retrieved from 台灣流行時尚產業聯盟: https://www.ffia.org.tw/cht/member_pro_detail.php?s=135
Globe Newswire. (2020, Oct 28). Sustainable Fashion Market Analysis Shows The Market Progress In Attempt To Decrease Pollution In The Global Ethicalfashion Market 2020. Retrieved from Globe Newswire: https://www.globenewswire.com/news-release/2020/10/28/2116073/0/en/Sustainable-Fashion-Market-Analysis-Shows-The-Market-Progress-In-Attempt-To-Decrease-Pollution-In-The-Global-Ethicalfashion-Market-2020.html
Good On You. (2020, Aug). Guide to the Good On You Brand Rating System. Retrieved from Good On You: https://goodonyou.eco/wp-content/uploads/2020/08/Good-On-You-Brand-Rating-System-August-2020-1.pdf
Good On You. (n.d.). Good On You. Retrieved from FAQ: https://goodonyou.eco/faqs/
Grand View Research. (2019, Jun). Lingerie Market Size, Share & Trends Analysis Report By Type (Brassiere, Knickers), By Distribution Channel (Multi Brands Stores, Online), By Region, And Segment Forecasts, 2019 - 2025. Retrieved from Grand View Research: https://www.grandviewresearch.com/industry-analysis/lingerie-market
H, K. (2019, Oct 16). DEADSTOCK: PROS, CONS & SUSTAINABILITY. Retrieved from Synzenbe: https://www.synzenbe.com/blog/deadstock-pros-cons-sustainability-904/904
Lai Lin Thomala. (2020, Feb). Penetration of leading social networks in Taiwan as of 3rd quarter 2019. Retrieved from Statista: https://www.statista.com/statistics/295611/taiwan-social-network-penetration/
Learn from Data. (2019, Nov 25). Taiwan Population Pyramid (1950 - 2019). Retrieved from YouTube: https://www.youtube.com/watch?v=cRVzBl6yDS0
Marci, K. (2020, Feb 12). The lingerie market explained in 7 charts. Retrieved from EDITED : https://edited.com/resources/lingerie-market-2/
Market Watch. (2020, Aug 19). Report on Online Lingerie Market 2020 Contains Size, Gross Margin, Revenue and Trends Forecast Report 2024. Retrieved from Market Watch: https://www.marketwatch.com/press-release/report-on-online-lingerie-market-2020-contains-size-gross-margin-revenue-and-trends-forecast-report-2024-2020-08-19
McFall-Johnsen, M. (2019, Oct 22). The fashion industry emits more carbon than international flights and maritime shipping combined. Here are the biggest ways it impacts the planet. Retrieved from Business Insider: https://www.businessinsider.com/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019-10
Mordor Intelligence. (2019). LINGERIE MARKET GROWTH, TRENDS, AND FORECASTS (2020 - 2025). Retrieved from Mordor Intelligence: https://www.mordorintelligence.com/industry-reports/lingerie-market
Morgan, S. (2018, Nov 26). Taiwan government awards eco-friendly firms. Retrieved from Taiwan News: https://www.taiwannews.com.tw/en/news/3583727
Nosto. (2019, Oct 11). 10 Stats that Reveal How Consumers Feel About Sustainability in Retail. Retrieved from Nosto: https://www.nosto.com/blog/10-stats-consumers-sustainability-retail/
Rao, P. (2019, Dec 24). Battling the damaging effects of ‘fast fashion’. Retrieved from United Nations: https://www.un.org/africarenewal/magazine/december-2019-march-2020/battling-damaging-effects-%E2%80%98fast-fashion%E2%80%99
Research Report Insights. (2018, Apr). Lingerie Market: Global Research Report Analysis, size, sales and Forecast by 2024. Retrieved from Research Report Insights: https://www.researchreportinsights.com/report/26/lingerie-market-global-research-report-analysis-size-sales-and-forecast-by-2024
Seeing Taiwan Girls. (n.d.). About Seeing Taiwan Girls. Retrieved from Seeing Taiwan Girls: https://www.facebook.com/SeeingTaiwanGirls/about
Shahbandeh, M. (2020, Sep 01). Statista. Retrieved from Lingerie market value worldwide from 2018 to 2025: https://www.statista.com/statistics/720288/lingerie-retail-market-value/
Sikora, J. (2020, Feb 05). Deadstock fabrics: Are they a sustainable option? Retrieved from Medium: https://medium.com/glami-eco/deadstock-fabrics-are-they-a-sustainable-option-867c4afaa662
SMEA. (2019, Nov). White Paper on Small and Medium Enterprises in Taiwan, 2019. Retrieved from SMEA: https://book.moeasmea.gov.tw/book/doc_detail.jsp?pub_SerialNo=2019A01640&click=2019A01640#
Soma. (n.d.). SOMAINNOFIT Bra. Retrieved from Soma: https://www.soma.com/store/product/SOMAINNOFIT-Bra/570260108?color=001
Su, S. (2020, Feb). Less Is More Protecting Nature with Sustainable Fashion. Retrieved from New Southbound Portal: https://nspp.mofa.gov.tw/nsppe/news.php?post=170718&unit=410&unitname=Stories&postname=Less-Is-More:-Protecting-Nature-with-Sustainable-Fashion
Taiwan Panorama. (2019, Sep 16). Waste Fabric in Fashion: Coexisting with Nature for a Beautiful Environment. Retrieved from Taiwan Panorama: https://nspp.mofa.gov.tw/nsppe/news.php?post=161863&unit=410&unitname=Stories&postname=Waste-Fabric-in-Fashion:-Coexisting-with-Nature-for-a-Beautiful-Environment
Technavio. (2018, Jul 06). Global Intimate Apparel Market 2018-2022| Key Factors Driving Market Growth| Technavio. Retrieved from Business Wire : https://www.businesswire.com/news/home/20180706005362/en/
The Business Research Company. (2020, Dec). Ethical Fashion Market - Segmented By Product (Organic, Man-Made/Regenerated, Recycled, Natural), By Type (Fair Trade, Animal Cruelty, Eco-Friendly, Charitable Brands), By End-User (Men, Women, Kids) & By Region, Global Opportunities & Strategies To 2023. Retrieved from The Business Research Company: https://www.thebusinessresearchcompany.com/report/ethical-fashion-market
The Insight Partners. (2020, Jul). Asia Pacific Womens Lingerie Market Forecast to 2027. Retrieved from The Insight Partners: https://www.theinsightpartners.com/reports/asia-pacific-womens-lingerie-market/
Trading Ecnomics. (2021, Jan). Taiwan Consumer Confidence. Retrieved from Trading Ecnomics: https://tradingeconomics.com/taiwan/consumer-confidence
Trading Economics. (2020, Dec). Taiwan Minimum Monthly Wage. Retrieved from Trading Economics: https://tradingeconomics.com/taiwan/minimum-wages
Trading Economics. (n.d.). Retrieved from Trading Economics: https://tradingeconomics.com/
Tzu-ti, H. (2020, Aug 05). Taiwan sees record-breaking life expectancy of 80.9. Retrieved from Taiwan News: https://www.taiwannews.com.tw/en/news/3980979
Wacoal. (n.d.). 3D AI體型檢測. Retrieved from Wacoal: http://event.wacoal.com.tw/ProcEvent/E20191112/DefaultA.aspx
Wolfe, I. (2020, Nov 12). Sustainable Bras and Bralettes to Support You and the Planet. Retrieved from Good On You: https://goodonyou.eco/sustainable-bras/
Workforce. (2019, Nov 17). 2020年勞健保保費及勞退提繳費用對照表. Retrieved from Workforce: https://twworkforce.com/2019/11/17/3in1/
World Innovation College. (2019, Aug). Popularity of Television is shrinking. Line Has Become the Favorite Media of the Public. Retrieved from Far Eastern Magazine: https://magazine.feg.com.tw/magazine/en/magazine_detail.aspx?id=11387
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趙有德. (2020, Mar 05). 全球年輕世代挺身而出 齊聲向高污染產業Say No!. Retrieved from Business Today: https://www.businesstoday.com.tw/article/category/80398/post/202003050022/%E5%85%A8%E7%90%83%E5%B9%B4%E8%BC%95%E4%B8%96%E4%BB%A3%E6%8C%BA%E8%BA%AB%E8%80%8C%E5%87%BA%20%E3%80%80%E9%BD%8A%E8%81%B2%E5%90%91%E9%AB%98%E6%B1%A1%E6%9F%93%E7%94%A2%E6%A5%ADSay%20N
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鄭宇茹. (2019, Nov 08). 台南企業催生「布料銀行」 讓庫存布獲新生還回饋在地基金會. Retrieved from 天下雜誌: https://csr.cw.com.tw/article/41236
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933029
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933029
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 陳玉明zh_TW
dc.contributor.author (Authors) Chan, Yuk-Mingen_US
dc.creator (作者) 陳玉明zh_TW
dc.creator (作者) Chan, Yuk-Mingen_US
dc.date (日期) 2021en_US
dc.date.accessioned 1-Feb-2021 14:06:12 (UTC+8)-
dc.date.available 1-Feb-2021 14:06:12 (UTC+8)-
dc.date.issued (上傳時間) 1-Feb-2021 14:06:12 (UTC+8)-
dc.identifier (Other Identifiers) G0107933029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133876-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 107933029zh_TW
dc.description.abstract (摘要) Abstract
Cat.sus: My sustainable lingerie brand in Taiwan
By
Cathy, Chan Yuk Ming

The environmental and social issues caused by the fashion industry have developed wide attention. The situation becomes worse with the aid of fast fashion. In recent years, well-known fashion brands join the call for “sustainable and ethical brand”. In the report of “The State of Fashion 2021” from McKinsey & Company, it emphasizes the importance of sustainability through the value chain. Consumers value fashion brands that respect their workers and the environment.
In Taiwan, local sustainable fashion brands are rising, but there are lacking sustainable lingerie brands. To fill in this emerging need from Taiwanese customers, Cathy’s Sustainable Undergarment Solutions (Cat.sus), the first sustainable and ethical lingerie brand that offer ranges of underwear made of deadstock materials, is ready to enter the Taiwan market. Extra miles are designed by the brand to further reduce textile wastage, carbon emission, and carbon footprints. Cat.sus also accentuates social responsibility. Local job opportunities are prioritized to necessary people, more-than-fair employee welfare is offered and the cooperation with a local non-profit organization to manage old underwear donation, all help the brand realize the ethical impact.
en_US
dc.description.tableofcontents TABLE OF CONTENTS
1. Business Motivation 1
1.1. Company Overview 2
1.2. Our Mission 3
1.3. Our Vision 3
1.4. Our Values 3
1.5. Name and Company Logo 3
2. Market Research and Analysis 5
2.1. The Real Cost of Fashion Industry 5
2.2. The Market of Sustainable and Ethical Fashion and its Opportunities 6
2.3. The Consumer Behavior towards Sustainable Fashion 10
2.4. The Lingerie Market 10
2.5. Sustainable Lingerie 12
2.6. Social Media Channels in Taiwan 14
3. Products and Services 17
3.1. Eco-friendly Lingerie 18
3.2. Clinic Service 19
3.3. The Environmental Impact 20
3.4. The Social Impact 20
4. Business Model Analysis 22
4.1. Customer Segments 22
4.2. Value Proposition 22
4.3. Channels 23
4.4. Customer Relationships 24
4.5. Revenue Streams 24
4.6. Key Resources 24
4.7. Key Activities 25
4.8. Key Partners 26
4.9. Cost Structure 26
5. Marketing Plan and Sales Strategy 28
5.1. Competitors Analysis 28
5.2. SWOT Analysis 29
5.3. PESTEL Analysis 30
5.4. Porter’s Five Forces Analysis 35
5.5. Competitive Advantages 37
5.6. Customer Analysis 38
5.6.1. Customer Empathy Map 38
5.6.2. Customer Journey Map 39
5.7. Positioning 40
5.8. Marketing Mix 42
5.8.1. Product 42
5.8.2. Price 43
5.8.3. Place 44
5.8.4. Promotion 44
6. Operation, Management and Organizational Structure 47
7. Financial Plan 49
7.1. Startup Expenses 49
7.2. Wages and Salaries 50
7.3. Sales Forecast 51
7.4. Pro Forma Income Statement 53
8. Reference 54
9. Appendix 61
zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933029en_US
dc.subject (關鍵詞) 時尚產業zh_TW
dc.subject (關鍵詞) 環境與社會影響zh_TW
dc.subject (關鍵詞) 永續內衣zh_TW
dc.subject (關鍵詞) 道德品牌zh_TW
dc.subject (關鍵詞) 香港設計師zh_TW
dc.subject (關鍵詞) fashion industryen_US
dc.subject (關鍵詞) environmental and social impacten_US
dc.subject (關鍵詞) sustainable lingerieen_US
dc.subject (關鍵詞) ethical branden_US
dc.subject (關鍵詞) Hong Kong designeren_US
dc.title (題名) Cat.sus:一個台灣永續時尚內衣品牌的誕生zh_TW
dc.title (題名) Cat.sus: My sustainable lingerie brand in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 8. Reference
Asiallians. (2019, Jul 26). Taiwan Legal Update: New Draft Bill For Workers Over 65 & The Industrial Upgrade And Innovation Platform Coaching Program. Retrieved from Asiallians: http://asiallians.com/zh-hans/taiwan-legal-update-amendments-factory-management-act-taiwan-france-fintech-agreement-2/
Central News Agency. (2020, Jan 24). Office rent in Taipei expected to rise over next 3 years. Retrieved from Taiwan News: https://www.taiwannews.com.tw/en/news/3863744
Deloitte. (2020, Jan). International Tax Taiwan Highlights 2020. Retrieved from Deloitte: https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Tax/dttl-tax-taiwanhighlights-2020.pdf
F.F.I.A. (n.d. (a)). MEMBER. Retrieved from 台灣流行時尚產業聯盟: https://www.ffia.org.tw/cht/member.php
F.F.I.A. (n.d. (b)). Wu Tong Lace. Retrieved from 台灣流行時尚產業聯盟: https://www.ffia.org.tw/cht/member_pro_detail.php?s=135
Globe Newswire. (2020, Oct 28). Sustainable Fashion Market Analysis Shows The Market Progress In Attempt To Decrease Pollution In The Global Ethicalfashion Market 2020. Retrieved from Globe Newswire: https://www.globenewswire.com/news-release/2020/10/28/2116073/0/en/Sustainable-Fashion-Market-Analysis-Shows-The-Market-Progress-In-Attempt-To-Decrease-Pollution-In-The-Global-Ethicalfashion-Market-2020.html
Good On You. (2020, Aug). Guide to the Good On You Brand Rating System. Retrieved from Good On You: https://goodonyou.eco/wp-content/uploads/2020/08/Good-On-You-Brand-Rating-System-August-2020-1.pdf
Good On You. (n.d.). Good On You. Retrieved from FAQ: https://goodonyou.eco/faqs/
Grand View Research. (2019, Jun). Lingerie Market Size, Share & Trends Analysis Report By Type (Brassiere, Knickers), By Distribution Channel (Multi Brands Stores, Online), By Region, And Segment Forecasts, 2019 - 2025. Retrieved from Grand View Research: https://www.grandviewresearch.com/industry-analysis/lingerie-market
H, K. (2019, Oct 16). DEADSTOCK: PROS, CONS & SUSTAINABILITY. Retrieved from Synzenbe: https://www.synzenbe.com/blog/deadstock-pros-cons-sustainability-904/904
Lai Lin Thomala. (2020, Feb). Penetration of leading social networks in Taiwan as of 3rd quarter 2019. Retrieved from Statista: https://www.statista.com/statistics/295611/taiwan-social-network-penetration/
Learn from Data. (2019, Nov 25). Taiwan Population Pyramid (1950 - 2019). Retrieved from YouTube: https://www.youtube.com/watch?v=cRVzBl6yDS0
Marci, K. (2020, Feb 12). The lingerie market explained in 7 charts. Retrieved from EDITED : https://edited.com/resources/lingerie-market-2/
Market Watch. (2020, Aug 19). Report on Online Lingerie Market 2020 Contains Size, Gross Margin, Revenue and Trends Forecast Report 2024. Retrieved from Market Watch: https://www.marketwatch.com/press-release/report-on-online-lingerie-market-2020-contains-size-gross-margin-revenue-and-trends-forecast-report-2024-2020-08-19
McFall-Johnsen, M. (2019, Oct 22). The fashion industry emits more carbon than international flights and maritime shipping combined. Here are the biggest ways it impacts the planet. Retrieved from Business Insider: https://www.businessinsider.com/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019-10
Mordor Intelligence. (2019). LINGERIE MARKET GROWTH, TRENDS, AND FORECASTS (2020 - 2025). Retrieved from Mordor Intelligence: https://www.mordorintelligence.com/industry-reports/lingerie-market
Morgan, S. (2018, Nov 26). Taiwan government awards eco-friendly firms. Retrieved from Taiwan News: https://www.taiwannews.com.tw/en/news/3583727
Nosto. (2019, Oct 11). 10 Stats that Reveal How Consumers Feel About Sustainability in Retail. Retrieved from Nosto: https://www.nosto.com/blog/10-stats-consumers-sustainability-retail/
Rao, P. (2019, Dec 24). Battling the damaging effects of ‘fast fashion’. Retrieved from United Nations: https://www.un.org/africarenewal/magazine/december-2019-march-2020/battling-damaging-effects-%E2%80%98fast-fashion%E2%80%99
Research Report Insights. (2018, Apr). Lingerie Market: Global Research Report Analysis, size, sales and Forecast by 2024. Retrieved from Research Report Insights: https://www.researchreportinsights.com/report/26/lingerie-market-global-research-report-analysis-size-sales-and-forecast-by-2024
Seeing Taiwan Girls. (n.d.). About Seeing Taiwan Girls. Retrieved from Seeing Taiwan Girls: https://www.facebook.com/SeeingTaiwanGirls/about
Shahbandeh, M. (2020, Sep 01). Statista. Retrieved from Lingerie market value worldwide from 2018 to 2025: https://www.statista.com/statistics/720288/lingerie-retail-market-value/
Sikora, J. (2020, Feb 05). Deadstock fabrics: Are they a sustainable option? Retrieved from Medium: https://medium.com/glami-eco/deadstock-fabrics-are-they-a-sustainable-option-867c4afaa662
SMEA. (2019, Nov). White Paper on Small and Medium Enterprises in Taiwan, 2019. Retrieved from SMEA: https://book.moeasmea.gov.tw/book/doc_detail.jsp?pub_SerialNo=2019A01640&click=2019A01640#
Soma. (n.d.). SOMAINNOFIT Bra. Retrieved from Soma: https://www.soma.com/store/product/SOMAINNOFIT-Bra/570260108?color=001
Su, S. (2020, Feb). Less Is More Protecting Nature with Sustainable Fashion. Retrieved from New Southbound Portal: https://nspp.mofa.gov.tw/nsppe/news.php?post=170718&unit=410&unitname=Stories&postname=Less-Is-More:-Protecting-Nature-with-Sustainable-Fashion
Taiwan Panorama. (2019, Sep 16). Waste Fabric in Fashion: Coexisting with Nature for a Beautiful Environment. Retrieved from Taiwan Panorama: https://nspp.mofa.gov.tw/nsppe/news.php?post=161863&unit=410&unitname=Stories&postname=Waste-Fabric-in-Fashion:-Coexisting-with-Nature-for-a-Beautiful-Environment
Technavio. (2018, Jul 06). Global Intimate Apparel Market 2018-2022| Key Factors Driving Market Growth| Technavio. Retrieved from Business Wire : https://www.businesswire.com/news/home/20180706005362/en/
The Business Research Company. (2020, Dec). Ethical Fashion Market - Segmented By Product (Organic, Man-Made/Regenerated, Recycled, Natural), By Type (Fair Trade, Animal Cruelty, Eco-Friendly, Charitable Brands), By End-User (Men, Women, Kids) & By Region, Global Opportunities & Strategies To 2023. Retrieved from The Business Research Company: https://www.thebusinessresearchcompany.com/report/ethical-fashion-market
The Insight Partners. (2020, Jul). Asia Pacific Womens Lingerie Market Forecast to 2027. Retrieved from The Insight Partners: https://www.theinsightpartners.com/reports/asia-pacific-womens-lingerie-market/
Trading Ecnomics. (2021, Jan). Taiwan Consumer Confidence. Retrieved from Trading Ecnomics: https://tradingeconomics.com/taiwan/consumer-confidence
Trading Economics. (2020, Dec). Taiwan Minimum Monthly Wage. Retrieved from Trading Economics: https://tradingeconomics.com/taiwan/minimum-wages
Trading Economics. (n.d.). Retrieved from Trading Economics: https://tradingeconomics.com/
Tzu-ti, H. (2020, Aug 05). Taiwan sees record-breaking life expectancy of 80.9. Retrieved from Taiwan News: https://www.taiwannews.com.tw/en/news/3980979
Wacoal. (n.d.). 3D AI體型檢測. Retrieved from Wacoal: http://event.wacoal.com.tw/ProcEvent/E20191112/DefaultA.aspx
Wolfe, I. (2020, Nov 12). Sustainable Bras and Bralettes to Support You and the Planet. Retrieved from Good On You: https://goodonyou.eco/sustainable-bras/
Workforce. (2019, Nov 17). 2020年勞健保保費及勞退提繳費用對照表. Retrieved from Workforce: https://twworkforce.com/2019/11/17/3in1/
World Innovation College. (2019, Aug). Popularity of Television is shrinking. Line Has Become the Favorite Media of the Public. Retrieved from Far Eastern Magazine: https://magazine.feg.com.tw/magazine/en/magazine_detail.aspx?id=11387
World Population Review. (2020). Taiwan Population 2020 (LIVE). Retrieved from World Population Review: https://worldpopulationreview.com/countries/taiwan-population
Worldometer. (2020, Nov 17). Taiwan Population (LIVE). Retrieved from Worldometer: https://www.worldometers.info/world-population/taiwan-population/
zeczec. (2020). 『00褲』. Retrieved from zeczec: https://www.zeczec.com/projects/picupi_00
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dc.identifier.doi (DOI) 10.6814/NCCU202100157en_US