| dc.contributor.advisor | 尚孝純 | zh_TW |
| dc.contributor.advisor | Shang, Xiao-Chun | en_US |
| dc.contributor.author (Authors) | 王瑩欣 | zh_TW |
| dc.contributor.author (Authors) | Wang, Ying-Hsin | en_US |
| dc.creator (作者) | 王瑩欣 | zh_TW |
| dc.creator (作者) | Wang, Ying-Hsin | en_US |
| dc.date (日期) | 2019 | en_US |
| dc.date.accessioned | 5-Sep-2019 15:54:58 (UTC+8) | - |
| dc.date.available | 5-Sep-2019 15:54:58 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Sep-2019 15:54:58 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0106932057 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/125578 | - |
| 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) | 106932057 | zh_TW |
| dc.description.abstract (摘要) | 奢侈品營運模式這幾年產生了巨大的數位變革，不只是品牌開始經營自己的網站並從事電子商務的運作，還有大眾市場自營網站及多品牌奢侈品電子零售商，也來爭奪市場份額。 多品牌奢侈品電子零售商為本研究的主體，以此來探究電子商務在奢侈品領域上的演進及營運。隨著電子零售商在奢侈品市場市佔率逐年增加，並持續以二位數的成長率與實體店鋪競爭，這股數位浪潮實不容小覷。而社交媒體的推波助瀾，更將年輕並有消費實力的客戶成功轉移到線上，促使實體通路省思數位進化的迫切需求。 奢侈品電子零售商的崛起，在於它們做好在每個接點流暢的轉換，以貼合客戶喜好。雖然實體店鋪的優勢如實際體驗商品及優質服務仍無法被全面取代，但電子零售商正一步步改善它們的流程來做回應，如用網路頁面編輯內容取代銷售人員功能或優化產品介紹彷若親眼目睹，到造型顧問的到府服務，已經讓親身體驗被網路平台的多元性逐步替代。 本研究先以市場概述介紹奢侈品電子零售商平台，以及他們面臨的挑戰和經營趨勢。並深入研究四個風格各具的電子零售商以策略、客戶溝通、全通路體驗、以及服務等面向為角度探討。最後整理出為何他們受消費者青睞的主因, 以及實體通路在這股數位衝擊下，應該全面從消費者需求的角度出發，逐步演變為多管道融合(Omni channel)的回應之道。最後以一男仕奢侈品牌為例，分析如何打通線上線下實現多管道融合，甚至發展成多元化平台的可行性。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題 2第三節 研究範圍 2第四節 研究流程 3第二章 奢侈品電子零售特性 4第一節 奢侈品市場特性 4第二節 電子零售市場概述 5第三節 奢侈品電子零售商平台 62.3.1電子零售商的面貌 62.3.2奢侈品電子零售商的類型 82.3.3線上奢侈品生態系中的其他零售商 10第四節 挑戰概述 102.4.1更快速交付的競爭 102.4.2通過實體接觸點與客戶建立強大的聯繫 112.4.3銷售奢侈品配件 12第五節 奢侈品電子零售商平台經營趨勢 152.5.1品牌策略 152.5.2客戶溝通 162.5.3不斷改善的物流和配送服務 172.5.4消費者體驗 172.5.5數位行銷趨勢 182.5.6網紅勢力崛起 212.5.7客戶服務 23第三章 研究方法 25第一節 研究對象 253.1.1 24 Sè vres 253.1.2 Farfetch 263.1.3 ModaOperandi 263.1.4 Net-A-Porter 26第二節 資料蒐集 27第三節 資料分析 28第四章 個案研究 - 精品線上零售商面貌 29第一節 24Sè vres 294.1.1品牌策略 294.1.2客戶溝通 334.1.3 用戶體驗 344.1.4全通路體驗 364.1.5服務 37第二節FARFETCH 384.2.1品牌策略 384.2.2客戶溝通 404.2.3用戶體驗 424.2.4全通路體驗 444.2.5服務 45第三節 Moda Operandi 464.3.1品牌策略 464.3.2客戶溝通 494.3.3用戶體驗 504.3.4全通路體驗 514.3.5服務 52第四節 NET-A-PORTER 534.4.1品牌策略 534.4.2客戶溝通 564.4.3用戶體驗 584.4.4全通路體驗 594.4.5服務 61第五章 交叉分析 63第六章 結論與建議 66第一節 結論 66第二節 建議 68參考文獻 74 | zh_TW |
| dc.format.extent | 3631931 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0106932057 | en_US |
| dc.subject (關鍵詞) | 奢侈品電子零售商營運分析 | zh_TW |
| dc.subject (關鍵詞) | 營運模式 | zh_TW |
| dc.subject (關鍵詞) | 多管道融合 | zh_TW |
| dc.subject (關鍵詞) | 多元化平台 | zh_TW |
| dc.subject (關鍵詞) | 快速交付 | zh_TW |
| dc.subject (關鍵詞) | 線上銷售 | zh_TW |
| dc.subject (關鍵詞) | An analysis of luxury e-retailers | en_US |
| dc.subject (關鍵詞) | 24 Sèvres | en_US |
| dc.subject (關鍵詞) | Farfetch | en_US |
| dc.subject (關鍵詞) | ModaOperandi | en_US |
| dc.subject (關鍵詞) | Net-A-Porter | en_US |
| dc.subject (關鍵詞) | Omni channel | en_US |
| dc.title (題名) | 奢侈品電子零售商營運分析 | zh_TW |
| dc.title (題名) | An analysis of luxury e-retailers | en_US |
| dc.type (資料類型) | thesis | en_US |
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| dc.identifier.doi (DOI) | 10.6814/NCCU201900644 | en_US |
