| dc.contributor.advisor | 邱奕嘉 | zh_TW |
| dc.contributor.author (Authors) | 李宜蓁 | zh_TW |
| dc.contributor.author (Authors) | LEE, YI-CHEN | en_US |
| dc.creator (作者) | 李宜蓁 | zh_TW |
| dc.creator (作者) | LEE, YI-CHEN | en_US |
| dc.date (日期) | 2022 | en_US |
| dc.date.accessioned | 2022-10-05 | - |
| dc.date.available | 2022-10-05 | - |
| dc.date.issued (上傳時間) | 2022-10-05 | - |
| dc.identifier (Other Identifiers) | G0109932410 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/142057 | - |
| 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) | 109932410 | zh_TW |
| dc.description.abstract (摘要) | AIR SPACE（新地國際股份有限公司），是台灣流行時尚女裝品牌，擁有全台實體門市26家店及自建官網。近年來，積極拓展海外事業，包含：馬來西亞、越南、港澳地區、歐美、澳洲等國家；隨著網路、電子商務、社群媒體興起，迎來新零售時代，對零售業帶來一波波的衝擊，該如何站穩腳步、改革轉型，才能鞏固忠實顧客。個案公司一直以來堅持台灣設計的女裝品牌，在競爭激烈的環境中，創造出專屬台灣設計的歐美辣妹風格來滿足顧客需求。本研究探討個案公司，如何以「顧客」為核心，打通線上線下，提供消費者個人化的體驗，不僅提升客流量，更培養許多忠實顧客。，尤其當業務走向全球，品牌將在地競爭力投射至全世界，如何結合既有優勢，邁向跨境之路，從而成功地拓展海外市場，亦是本研究探討的重點。 | zh_TW |
| dc.description.abstract (摘要) | AIR SPACE (AIR SPACE International Co., Ltd.) is a popular women`s fashion brand in Taiwan. It has 26 physical stores and its own official website in Taiwan, and actively expands overseas business, including: Malaysia, Vietnam, Hong Kong, Hong Kong, Macau, Europe and the United States, Australia and other countries. With the rise of the Internet, e-commerce, and social media, the arrival of the new retail era has brought waves of impacts to the retail industry. How to gain a firm foothold, reform and transform, consolidate loyal customers.This thesis is a case has always adhered to the women`s clothing brand designed in Taiwan, and believes that in the fierce competition environment, it can create European and American hot girl styles exclusively designed in Taiwan to meet customer needs.This research explores how a case company, with "customers" as the core, connects online and offline, and provides consumers with a personalized experience, which not only increases customer traffic, but also cultivates many loyal customers. In the future, when the business goes global, the brand will project its local competitiveness to the world, combine its existing advantages, and move towards a cross-border road, thereby successfully expanding overseas markets. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機 1第二節 研究問題與目的 2第二章 個案介紹 4第一節 公司與品牌介紹 4第二節 公司使命宣言與願景 6第三節 企業文化 6第四節 公司現況 7第五節 產品範圍說明 9第三章 個案分析 11第一節 市場機會 11第二節 市場規模 13第三節 OMO策略模式 13第四節 O型業模式 15第五節 商品設計管理 17第六節 供應鏈管理 18第七節 顧客滿意管理 19第八節 行銷企劃管理 20第九節口碑行銷操作 21第四章 結論與建議 24第一節 研究結論 24第二節 對實務界的建議 27參考文獻 30 | zh_TW |
| dc.format.extent | 1814962 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109932410 | en_US |
| dc.subject (關鍵詞) | 女裝 | zh_TW |
| dc.subject (關鍵詞) | 新零售 | zh_TW |
| dc.subject (關鍵詞) | 實體門市 | zh_TW |
| dc.subject (關鍵詞) | 策略計畫 | zh_TW |
| dc.subject (關鍵詞) | Clothing | en_US |
| dc.subject (關鍵詞) | New retail | en_US |
| dc.subject (關鍵詞) | Physical stores | en_US |
| dc.subject (關鍵詞) | Business plans | en_US |
| dc.title (題名) | 線上與線下整合策略佈局之個案分析 | zh_TW |
| dc.title (題名) | A Case Study on the OMO Strategy | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 網際網路1. Wendy Yeh blog 2021年就是加入時尚電商的好時機 : https://reurl.cc/Vj1jGA。2. 美國電子商務成長圖:https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/five-fifty-the-quickening | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU202201542 | en_US |
