| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 汪藝絜 | zh_TW |
| dc.contributor.author (Authors) | Nuchanart Prathumwong | en_US |
| dc.creator (作者) | 汪藝絜 | zh_TW |
| dc.creator (作者) | Prathumwong, Nuchanart | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 1-Jul-2025 15:00:38 (UTC+8) | - |
| dc.date.available | 1-Jul-2025 15:00:38 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jul-2025 15:00:38 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0112933050 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157804 | - |
| 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) | 112933050 | zh_TW |
| dc.description.abstract (摘要) | 泰國的時尚產業是一個充滿活力且不斷演變的市場，受到傳統工藝與現代全球潮流的雙重影響。雖然快時尚與國際品牌在都市市場占主導地位，但對於永續與道德製造的服飾需求正日益增加。然而，泰絲與棉質服飾經常被視為傳統、正式或過時的服裝，主要由年長一代或在特別場合中穿著。因此，儘管泰國本地紡織品擁有優良品質與深厚文化意涵，年輕消費者仍偏好西式服裝而非本地製造的產品。
Nirin 致力於改變這種刻板印象，透過現代化設計重新詮釋泰絲與棉質服飾，將其轉化為適合日常穿著的時尚現代單品。我們將與年輕設計師合作，創作出新穎有趣的設計，將泰國傳統紡織品融入當代時尚潮流，使其更具吸引力，進而打動年輕世代。此外，我們也將與專注於有機泰絲與棉花生產的在地社區合作，確保我們的服飾百分之百手工製作、永續並擁有最高品質。
我們的旗艦店將於泰國曼谷開設，這裡是本地與國際時尚潮流的交匯點。曼谷的時尚市場多元，消費者越來越重視獨特設計、道德生產與永續理念。隨著慢時尚意識的興起，我們品牌有機會成為高端永續時尚領域的領導者，提供不同於大量生產服飾的優質選擇。
除了時尚，Nirin 更肩負重要的社會使命，致力於支持泰國工藝匠人與在地經濟發展。透過為紡織工匠提供穩定的工作機會，我們希望保護並傳承泰國傳統的紡織技術，讓其在現代時尚產業中佔有一席之地。透過這樣的方式，我們的品牌不僅能創造出風格獨特、品質優良的服飾，也將為泰國紡織文化的長遠永續發展做出貢獻。
Nirin 將傳統與創新相融合，重新定義泰國服飾，建立在泰國時尚市場的強勢品牌形象，同時拓展至全球永續時尚運動的舞台。 | zh_TW |
| dc.description.abstract (摘要) | Thailand’s fashion industry is a dynamic and evolving market influenced by both traditional craftsmanship and modern global trends. While fast fashion and international brands dominate urban markets, there is a growing demand for sustainable and ethically made clothing. However, Thai silk and cotton apparel are often perceived as traditional, formal, or outdated, primarily worn by older generations or for special occasions. As a result, younger consumers in Thailand tend to favor Western style clothing over locally crafted textiles, despite their superior quality and cultural significance.
Nirin seeks to change this perception by modernizing Thai silk and cotton apparel, transforming them into stylish, contemporary pieces suitable for everyday wear. By collaborating with young designers, we will create fresh and fun designs that integrate Thai textiles into modern fashion trends, making them more appealing to younger generations. Additionally, we will partner with local communities specializing in organic silk and cotton production, ensuring that our clothing is 100% handmade, sustainable, and of the highest quality.
The flagship store will be launched in Bangkok, Thailand, a hub for both local and international fashion trends. Bangkok’s fashion market is diverse, with consumers increasingly valuing unique designs, ethical production, and sustainability. As awareness of slow fashion grows, there is an opportunity to position our brand as a leader in the premium sustainable fashion sector, offering an alternative to mass-produced clothing.
Beyond fashion, Nirin has a strong social mission, to support Thai artisans and local economies. By providing stable work opportunities to textile producers and craftsmen, we aim to preserve traditional Thai textile making techniques while giving them a place in the modern fashion industry. Through this approach, our brand will not only create stylish and high quality clothing but also contribute to the long term sustainability of Thailand’s textile heritage.
By bridging tradition with innovation, Nirin aim to redefine Thai apparel and establish a strong presence in Thailand’s fashion market while expanding into the global sustainable fashion movement. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS
Chapter 1: Business Idea and Motivation 1
1.1. The Perception of Traditional Thai Silk and Cotton Clothing 2
1.2. Company Overview 4
1.3. Value Proposition: From Tradition to Trend 6
1.4. Vision, Mission, and Values 7
Chapter 2: Market Analysis 10
2.1. Market overview 10
2.2. Customer Analysis 12
2.3. Competitor Analysis 15
Chapter 3: Products and Services 18
3.1. Products 18
3.1.1. Ready to Wear Collection (Affordable & Stylish) 18
3.1.2. Made to Order Collection (Exclusive & Personalized Luxury) 18
3.2. Services 20
3.2.1. Personalized In Store Assistance 20
3.2.2. Custom Made Consultation and Assistance 20
3.2.3. After Sales Services 21
3.3. The Social Perspective: Empowering Local Artisans and Communities Through Fashion 22
3.3.1. Fair Wages & Ethical Production 22
3.3.2. Preserving Traditional Weaving Techniques 22
3.3.3. Community Development & Skill Enhancement 23
Chapter 4: Business Model Canvas 24
4.1. Key Partnerships 24
4.2. Key Activities 25
4.3. Key Resources 25
4.4. Value Proposition 26
4.5. Customer Relationships 26
4.6. Channels 27
4.7. Customer Segments 27
4.8. Cost Structure 27
4.9. Revenue Streams 28
Chapter 5: Marketing Plan 29
5.1. SWOT Analysis 29
5.1.1. Strengths 29
5.1.2. Weaknesses 30
5.1.3. Opportunities 31
5.1.4. Threats 32
5.2. Pricing Strategy 33
5.3. Marketing Goals 34
5.4. Marketing Channels & Strategies 34
5.4.1. Marketing Plan 34
5.4.1.1. "My Thai Style" Campaign 34
5.4.1.2. Magazine and Media Coverage 38
5.4.1.3. In-Store Marketing and Customer Engagement 39
5.4.1.4. One Month Pop-Up Store at Siam 40
5.4.1.5. Exclusive Event 41
5.4.1.6. Nirin’s Night 42
Chapter 6: Financial Plan 44
6.1. Initial Investment 44
6.2. Monthly Cash Flow Forecast 45
6.3. Business Viability and Growth 52
Chapter 7: Medium Term and Long Term Vision 54
7.1. Medium Term Plan 54
7.1.1. Opening a Second Store in Bangkok’s Premium Shopping District 54
7.1.2. Strengthening E-Commerce and Global Reach 55
7.1.3. Strengthening the Made to Order Section 55
7.1.3.1. Enhancing the In Store Experience 55
7.1.3.2. Expanding the Made to Order Service to Overseas Customers 56
7.1.3.3. Elevating Craftsmanship and Customization Options 56
7.1.3.4. Marketing and Promotion of Made to Order Services 57
7.2. Long Term Plan 57
7.2.1. Expanding Our Physical Store Internationally 57
Reference 61 | zh_TW |
| dc.format.extent | 30953090 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0112933050 | en_US |
| dc.subject (關鍵詞) | 時尚 | zh_TW |
| dc.subject (關鍵詞) | 現代 | zh_TW |
| dc.subject (關鍵詞) | 泰國 | zh_TW |
| dc.subject (關鍵詞) | Fashion | en_US |
| dc.subject (關鍵詞) | Thai apparel | en_US |
| dc.subject (關鍵詞) | Silk | en_US |
| dc.subject (關鍵詞) | Cotton | en_US |
| dc.subject (關鍵詞) | Modern design | en_US |
| dc.subject (關鍵詞) | Craftmanship | en_US |
| dc.subject (關鍵詞) | Bangkok | en_US |
| dc.subject (關鍵詞) | Thailand | en_US |
| dc.title (題名) | Nirin: 現代泰國時尚品牌,融合傳統與潮流 | zh_TW |
| dc.title (題名) | Nirin: Modern Thai Fashion Brand, Bridging Tradition and Trend | en_US |
| dc.type (資料類型) | thesis | en_US |
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