Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/25191
標題: 精品消費者購買行為之研究: 以ARMANI品牌為例
Consumers’ Purchase Behavior of Boutique: A Case Study of ARMANI Brand
作者: 何崇照
Chung-Chao, HO
關鍵字: 精品
luxury products
消費者行為
購買意願
購買動機
行銷策略
consumer’s behavior
purchase intention
purchase motive
marketing strategy
出版社: 高階經理人碩士在職專班
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摘要: 隨著「M型社會」的來臨,精品市場依然展現穩定成長及經濟規模,顯示這是一個非常值得研究的領域。如何在精品消費市場獲取優勢地位,消費者決定一切,而大環境改變,消費者購買行為是否也跟著改變,是本篇研究的重點。 本研究以領導品牌ARMANI為個案探討,瞭解該品牌在精品市場獨領風騷三十九年之堂奧,同時參考理論進行實證分析,本研究動員許多人力、物力及時間,深度訪談精品消費者共300位,相當不易取得194份有效問卷,並特別加入深度訪談從事精品業超過二十年以上經驗之從業人員,希望更客觀找出現今社會影響購買意願的重要因素,為精品業者提供行銷策略之擬訂,依據訪談及實證分析的結果,提出以下幾點建議:。 1.產品本身應重視創新以及風格特色的呈現,對於中階消費者及年 輕族群成為精品銷售主力的消費趨勢下,推出更具象徵意義及年輕化設計系列副品牌,讓相對較平價的入門款,也能有頂級品牌的光環,吸引這些新奢華世代的追求者。 2.重視品牌形象:塑造企業品牌理念、價值觀與獨特主張,結合企業社會責任,定位自己在CSR的利基,結合多方力量,發揮影響力、提升社會發展,達成回饋社會與永續發展的目標。 3.做好核心消費者的服務:特定族群消費者對特定品牌有一定的認知及情感,因此原本的經典頂級與限量商品,需更用心的在店上陳列銷售,讓金字塔頂端的客群不致流失。 4.利用附加價值層面:科技生活已朝全面連結,善用科技整合串聯起關聯產業與消費者之間,為消費者提供了愉悅、便利的空間和條件去迎合消費者的需求。 5.善用CRM顧客關係管理:有效管理既有顧客,善用顧客相關資訊進行研究分析,提供企業未來開發產品或服務等行銷策略擬定。
As M-shaped society has come, the market of luxury brand products grows stably, and forms a large economic scale. This is a domain worthwhile to research. Getting an advantageous position in the consuming market of luxury products is completely decided by consumers. Since the overall environment has changed, does a consumer’s purchase behavior has changed, too? This is the focal point which this article wants to research. This was a case study on the brand name of ARMANI. This article wanted to understand the deeply hidden secret why this brand name could stand out among others in the luxury product market for 39 years. A positive analysis was conducted after the theories were consulted. It took a lot of manpower, material resources and time for this research. Total 300 luxury-product consumers were deeply interviewed. It was not easy that 194 valid questionnaires were received. This in-depth interview also included the practitioners who were engaged in luxury products business over 20 years. It was expected that the important factors which affected purchase intensions in present society could be objectively found. These important factors could be used as reference when the luxury product sellers designed their marketing strategies. According to the interview and a positive analysis, following points were suggested: 1. For the product itself, it is necessary to pay much attention to innovation, and let the product has its own character. For selecting a main force to sell the luxury products to the middle class consumers and the young population, it is better to launch a sub-brand of product designed with symbolic meaning and young image. Let the relatively masstige introductory products have a good reputation like top brands, and attract the pursuers of the luxury generation. 2. Value the brand image: set up an ideal, values and unique characters for an enterprise’s brand name. Integrate corporate social responsibility to position self’s niche. Combine powers in many ways to boost the influence, promote the development of the society, feedback our society and achieve the goal of sustainable development. 3. Good service to core consumers: Consumers of specific population have a certain degree of cognition and feeling to a specific brand name. Therefore, it is necessary to display the classical, top grade and limited products in the store more mindfully so as not to lose the pyramid-top customers. 4. Application of added value: a technology life moves toward a total integration. Make good use of technology. Integrate correlative industries with consumers. Provide the consumers with pleasant and convenient spaces and conditions to meet customer needs. 5. Make good use of customer relationship management (CRM): effectively manage the existing customers. Properly use customer-related information for analysis and research. Provide the enterprises with the research finding when they build their marketing strategies on developing new products or services in the future.
URI: http://hdl.handle.net/11455/25191
其他識別: U0005-2908201310464300
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2908201310464300
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