奢侈品產業之經營模式研究—以G品牌為例

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题名:	奢侈品產業之經營模式研究—以G品牌為例 A Case Study on the Business Model of Luxury Goods Industry
作者:	賴念丘 Lai, Nien-Chiu
贡献者:	經營管理學系碩士在職專班
关键词:	奢侈品;個案研究;經營模式 Luxury goods;case study;business model
日期:	2019
上传时间:	2019-10-29 09:07:36 (UTC+0)
出版者:	亞洲大學
摘要:	奢侈品產業擁有很高的進入障礙，屬於資本密集，需要靠長時間建立名聲。全球金融市場的動盪，連帶也影響了奢侈品業的銷售與獲利。由於產品特性，奢侈品的賣點在於實際目睹、觸摸產品質感，與感受實體店面的氛圍與服務，過去一直以來重視在實際體驗、線下銷售與服務。然而近年來，有越來越多的奢侈品牌開啟了轉型的腳步。商店的角色將從簡單的銷售點演變為消費者參與的真正接觸點，在奢侈品因應世界與網路的潮流時，該如何成功因應是本研究想要深入了解的。本研究也想了解奢侈品牌在產品供應、溝通和參與策略以及銷售方面該如何適應年輕世代消費者的偏好。本研究歸納出四點奢侈品產業經營模式成功的關鍵要素，分別為：品牌經營、產品設計與品質、通路管理及行銷與溝通，以及結合Osterwalder, A., Pigneur, Y. (2010) 提出的經營模式，採用個案研究法研究英國G品牌珠寶品牌，以創辦人故事介紹品牌的歷史與沿革，介紹G品牌的品牌經營，最後以經營模式圖檢視目前營運模式並提出未來建議。 The luxury goods industry has high barriers to entry, is capital intensive, and needs to build a reputation for a long time. The turmoil in the global financial market has also affected the sales and profitability of the luxury goods industry. Due to the characteristics of the products, the selling point of luxury goods lies in the actual witness, the touch of the product texture, and the feeling and service of the physical storefront. In the past, we have always attached importance to the actual experience, offline sales and service. However, in recent years, more and more luxury brands have begun the pace of transformation. The role of the store will evolve from a simple sale point to a true contact point for consumer engagement, and how luxury success responds to the world and the trend of the Internet is what this study wants to investigate. The study also wanted to figure out how luxury brands can adapt to the preferences of younger generation consumers in terms of product supply, communication and engagement strategies, and sales. This study summarizes the key elements of business model: brand management, product design and quality, communication, and the business model. The case study analysis a brand jewelry brand, introduces the history and evolution of the brand with the story of the founder, and introduces the brand management of this brand.　Finally, it examines the current operating model and proposes a suggestion.
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