台灣女性內衣企業發展自有品牌之經營模式研究

• Main Authors: Yi-ling Chen, 陳怡伶
• Other Authors: Dong-shang Chang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/72640700933557646047

碩士 === 國立中央大學 === 企業管理研究所 === 98 === It was not until year 2007 the two leading lingerie brand of Taiwan – Wacoal and Triumph, lost their market share dramatically. During year 2007, numerous “Europe-originated” or “European style” brands entered into the market and stroked the two leading brands’ annual market share ever since. This study investigates the phenomenon mentioned above, figuring out the business models and the feasibilities that lingerie enterprises of Taiwan can apply to, as registering their own brand in countries of origins of lingerie main stream brands. The thesis uses case study method. After selecting a few cases, it begins interviewing and collecting the resources relevant, all of which is to discuss the business model and its feasibility. The result indicates that (1) companies with own brand operating experiences will regard the business model as a high feasible one, and (2) all the companies in the study see France as the country of origin of lingerie brand, no matter the company operates as a distributor or a manufacturer.