A Study on the Marketing Strategy Analysis of Children’s Wear in Taiwan―A Case Study of PUZZLE Children’s Wear

• Main Authors: Chou, Xiao-Chan, 周曉嬋
• Other Authors: Lee, Wee-Keng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/w6wm56

碩士 === 亞洲大學 === 國際企業學系碩士在職專班 === 103 === The price and the quality are in direct proportion of apparel market, resulted from the trend of fewer children, there is no boundary of kids garments business opportunity and sprung up like mushrooms since 1990. For this reason,many international brands have set up in Taiwan,facing those strong enemies, how to Taiwanese companies maintain the quality and the innovation？ Therefore,I analysised their sales model to understanded difficult and after changing patterns of business model. This study aimed to explore Taiwanese kids garments marketing strategy, take PUZZLE for example, I collected marketing strategy , historical Analysis of kids garments market to do the qualitative Research , discuss and in-depth interview with dealer for kids garments marketing strategy. The study found that Consistent production process not only can reduce the production costs and change in time but also guarantee the the quality.PUZZLE has Original design and tean up to well-known brand to promote PUZZLE 's reputation. In addition to the sells of kids garments ,Puzzle sell adult's to increase sales.Cheap commodity price strategy displayed if quality good, good marketing to convey through its core concept, competitive channel strategy to take a new path, a path to expand the network platform helps to expand the scope of marketing; and the application of marketing strategies to increase the brand awareness.