The Study of International Par Dress Brand and Word-of-Mouth Marketing on Pink-Collar Group

• Main Authors: Shan-Hsiu Lin, 林珊秀
• Other Authors: Jeng-Yan Tsai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/cgvnbd

碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 103 === By more and more the International Par Dress Brands came into Taiwan, the demand for the International Par Dress is forming a rising trend for fashion field as well as setting off an unprecedented wave for general consumption. Meanwhile, the Pink Collar Group is no longer obsessed in the so-called "high-priced brands", but tends to fully show their own exclusive and unique styles with new concepts of dressing. 　Before the International Par Dress Brands stationed in Taiwan, they were known by various mass media advertisements, magazines, the Internet community and friends and/or colleagues'' words-of-mouth recommendations. Besides, the Pink Collar Group mostly purchases those clothes from surfing the Internet community or through traveling abroad in person. By means of the fashion trend and style of the International Par Dress Brands, The Pink Collar Group establishes their own relationships of society and strengthens personal unique images. 　　As we know, Facebook has been the most popular social media platform recently. Therefore, this research adopts the case study of L community to prove that interpersonal communication, information sharing and eWOM marketing through Facebook being available. Moreover, we expect to provide the pink collar group with in-depth knowledge of the corporate reputation via others’ referrals from the internet in order to re-recognized brand images and to build up a sense of trust, and then to take action to purchase.