A Study of Current Situation of Local Sportswear’s Brands in Taiwan

• Main Authors: HU, PO-KAI, 胡博凱
• Other Authors: CHEN, HUNG-YAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u97fwz

碩士 === 輔仁大學 === 體育學系碩士班 === 106 === The purpose of this study is to explore the internal and external environment, business model and marketing management of Taiwan's local sportswear brand in Taiwan. The research object is the head of four Taiwanese sportswear brands. The research method adopts semi-structured interview method. From the interview process of the four interviewees, the status of Taiwan's local sportswear brand management was obtained. The research results are as follows. The internal and external environment of the enterprise organization can be learned from the research results. The advantage of the Taiwanese local industry lies in the sound golden flow. With a complete supply chain, the weak part has two "unfinished operational mechanisms" and "human demand cannot be met". At present, the threats faced by Taiwanese operators are "economic side" and "policy side". As the main factor, the economic side, Taiwan's domestic demand market is small and the economic climate is not good, the industry can not get good feedback in the domestic demand market, the impact of the policy, the government's new manpower policy, resulting in higher personnel costs, In addition, the new business development actions of overseas brands have made the operators feel threatened. And Taiwanese consumers are not very friendly towards local brands. In terms of business model operation, the market is set up by social groups and school groups. The main benefits are the order production group apparel, and the key activities. In the production of products, Taiwanese manufacturers can be divided into two types: “have factory equipment” and “have no factory equipment”. The key lies in whether the goods are sold or not. At the same time, product development and design is also a competitive indicator, while the Taiwanese industry is mainly Take the event and training camp as a channel to pass on their value proposition to consumers through hosted or non-hosted events. In the marketing segment, Taiwanese players are aware of their market positioning and clearly avoid the retail market. In terms of channel strategy, the virtual and real channels are fully integrated with the promotion strategy, integrating the promotion of events, training camps and networks, while brand building is currently under development. In the middle stage, the late-developing brand players are relatively brand-oriented. Although the brand's volume is not as large as the international brands, the products, integration, marketing, price, and promotion strategies are clear, and the appropriate channels are established to establish good relationships with customers.