A Study on Business Strategy of Brand Apparel Enterprises

• Main Authors: Chih Hao Liang, 梁志豪
• Other Authors: 吳忠敏
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/87ct3n

碩士 === 國立臺北科技大學 === 管理學院EMBA大上海專班 === 106 === In recent years, Taiwan’s economy has grown rapidly. Under the influence of globalization and liberalization, the development of global trade policies and the impact of tariff reduction, agents and traders have continuously introduced major apparel brands, making the apparel market a hundred controversies. The brand marketing strategy is undoubtedly an important choice to strengthen the competitive advantage. This study explores the development process of Taiwanese apparel industry business strategy and brand management.The study found that case companies shaped their competitive advantage and leveraged value network effectiveness through core strategies and resource backing to achieve resource multiplier effects. Through word-of-mouth marketing, designer team and store-oriented consumer experience, the company created “the latest and most popular” brand associations in the minds of consumers, embedding the image of high-quality apparel in customers hearts. With its mission of “fast-paced and popular”, the new business model breaks the rules of the traditional apparel industry. Through the application of information systems, we can immediately understand consumer needs and quickly respond to Japanese synchronized fashion apparel produced during the season in response to consumer demand and market trends. Using the co-operation plan, unique knowledge and skills, successfully establishing a competitive advantage that cannot be easily replaced.