本研究在探討服飾業的行銷策略，服飾業的生命週期是非常短的，生命週期的長短對產業的行銷策略帶來的影響。市場區隔的方式有很多，能區隔出來的市場也很多，服飾業也亦然。我們嘗試找出三種不同的市場區隔劃分，分別在這個市場劃分中找出帶不同的服飾品牌。並對品牌做案例分析，分別是Burberry、Tommy Hilfiger和Uniqlo。
介紹完三家不同區隔的品牌之後，利用案例分析，將品牌經過資料統整分析以STP行銷策略整理出它們在市場區隔、目標行銷、市場定位上的特性，接著以4P的面向去進行產品、價格、通路和推廣的個案整理，再利用 SWOT 分析找出該品牌的優勢、劣勢、機會和威脅，並且找出威脅和劣勢，面對威脅和劣勢又該如何去改善並統整出三家服飾業的差異與比較。最後把三家品牌的行銷策略整理出來。

In this research, I exploring the marketing strategy of the apparel industry. The life cycle of the apparel industry is very short, and the length of the life cycle has an impact on the industry's marketing strategy. There are many ways to separate markets, and there are many markets that can be separated, as is the apparel industry. We try to find three different market segments, and find different clothing brands in this market segment. And do case analysis of brands, Burberry, Tommy Hilfiger and Uniqlo.
After introducing the three brands of different segments, we analyze the brand data and use STP marketing strategies to sort out their characteristics in market segmentation, target marketing, and market positioning, and use the 4P orientation then use SWOT analysis to find out the advantages, disadvantages, opportunities and threats of the brand, and find out the threats and disadvantages, how to improve and unify the three apparels in the face of threats and disadvantages Industry differences and comparisons. Finally, the marketing strategies of the three brands are sorted out.

第一章 前言	1
第二章 文獻探討及品牌介紹	3
2.1找出三種市場區隔劃分	5
2.2三家品牌的背景介紹	7
2.2.1 Uniqlo	7
2.2.2 Tommy Hilfiger	12
2.2.3 Burberry	14
2.3 三家品牌層級區別	21
2.3.1 Uniqlo	21
2.3.2 Tommy Hilfiger	21
2.3.3 Burberry	22
2.4三種品牌行銷策略之觀察與探討	23
第三章　繼ＳＴＰ下的４Ｐ行銷策略	24
3.1ＳＴＰ策略	24
3.2 ４Ｐ策略	24
3.3三家品牌ＳＴＰ及４Ｐ行銷策略	25
3.3.1. Uniqlo	25
3.3.2 Tommy Hilfiger	29
3.3.3 Burberry	33
第四章 利用SWOT 找出品牌威脅和劣勢	38
4.1 SWOT	38
4.2三家公司的SWOT分析	39
4.2.1 Uniqlo	39
4.2.2 Tommy Hilfiger	41
4.2.3. Burberry	42
第五章 三家品牌行銷策略的差異及比較	44
第六章 結論及未來討論	47
6.1 結論及研究貢獻	47
6.2 未來討論	49
參考文獻	50

圖目錄
圖2.1 Uniqlo LOGO 	9
圖2.2 Uniqlo SPA 流程圖	10
圖2.3 Tommy Hilfiger LOGO	14
圖2.4 Burberry　LOGO	21
圖2.5 Uniqlo上衣和褲子 	21
圖2.6 Tommy Hilfiger上衣和褲子	22
圖2.7 Burberry上衣和褲子	22

表目錄
表2.1 Burberry 品牌歷史發展 	16
表5.1三家品牌行銷策略比較表格	46

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二、網路文獻
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