系統識別號 | U0002-1106201914110100 |
---|---|
DOI | 10.6846/TKU.2019.00251 |
論文名稱(中文) | 使用STEPPS進行A&F之品牌管理的研究 |
論文名稱(英文) | Brand Management of Abercrombie & Fitch By Using STEPPS |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 107 |
學期 | 2 |
出版年 | 108 |
研究生(中文) | 陳品妤 |
研究生(英文) | Ping-Yu Chen |
學號 | 606580057 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2019-06-06 |
論文頁數 | 67頁 |
口試委員 |
指導教授
-
李旭華
委員 - 楊斯琴 委員 - 陳瑞陽 |
關鍵字(中) |
Abercrombie and Fitch 品牌管理 STEPPS 時尚產業 風潮行銷 |
關鍵字(英) |
Abercrombie and Fitch Brand Management STEPPS Fashion Industry Contagious Marketing |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
由於社群網站的興起加上消費者需求變化多端和服裝流行主題變化快速,因此業者間競爭激烈,有不同的銷售策略,像是 Forever21, H&M 等快速時尚品牌的出現。然而,品牌對於消費者而言是一種表彰服務與商品來源的判斷依據,以及影響其消費行為的原因之一,由此可知,一個品牌的經營優劣對於其母企業營收佔有舉足輕重的地位。本研究以 CASE STUDY 美國國際服飾品牌 Abercrombie and Fitch為例,作為探討對象來了解作為當代服飾流行經典品牌 的 A&F ,如 何透過消費者心理來營銷自身品牌。 (本文提及的 A&F 為 整個 A&F 集團) |
英文摘要 |
Due to the rise of social media, volatile consumer demands, and rapidly-changing subjects of fashion-wear, intense competitions exist among businesses with various sales strategies, examples being the emergence of fast-fashion brands such as Forever 21 and H&M. Nevertheless, a brand, in the eyes of consumers, is the judging basis upon which services and product sources are validated. In addition, a brand is also one of the reasons that impacts consumers behavior. Hence, whether a brand is managed superbly or poorly plays a pivotal role in the revenue of its mother-corporation. This paper takes the case study of Abercrombie and Fitch Co., an American international fashion clothing retailer, as the research subject to understand how Abercrombie and Fitch, as a classic brand of contemporary fashion wear, managed to sell its own brand through consumer psychology. (The A&F mentioned below refers to the A&F Conglomerate) |
第三語言摘要 | |
論文目次 |
Table of Contents Acknowledgements........................................... I 摘要...................................................... II Abstract .................................................. III Table of Contents .......................................... IV List of Tables ............................................ VI List of Figures .......................................... VII Chapter 1 Introduction .......................................1 1.1 Background ...............................................1 1.2 Motivation ...............................................2 1.3 Purpose of Study .........................................4 1.4 Research Flow ............................................5 Chapter 2 Literature Review ..................................6 2.1 Consumer Behavior ........................................6 2.2 Fashion Industry .........................................8 2.3 Brands ................................................. 10 2.4 Brand Management........................................ 12 2.5 Brand Image ............................................ 13 2.6 Brand Equity ........................................... 14 2.7 Social Media ........................................... 19 2.8 A&F Co.-OVERALL ........................................ 19 Chapter 3 Methodology-STEPPS ............................... 23 3.1. Social Currency ....................................... 24 3.2 Triggers ............................................................ 25 3.3 Emotion ............................................................ 28 3.4 Public ............................................................ 30 3.5 Practical Value ........................................ 34 3.6 Story ............................................................ 39 Chapter 4 Case Study of Abercrombie and Fitch ............................................................ 43 4.1 The social currency of A&F ............................. 43 4.2 Triggers of A&F ........................................ 45 4.3 Emotion of A&F ......................................... 45 4.4 A&F’s Public........................................... 48 4.5 A&F’s Practical Value ................................. 49 4.6 The stories of A&F ..................................... 51 4.7 Semi-Structured Interview .............................. 52 Chapter 5 Conclusion ....................................... 58 Reference .................................................. 62 List of Tables Table 1 Consumer behavior is illustrated with 7O and 7W......7 Table 2 Human emotions are divided into four parts ..........28 Table 3 Summarize of STEPPS..................................41 Table 4 The linkage between STEPPS and Abercrombie&Fitch Co..55 Table 5 The linkage between STEPPS and Brand Management......61 List of Figures Figure 1: Aaker’s brand equity model source.................16 |
參考文獻 |
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