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題 名 | 服飾真品平行輸入之消費行為研究--以品牌USNS為例=A Study on the Consumer Behavior of Gray Market Attires--for USNS |
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作 者 | 陳宏龍; 申屠光; 牟雋月; | 書刊名 | 華岡紡織期刊 |
卷 期 | 6:3 1999.09[民88.09] |
頁 次 | 頁268-280 |
分類號 | 488.9 |
關鍵詞 | 真品平行輸入; 水貨; 消費行為; 服飾; Parallel importation; Gray market goods; Consumer behavior; Attire; |
語 文 | 中文(Chinese) |
中文摘要 | 由於服飾產業在國際行銷競爭激烈,運輸、資訊及國際貿易的發展,加上流通方式的改變與快速反應的需求,使得服飾國界的限制逐漸模糊,真品平行輸入便成為市場上熱門且新興的行銷模式。鑑於真品平行輸入在服飾產業上逐漸形成,造成市場重大的變革,為明瞭該種方式的市場形態,本研究以消費者為研究對象,利用其滿意度評價,進行分析顧客對服飾代理商與服飾平輸商間之滿意度差異,除了藉以明瞭服飾代理商與平輸商行銷策略之異同點外,更可進行代理商與平輸商間之優、缺點分析,供其作為策略改善資訊,以增進商品的行銷管道與提昇服飾代理商、平輸商的競爭力,促進顧客服務水準,使消費者能獲得更佳的服務,產生良性競爭態勢,並藉此提昇臺灣行銷市場的國際化,以因應二十一世紀的行銷新紀元。 |
英文摘要 | For international costume industries in a sharp competition by the transportation and trading effects as well as the quick response, its break out of the countries boundary of each nation. The parallel importation has become a new and popular model of marketing behavior. Due to the parallel importation appearing gradually in costume industries, there is a big change to theirs marketing. This study takes consumers' behavior as the researches to analyze the consumers' differences between the costume agent and the dress parallel import companies. In addition to figuring out the differences of marketing method between the costume agent and the trading companies, we take the analysis on advantages and disadvantages between the agent and the trading companies. We can offer the results to ameliorate their artifice. That can not only enlarge the marketing ducts of foods, but also increase the competition, which between the costume agent and the trade companies, to promote theirs services. All of this could meet consumers' standard and accord the new marketing for 21 century. |
本系統中英文摘要資訊取自各篇刊載內容。