台灣女裝自創品牌之經營策略與消費者購買行為之研究

The Study of the Business Strategies of Self-created Brands of Lady's Clothing and the Purchasing Behavior of Customers in Taiwan

10.29984/JHGT.200809.0001

葉曾欽(T. C. Yeh)；詹雅慧(Y. H. Chan)；廖怡瑄(Y. H. Liao)；曾宇主(Y. C. Tseng)；倪琇祺(H. C. Ni)；吳愛菁(A. C. Wu)

女裝 ； 自創品牌 ； 經營策略 ； lady's clothing ； self-created brands ； business strategies

華岡紡織期刊

15卷3期（2008 / 09 / 01）

207 - 214

繁體中文

本研究主要在於台灣女裝自創品牌之經營策略與消費者購買行為之探討，依地理性質將台灣分成北、中、南及東部四個地區，以分層隨機抽樣之方式進行問卷調查，採用SPSS統計軟體進行彙整分析。透過分析目前市場上的台灣女裝自創品牌，並針對消費者進行市場調查，統計分析研究範圍內的群體，籍以掌握消費者對於服裝、品牌、品質之價值觀及概念，以及款示、價格、質料等要素的重視程度及喜好，來支援經營品牌形象以符合市場之需求，期以提供國內服飾相關、經營者及設計師之參考。

The study is to discuss the relationship between the business tactics of self-created brands of Taiwanese dress and the purchasing behaviours of consumers. A method of questionnaire has been adopted. Samples will be randomly taken from four areas of Taiwan, geographically north, south, west, and east. The statistical software system of SPSS has been used for analysis. Through surveying and analysing the opinions obtained from various consumers, the self-created brand business tactics can be better considered and supported. The study will present how consumers value dress, brand, and quality as well as their preference of style, pricing and material. The study is expected to offer a useful guide to relevant business parties and designers in Taiwan.