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服飾業自創品牌之關鍵成功因素探討—以褲子大王為例 = A Study o...

國立高雄大學高階經營管理碩士在職專班(EMBA)

服飾業自創品牌之關鍵成功因素探討—以褲子大王為例 = A Study of the Key Success Factors of Original Brand Manufacturing(OBM)-The Case of Pants Kingdom

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of the Key Success Factors of Original Brand Manufacturing(OBM)-The Case of Pants Kingdom
作者:	楊政城,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	105葉圖，表格 : 30公分;
標題:	服飾業
標題:	Clothing industry
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/66102193104497167000
附註:	參考書目：葉82-88
摘要註:	近年來台灣服飾市場已趨於成熟，且由於國際貿易市場的開放，許多國際知名服飾品牌也紛紛進入台灣的服飾市場，在市場競爭激烈的情形下，品牌經營變得相當重要，國內業者也都朝創立自有品牌邁進。因此本研究針對國內的服飾自創品牌—Pants Kingdom，透過SWOT分析，以及問卷調查所取得的13位專家及142位顧客樣本，探討個案公司之經營現況、經營之關鍵成功因素、以及未來前進大陸市場的經營模式。研究結果顯示：個案公司之顧客主要以中年男性為主，且顧客對於個案公司之產品與服務的滿意程度皆達顯著滿意水準，其中又以服務品質可靠性構面的滿意程度最高，因此本研究認為「最佳的服務可靠性—服務值得信賴」為個案公司經營之關鍵成功因素；而透過重要—績效矩陣分析結果發現，「產品的尺寸齊全」與「產品的材質良好」兩項顧客需求品質項目為優先改善的重點項目，意即其雖已有良好的表現，但仍有改善的空間。根據研究結果與發現，本研究最後針對個案公司仍需改善的項目，以及前進大陸市場發展擬定出相關且具體的建議，作為個案公司經營之參考。 The clothing market of Taiwan has been fully developed recently. Owing to market opened to other country, many internationally well-known brands make an entry into the clothing market of Taiwan. Under the competitive condition, the branding management has become much significant. The domestic dealers of clothing industry also begin the founding of their own branding. This research on Pants Kingdom (the owing branding and manufacturing of clothing industry in Taiwan) is to discuss the business status of Pants Kingdom, key successful factors of management and the business models of entering China’s market in the future. The research is analyzed by SWOT and by the questionnaire obtained from the samples of 13 experts and 142 customers. The research in this case shows that the main customers are middle-age males. The customers show the remarkable satisfaction with the products and the services, which goes beyond the level of standard of satisfaction. Among these, the quality of services is the most satisfying part for its reliability. Therefore, the research views “the reliability on the best services- the truth-worthy services” as the key successful factor in the management of the PK Company. Through the Performance Matrix Analysis, the result shows that “the full size range of the products” and “the good material products” have the priority over the improvement on the quality of customers’ need. Though Pants Kingdom has good performance in the products, there are still more improvements for Pants Kingdom to make. According to the outcome of the research, this study at the end makes specific suggestions to the PK Company for the improvement on the items and the development toward China market.

服飾業自創品牌之關鍵成功因素探討—以褲子大王為例 = A Study of the Key Success Factors of Original Brand Manufacturing(OBM)-The Case of Pants Kingdom
楊, 政城

服飾業自創品牌之關鍵成功因素探討—以褲子大王為例 = A Study of the Key Success Factors of Original Brand Manufacturing(OBM)-The Case of Pants Kingdom / 楊政城撰 - [高雄市] : 撰者, 民100. - 105葉 ; 圖，表格 ; 30公分.
參考書目：葉82-88.
服飾業Clothing industry

服飾業自創品牌之關鍵成功因素探討—以褲子大王為例 = A Study of the Key Success Factors of Original Brand Manufacturing(OBM)-The Case of Pants Kingdom
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