服飾產品之電商通路管理與策略研究--以Ｘ品牌男裝襯衫為例

Abstract

從1990年代網路正式對外公開到今日，不到30年的時間，消費者在快速改變許多的生活習慣，從紙本到e化，從電腦到智慧行動裝置，從實體市場交易到電子商務的興盛，所有的行為完全與過往不同，而即將來到的全數位生活型態，相信也會成為顛覆傳統的重大衝擊，應對這樣的巨變環境，不論是個人或是企業，都希望能轉換改變為商機，也越來越多的實體企業投入電子商務的領域，希望能藉由不同過往的銷售平台，讓市場重新洗牌，然而面對多元化的電子商務平台，該如何進入市場，用怎樣的方式進入市場，公司後勤單位對於數位市場快速變動的回應能力，每一個環扣都影響著電子商務發展的成效，本論文的目的是，由行銷的角度檢視實體企業進入電子商務的經營策略，並且以X品牌男裝為個案，研究品牌商應如何運用電子商務購物平台進行市場區隔與差異化；不同電子商務平台的行銷溝通可能會如何影響其會員的消費行為；品牌商的組織結構對電子商務推廣的應如何管理創新。Customer’s ordinary lifestyle has change rapidly in less than thirty years since 1990, beginning of public internet era. From hard copy to E-management、Personal computer to smart devices、traditional market trade to the rise of E-commerce; All the behaviors are completely different than the past. Comprehensive digital life is going to be the most overthrowing and influential impact in the nearly future. In order to deal with the upcoming environment change, either a person or a corporation is aiming to make profit from the transformation of business model. There are plenty of people are invest into the E-commerce nowadays. People are looking forward for possible opportunities by using market strategies via this different trading platform. Moreover, it’s also a tough challenge that related to company’s operation branch and their capability of digital market reactions; in order to be successful in E market. There are lots of key element would determine the result for digital market. In this research paper, I’m going to introduce the business strategies of E commerce by marketing aspect. In addition, I will share a case study of a men’s wear company as well. I will break down the method steps by steps about how to use E-commerce platform to distinguish market differentiations. How does E-commerce leading to communicate to their members and potential consumers in order resulting in advantages for business? Also, I will discuss more about innovation and organization of e-com management as a brand corp.