首頁 / 雜誌 / 產業與管理論壇 / 201803 (20:1期) / 流行時尚的專業社群網站:FashionGuide的行銷推廣方式與國際化歷程
中文篇名

流行時尚的專業社群網站:FashionGuide的行銷推廣方式與國際化歷程 免費試閱

英文篇名

Professional Fashion Social Networking Sites: The Marketing Strategies and Internationalization Process of FashionGuide

作者

陳柏元

中文摘要

在台灣,美容保養已逐漸成為全民運動,隨著科技的進步,美妝網站自然而然成為消費者獲得美妝保養資訊的重要管道。本個案介紹台灣電子商務廠商FashionGuide (FG)的創立、成長與初期國際化歷程;在創立之初,FG 即定位為提供消費者購買產品前的資訊服務專業時尚網站,透過許多行銷推廣方式,吸引消費者到網站瀏覽、發表資訊,讓FG網站成為美妝時尚專業資訊的匯集地。隨後,FG 建立「市調大隊」與「認證機制」,成為商品的最佳推薦者,讓品牌商看見FG的價值,願意開始與FG 合作。隨著FG 在台灣的成功,FG 決定進入中國大陸市場,然而有趣的是,FG 跳過熟悉的社群經營模式,改採電視方式將FG品牌推進中國大陸市場。FG在有限的資源下,運用社群經營搭配特殊的行銷推廣方式,創造獨特的競爭優勢,經營背後部分的管理原則與決策思維,可做為台灣電子商務廠商的參考。

英文摘要

Beauty care has gradually become a nationwide movement in Taiwan. Following advancements in science and technology, beauty websites have naturally become a vital source of beauty care information for consumers. This paper introduces the founding and internationalization process of a Taiwanese e-commerce firm, Fashion- Guide. At its inception, FashionGuide positioned itself as a professional fashion website that provides prepurchase information services for consumers. Through various marketing strategies aimed at attracting consumers to browse and publish information on their website, FashionGuide has become a hub for professional beauty and fashion information. Subsequently, FashionGuide established a market research taskforce and an approval mechanism, which have proved to be optimal for product endorsement, enabling brands to determine the value of FashionGuide and motivating them to collaborate with this e-business. Following its success in Taiwan, Fashion- Guide sought to penetrate the Chinese market. Notably, FashionGuide shifted from its social network business model to television for brand promotion in China. Under limited resources, FashionGuide coupled social networks with novel marketing strategies to derive a unique competitive advantage. Themanagement principles and strategic decision-making processes underlying the success of FashionGuide may serve as a reference for e-commerce firms in Taiwan.

關鍵詞

行銷推廣策略國際化電子商務marketing strategyinternationalizatione-commerce

刊名

產業與管理論壇

期數

201803 (20:1期)

起訖頁

058-074

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342018032001003  複製DOI   DOI查詢

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