從體驗價值架構看香奈兒精品經營模式

• Main Authors: 蔡文, Wen, Tsai
• Language: 中文
• Published: 國立政治大學
• Subjects: 體驗價值; 創新與藝匠精神; 風格與流行; Experience Value; Creativity and Craftsmanship; Style and Fashion
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0094932031%22.

從體驗價值架構看香奈兒精品經營模式，研究動機是基於金融危機之下，檢示對奢華產業策略及執行力的衝擊，並透過體驗價值的架構，了解香奈兒精品持續成功的要素。 研究的目的在了解香奈兒的經營策略，並以體驗價值分析香奈兒的創新能力及藝匠精神。 研究的流程除了探討相關的經營策略外，並試圖定義什麼是精品產業。透過香奈兒精品個案予以驗証，並以深度訪談方式，進一步歸納個案的發現，最後做出結論。 節略研究的發現，可分為從經營的角度及從體驗價值的角度分別展開。 從經營的角度，可發現香奈兒的經營準則與價值是： 1. 重視長期的品牌價值增加，而非每年的盈利多寡。 2. 品牌對消費者保持距離。 3. 銷售夢想。 4. 對創新者的推崇。 5. 產地來源的重要。 6. 不做副牌。 7. 不併購它牌。 8. 股票不上市。 從體驗價值則是從五種感官進行分析及結論： 1. 從感覺性體驗價值 (sense)。 2. 從情緒性體驗價值 (feel)。 3. 從知性體驗價值 (think)。 4. 從行動性體驗價值 (act)。 5. 從關聯性體驗價值 (related)。 透過兩種角度的觀察分析，研究的結論可歸納如下： 1. 品牌擁有者與專業經營者在人格特質上的互動。 2. 形塑品牌與體驗價值間距的縮小。 3. 形象的月暈效應對產品線廣度擴大的幫助。 4. 各功能性政策與執行的一致性。 最後建議可節略如下： 1. 創業者的體驗價值需轉化成目標消費者的體驗價值。 2. 體驗價值的豐富化及深度化。 3. 策略與執行的一致性。 4. 專注本業。 5. 堅持度過景氣循環及時尚循環。 6. 產地來源對精品的重要性。 === The motivation to study Chanel strategy and management is wish to understand a company like Chanel to survive from worldwide finance crisis and still can execute its policy. Through Theory of Experience Value to understand better what element to make Chanel succeed. The purpose of study is to understand business strategy of Chanel and use Theory of Experience Value to know the creativity and craftsmanship of the company. The procedure of the study will review not only the business strategy of Chanel, but also to define what luxury industry is and through Chanel as a sample to verify. The case study will use deep interview to find out conclusion. The study is examined through two angles, one is examine case through traditional business management, and one is through Theory of Experience Value. From examine Chanel through traditional business management, the study found: It is focus on enrichment of brand equity instead of just profit. Keep distance in between the brand and target consumer. Sell dream. Importance of creator and creativity. Importance of product of origin. Don’t build sub-brand Do not engage merge. Do not go to public. From examine Chanel through Theory of Experience Value, the study found: Through “sense” to explore relationship in between brand and target consumer. Through “feel” to explore relationship in between brand and target consumer. Through “think” to explore relationship in between brand and target consumer. Through “act” to explore relationship in between brand and target consumer. Through “related” to explore relationship in between brand and target consumer. The study concluded through examines traditional business management and Theory of Experience Value is: The prefect relationship in between brand owner and professional business manager. Narrowing the gap in between brand value and perceived of customer. Good image will increase the successful chance of extension of product range. Consistency in between each management function. And the suggestion from the study is: Experience Value of brand owner need to be agreed and acknowledge by target consumer. Importance of enrichment of Experience Value. Consistency in between strategy and execution. Focus. Do not follow cycle of economic and cycle of trend. Importance of product of origin.