| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 93 === In recent years, the research of branding has gained much attention in both the academic and business circles. The issues of brand differentiation and brand value creation have become even more important when the market is congested with similar product and confronts with severe price competition. Beside, brands are external and noticeable label. Through the consumption of branding products, people can obtain certain kinds of self-recognition as well as the affirmation of other people. In other words, people can express who they are through their consumption behavior toward divergent brands.
This research takes female underwear as research object. Actually, female underwear is extremely similar in appearance and material. After removing the brand labels, common populaces are unable to clearly distinguish them. The effective marketing of female underwear product will heavily rely on realizing the deep demand of consumers, so as to create meanings beyond product appearance and material.
Therefore, this research utilizes ZMET to explore female consumers’ deep thoughts and feelings on underwear, so as to develop marketing originality for female underwear products. The result shows various expected values of female consumers, includes: (1) to present personal style; (2) to experience brand-new lifestyle; (3) to catch other people’s eyes; (4) to be in a cheerful mood.
This research reveals deep thoughts and feelings of female consumers regarding their underwear. It also shows that unsatisfied requirement still exist in the market of feamle underwear. This information will be useful for underwear companies in proposing their brand marketing planning.
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