| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 95 === Along with the economic globalization, brand has much influence power than before, and also the main reason that the luxury-goods industry creates a stable earning and profit.The special brand image not onlyhas the higher price ability and the customer loyalty, but also can use the brand strategy to make stronger market, and reduce risk of entire new market.
In addition, the present market is dominated by distribution factors greatly, i.e., manufacturers are not main characters. The manufacturers and retail have no more in competitive relationship,. They become the partner. And consumer''s consciousness gained ground, nowadays is by the customer primarily market, manger should put customer in the first place and follow customer’s hear. Therefore the manufacturers must through brand strategy, make good channel strategy and perfect competitive strategy to promote the whole brand performance and reach the goal to make a profit.
On the basis of the analytical framework and the developed operational model via LISREL8.71, the data which earings are NT:45000 collected from questionnaires survey in Taipei to carry out the empirical test.
Main empirical findings are summarized as follows：
1.Channel strategy is significant influence on channel strategy.
2.Competitive strategy is significant influence on brand performance.
3.Channel strategy significant influence on competitive strategy and brand performance.
4.Brand strategy is not significant influence on competitive strategy.
In conclusion, this research is expected to provide some suggestions to luxury- goods industry for improving brand strategy and channel strategy.
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