| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 102 === Taiwan bag industry actively develop high-quality, affordable compliance products and services, but also because the marketing and the financial resources are limited, choose a small niche market to build a brand would be a good way.
It is recommended that the first physical pathway brand must have a strong bargaining power to supplier, and the first virtual channel brand must establish the conversion threshold for the customers in order to have a good competitive.
The study found that bag business question is "The consumers dont know the brand, visibility is not easy to expand," bags need to rely on visibility to enhance brand equity.
The first physical pathway brand made money more than the first virtual stores. Its mean that bags industry needs more time to reach the profit. Suggested virtual path take the niche market strategy or technical differences strategy to achieve profitability goals.
The brand personality survey found that three brands and consumers get the consistent brands' message, but another three brands are not with consumers , Building Internet brands need to learn how to effective brand marketing, any point of contact consumer will affect the brand image. It is recommended to the first physical pathway brand to communicate with customer for each bag attributes to personality consistency, but the first virtual path brand can focus on a single brand personality.
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