| Summary: | 碩士 === 長庚大學 === 商管專業學院 === 103 === Brand management and globalization are critical for a company to have in such a competitive environment today. Brand management is a high value-added activity which brings the basis for enterprises to establish a solid growth. Products may be duplicated by other competitors; nevertheless, brand is the key to determine the survival of the fittest. In addition, to strengthen the ability to grasp the overseas consumer market and meet consumers’ demands are also important issues. These are the challenges that the Taiwanese companies shall overcome.
SHIATZY CHEN, the first Taiwanese fine work brand, sets a foot in the luxury high end fashion industry in Europe. The former president of the Fédération française de la couture indicates that SHIATZY CHEN has the core competency in the French luxury brands; therefore, SHIATZY CHEN was chosen to be in this research subject. Literature analysis, case studies, and in-depth interview are used in this study to summarize the key success factors. The purpose of the study is to exploit how SHIATZY CHEN established both brand and international strategies to expand the global market share while still holding the competitive advantages.
From this study, we find out that the key success factors of SHIATZY CHEN are well established brand position, unique product strategies and conforming the local culture. SHIATZY CHEN’s mission is clear: create differentiated products with high quality uniqueness and the best customer care. These strengths lead to success in the international market and the company has the potential to grow exponentially.
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