法律環境與商業決策的關係一直非常密切，精品的仿冒也是目前全球面臨到的一個棘手問題。精品的外觀價值、流行性和消費者心態等特質，與一般品差異極大，在法律上保護的層次也有異。 本文將探討外在的法律環境如何影響精品產業內部的決策，聚焦在商標法之上，討論商標法在精品保護在非傳統商標、識別性、功能性、以及保護時點是否及於銷售後等議題，可能衍伸的問題，並兼以各國立法的比較，試圖釐清未來法律的可能走向。 此外，本文亦從企業策略面的觀點，研究企業內部在現行法律規範下如何因應，以及思考的面向。以更實務面的觀點探討我國法律是否能滿足企業期待，並能適時發揮出保護商標所有人之作用。另一方面，若商標法的效果不如預期，企業又是如何以其他法律或非法律的方式達到防範打擊仿冒的目的，也是本文重點之所在。 以法律分析並加以實地訪談精品企業，兩個面向進行之下，避免流於空談想像，期望更能真實呈現實務與法條交互作用之現實情形。

以往高級精品只有貴族階級才有權利配帶。時至今日，中產階級消費者如一般上班族亦開始購買精品，使得人們對於精品的消費投入逐年增加。法國的精品產業靠著出口高級時裝、首飾、化妝品等精品，每年為法國政府帶來豐沛的外匯收入。除此之外，精品產業與其他同為景氣循環產業相比，復甦力道實為有過之而無不及；因此，精品產業之高獲利成長力與強勁復甦力道成為許多其他產業所探究及效法的對象。 現存精品相關文獻鮮少文獻探討精品創新相關議題，而在探討精品消費行為的研究中，除了探討精品消費動機與知覺價值外，並未進一步探討精品新產品隨著時間的擴散，消費者購買精品之動機與消費者特性是否產生變化。因此，本研究擬採用過往多半用於高科技產業之創新擴散理論，並以精品產業龍頭A精品公司為例，試圖探討精品新產品之擴散模式為何；另外，本研究除了探討客觀時間之擴散模式，亦針對精品具有較強烈之社會影響特性，亦加入同儕情境，更深入了解主觀時間的擴散模式。最後，本研究也會針對早期精品消費者與晚期精品消費者所注重的精品知覺價值是否有所不同的現象進行研究。 由量化問卷調查與質化深度訪談之綜合分析，本研究發現：(1)精品新產品擴散模式屬於Bass模型，所有潛在的精品消費者皆可分為受到廣告影響的創新者或口碑影響模仿者兩類；(2)精品新產品擴散模式由客觀因素與主觀因素共同建構而成，除了將採用者依客觀時間分為早期與晚期，本研究另外提出客觀早期的模仿者(即主觀落後者)與客觀晚期的創新者(即主觀創新者)；(3)精品知覺價值類型與客觀購買時間的先後並無顯著差異；(4)「撞包」顧慮是由於挑剔心態與跟隨心態並存的現象，對消費者的購買決策並無實際影響力。 / Before long, only blue blood has the right to possess luxury goods. Nowadays, middle class also starts to buy luxury goods, which increases the yearly consumption of luxury goods. By exporting high class garments, accessories, make-ups and so on, luxury good industry in France yields immeasurable foreign exchange income to French goverment. Besides, the strength of recovery in luxury goods industry is much stronger than other business-cycle industries. Therefore, with high-profit and strong recovery, luxury goods industry become the benchmark of other industries. Among the existing literatures of luxury goods, few literatures discuss issues related to the innovation of luxury goods. And in the researches of luxury-goods consumer behaviors, in addition to exploring the consumer motivations and perceived values, the changes or not of consumer characteristics and motivations with time-spreading lacks further probes. Thus, based on the theory of diffusion of innovations that mostly applied to high-technology industry, this study tries to explore the new product diffusion model of luxury goods in the case of a leading luxury brand A. Moreover, owing to stronger social influencs that luxury goods characteristic of, this study not only discussing the real time periods, but also deeply look into peer sithations in order to understand the diffusion model in subjective time periods. At last, this study will explore the differences of perceived values between early adoptors and late adoptors. Under comprehensively analysis from qnantative Questionnaire surveys and in-depth interviews, findings are as followed. (1)The new product diffusion model of luxury goods is highly close to Bass model. All potential luxury-goods customers can be divided to advertisement-influenced innovators and word-of-mouth-influenced imitators. (2)New product diffusion model of luxury goods is constructed by objective factor and subjective factors. In addition to classifying adoptors into early and late according the real time period, this study proposes other classifications: objectively early imitators (subjective followers) and objectlvely late innovators (subjective innovators). (3)Perceived value of luxury goods would not significantly sway with the objective doption time. (4)The fear of having the same bag with others results from the coexisting of Snob effect and Bandwagon effect, which has no actual influences on consumption decisions.

精品定製在中國漸成一種潮流。目前的精品定製服務大多只停留在線下，消費者會遇到一些問題，例如不了解自己的定製品是否為真，是否是真的限量，以及定製的進展。為解決這些的問題，本研究提出建立一個精品定製O2O（ONLINE TO OFFLINE）平台,透過將線上和線下服務整合，讓消費者能在網上看到自己定製品的稀缺性，掌握整個定製過程，獲得尊貴的體驗。由於篇幅有限，本研究首先圍繞定製手錶提出了一套創新的定製服務模式。手錶定製的模式未來也可以擴展到其他精品的定製中。 為了找出可行的商業模式，本專案透過競爭者分析、需求分析，梳理了目前定製市場的供求現況，參考了競爭品牌的定制產品，提出了先切入個人定製和系列錶定製系列市場，採用模塊化+自由化定製的解決方案。并通過次級資料分析和業者訪談的方式，找出了市場總體需求以及消費者需求特點。最後，在參考了專家意見后，本研究提出了O2O定製的服務模式，其中包括消費者的服務流程、平台基礎設施、IP交易製度以及獲利機制。 / High-end products customization is becoming a trend in China. Currently most of the customization service is offline. Customers will be confronted with some problems, such as the authenticity of customized products, exclusivity and the process of ongoing customization. This research proposed a high-end O2O（ONLINE TO OFFLINE） customization platform in order to solve these problems. By integrating online and offline service, customers can find out the exclusivity of their orders, follow the customization process and get honored experience. Due to the length limitation of this thesis, this research will theme on an innovative model for high-end customized watch. This model can be applied to other customized products afterwards. In order to find out feasible business model, this research sorts out the present supply-demand situation, referring to competitors’ customized products, coming up with a direction of combining modularization and free customization. Moreover, by collecting and analyzing second hand data and interviewing, demand condition of the whole market and features of demand are found out. In the end, after referring to the opinions of industry experts, this research brings forward an O2O customization model, including service workflow, platform infrastructure, IP transaction institution and profiting mechanism.

近幾年台灣部分上流社會女性，或稱之為「名媛」，競相成為媒體報導的對象，並持續攻佔媒體的名人及時尚的版面。這一波由公關及媒體所共同帶動的名媛風潮，不但建構了以名媛話題為主的軟性議題，也讓消費者對精品時尚生活有無限想像。 　　本研究探討的研究問題有三：一、平面媒體如何建構名媛文化？二、公關人員運用何種策略來建立並推動以精品代言為主的名媛文化？三、透過公關人員與媒體記者的互動，兩者如何共同建構軟性新聞議題？其建構過程為何？ 　　本研究運用參與觀察法、文本分析、深度訪談法等進行研究。首先針對《蘋果日報》及《自由時報》的時尚版面進行文本分析，接下來深度訪談三位精品公關人員以及四位資深媒體人。研究結果如左： 在平面媒體名人版的描繪下，媒體建構的名媛的形象有三，一是名媛均具有好太太、好媽媽的優雅賢慧形象；二是媒體強調上流社會傳承接班的概念； 三是媒體協助刻劃一個由全職母親、高貴血統所組成的理想幸福生活。 關於公關如何建立並推動名媛文化的問題，根據訪談結果，名媛之於公關只是一種行銷運用的工具，是公關傳達品牌精神及概念時所運用的一個新聞話題，適合的商品邀請適合的名媛，完整呈現商品，是公關邀請名媛最大的目的。由於名媛的貴族血統與精品形象的對等連結、名媛屬性與精品屬性的對等連結及名媛與公關宣傳的共生關係三大因素，形成精品公關與名媛的緊密連結，而導致兩者間具有相互共生及交換的利益關係。 公關人員與媒體記者的互動過程如何與兩者如何影響軟性新聞議題建構？本研究發現，公關與媒體之間的往來，初期因交情不深，尚無人情因素介入，但經由長期合作，人情運用就會不著痕跡地在兩者互動過程中出現。即使如此，從兩者長遠關係的發展來看，「專業」還是公關與媒體互動時最重要的一環，人情則具有臨門一腳的催化功效。 / Socialite wave has been brought up by the PR and media, it not only constructed a subject of debate on women, but also lead the consumer to have the infinite immigration toward quality and fashion life style 　　 There will be three focus discussions in this research: First, how did the printed media constructed the culture of socialite ? Second, what kind of strategy the PR people have used to develop and drive the socialite culture based on using them to be a brand’s spokesperson? Third, through the interaction of PR person and journalist, how do they both constructing the soft issue? What is the process? This research had used the method of participating-observation, article analysis and in-depth interview. We started with an analysis based on the article from fashion page of “Apple daily” and “Liberty Times”, and then we interviewed three PR persons and four senior journalists. The results are as below:” In media has constructed the image of socialite in primary three areas, first, good mum and good wife image; second, the media emphasis on upper class’s concept of inheritance; third, the media has helped to depict a perfect happy life that has made up with full-time mother and noble blood. The question of how dose the PR constructed and push the culture of socialite, based on the interview result, socialite is only the tool of marketing strategy, that is, a way the PR used to deliver the concept or sprit of a brand through news. To invite the right socialite with right image and blood that can connect with the brand which is suitable and serve the brand which is suitable and serve for the need of brand communication and PR. As result, it has become beneficial for both the brand and “Renowned young woman” which in the end developed a connection and paragenesis relationship of interest exchange. How does the process of interaction between PR person and reporter influence the soft issues building? This research has discovered that the friendship has not been developed in the early stage when the both side first met, but after a long period of working relationship, the friendship will began to developed and become the influence factor without a trace. Even that is always the case, but if we look at always the case, but if we look at the long term relation and development, “professionalism” is still the most important principle to follow for the PR to interact with the media, but friendship will always play a role as catalytic agent. Key words: Luxury public relations, socialite wave, agenda building

本研究探討不同的廣告訴求應用在豪華手錶平面廣告。隨著奢侈品市場的不斷擴大，這一類的研究已經成為顯著的。然而，大多數以前的研究調查奢侈品消費行為和他們中的一些重點方面的內容。事實上，感性情緒表現手法是不可或缺的元素，用以組成的精品手錶廣告，試圖帶領讀者通過中樞或外週途徑來處理消息，引起積極的感覺，而非集中的價格本身。 要充分認識到概念，研究開發了兩個環節的研究過程中。第一步是了解和分析所收集的刺激，以檢查不同的內容，在每個廣告訴求廣告訴求的頻率。分析顯示，高檔手錶不僅僅只是高端商品，他們被轉移到不同的符號，嵌入的平面廣告，引起讀者的情緒刺激時，。第二個步驟是採訪的目標消費者是如何處理這些刺激，他們的回憶和態度的變化。所闡明的結果不一致的廣告訴求具有不同程度的召回，根據特定的目標群體。豪華的吸引力，最常用的廣告訴求，可能不一定有回憶度，因為視覺競爭激烈，類似的困難。此外，強大的回憶度，例如性感手法並不一定會導致積極的態度。每個廣告訴求有其長處和短處在回憶和態度的變化，根據不同類型的消費者，促進精品手錶，以達到最大的效果，使用合適的廣告訴求的重要性。 / This study investigated the different advertising appeals that are applied in luxury watch print ads. With the expanding market of luxury goods, the studies on this category have become significant. However, most prior studies investigated consumer behavior to luxury goods and few of them focused on aspect of content. In fact, advertising appeals are indispensible elements for composing print ads since luxury watch advertisers attempt to lead the readers to process messages via central or peripheral route, arousing positive feeling without concentrating the only price itself. To fully understand the notion, the study has developed research process in terms of two aspects. The first step is to understand the frequency of advertising appeals and analyze collected stimuli to examine different contents in each advertising appeal. The analysis demonstrated luxury watches are just more than high- end commodities; instead, they are transferred into various symbols, which are embedded in the print ads to arouse readers’ emotions while exposed to stimuli. The second step is to interview how target consumers process those stimuli, their recall and attitude change. The result articulated discrepant advertising appeals possess different degrees of recall based on specific target groups. Luxurious appeal, the most frequently used advertising appeal may have difficulty in being recalled because of fierce, similar visual competition. Besides, the strong recall, e.g. sex appeal does not necessarily lead to positive attitude. Each advertising appeal has its strengths and weaknesses in recall and attitude change based on various types of consumers, which shows the importance of making use of suitable advertising appeal for promoting luxury watch to reach the greatest effect.

在小型和輕型機車市場逐漸式微下，目前市場訴求重型化及休閒化，各大車廠無不積極拓展國際的重型機車市場。而台灣機車產業實力雄厚，上、中、下游產業供應鏈完整，擁有超過50年的機車製造技術與研發創新能力，加上機車零配件具高品質的製造技術、安全性、售價合理等特性，出口到全球各地，以歐美及日本等國為主要的出口大宗國，吸引知名歐、美、日系車廠使用台灣的零配件，獲得海外公司的青睞，深具全球競爭力。因此，我國機車零件廠商在出口貿易的銷售成效是值得深入探討的課題。 本研究以C公司為研究個案，C公司為台灣汽、機車零件製造廠，將利用該公司所提供的交易資料進行研究，其中，交易資料包含客戶別、產品編號、產品品名規格、訂單日期、數量、單價及金額等資料，針對其在四家代表性外銷客戶之精品級機車零件的銷售成效進行探討，透過敘述性統計、變異數分析及RFM分析等方法的應用，研析精品級機車零件之銷售成效佳的客戶及產品規格，本研究的結果分述如下： 一、第4季為外銷的銷售旺季。 二、四大外銷客戶的銷售數量及銷售金額有顯著差異。 三、T客戶的銷售成效最佳。 四、四大外銷客戶之銷售成效最佳的產品規格皆不相同。

展覽是所有產業的櫥窗與經貿發展的火車頭，幾乎所有的產業都要以展覽來推廣市場及帶進業績。企業能透過參加展覽推展業務、塑造形象，亦可以尋找代理商、配銷商、合資夥伴等，因此，展覽在帶動及創造商業活動的功能上具有重要的地位，且日益受到企業重視。又隨著科技進步，近年來，雲端服務具精進的技術、建置成本的降低及多元應用的特性，逐漸成為企業所追逐的焦點。 本研究擬以國內某家公司為例，以該公司欲透過精品飾品設計展覽活動找經銷商，進而投入雲端行銷之的市場經營作為探討主軸，藉由專家訪談及SWOT分析、五力分析的導入，研析其經營成效及合適的經營模式，將研究結果概分為下列六項： 一、 藉由獵人頭公司找通路及經銷商為有效率且可提高經營績效之方法。 二、 主要選擇控股公司作為經銷商。 三、 投入雲端行銷，管理客戶關係。 四、 該公司自身所擁有的優勢為跨入此產業經營之利器。 五、 該公司針對其客戶(經銷商及通路)的教育訓練可使經營成效穩定且一致。 六、 透過參加或舉辦展覽會之相關經營成本費用較其他同業高。

MassageLuxe Taiwan (MLT) is a franchise of MassageLuxe International (MLI). MassageLuxe Taiwan plans to open its first location in Taipei in 2012. The first location will be the flagship salon and serve as a model to franchises to be sold throughout Taiwan. MassageLuxe Taiwan will acquire area developers in prominent cities such as Taichung, Tainan, and Kaohsiung. MassageLuxe Taiwan also has first rights to China and Singapore and plans to expand into these areas within the next 3 years. Jennifer Biondo is the Master Franchisor of MassageLuxe Taiwan. This business plan outlines the strategy for entering the Taiwan market and acquiring investors for the flagship location.

The constant growth of hotels worldwide is due to the increase of tourists every year. The hospitality industry is one of the most stable industries. Boutique Hotels, however, are starting to emerge more and more in every country and is a somewhat new concept in developing countries. In El Salvador the hospitality industry has a steady economic growth. Therefore, service and hospitality companies are born every year. With the concept of “Boutique Hotel” relatively new in El Salvador and occupancy rates increasing every year, it is the right time to open a Boutique Hotel with personalized services and unique features to attract customers, locals and foreigners. This is how the idea of Casa de Piedra Boutique Hotel was born. It is located in the capital of El Salvador, with a colonial style and offering a variety of services that will be relevant to our customers. It will rely on personalized customer services, unique features, décor and design, and trained personnel as key success factors. The target market will be mostly business people, conference and meeting attendees, and private companies outbound employees. The owner’s knowledge of the hospitality industry in El Salvador and the know how to run a company will play key parts in the success of the company. The financial plans and a five year expansion plan demonstrates the venture’s profit potential.

為了能夠吸引更廣大的消費族群，許多精品業者紛紛推出副品牌來囊括不同區隔的消費者，而各個品牌的品牌聯想皆不盡相同，大致上可區分為功能傾向以及非功能傾向，此兩種品牌聯想帶給消費者的影響也不太一樣；而業者在推出副品牌的時候，所採取的策略也不太一樣，有人會採用國際化的副品牌定位，亦有人會採用本土化的副品牌定位，其帶給消費者的感受又不同；而業者在推出副品牌的時候，為了不使消費者對其主品牌產生負面的影響，會給消費者理由，業者通常有兩種選擇，一是中央路徑（給其與產品本身相關的資訊），另一是周圍路徑（給其與產品本身不相關的資訊或不給理由）。而這三個變數相加在一起，將會產生不一樣的效果。 研究結果發現，品牌聯想、副品牌定位、路徑理由對消費者態度皆沒有顯著的影響，而品牌聯想與副品牌定位、副品牌定位與路徑理由對消費者態度則有顯著的交叉效果，且在品牌聯想與副品牌定位、路徑理由對消費者態度上也有小小的交叉效果出現，可見此三者對消費者態度之影響有階層的關係。