A Study on Business Strategy of Apparel and Accessories E-Commerce Companies in Taiwan：The Case of PAZZO
| Autor: | Ching-Yi Chang, 張靖怡 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 With the maturity of network devices and the popularity of mobile devices in recent year, E-commerce in Taiwan is developing rapidly. Therefore, in response to changes in the huge value of e-commerce, more store owners choose to sell their product through e-commerce platform. In e-commerce industry, both the low entry barrier and the high demand for apparel make the number of online apparel brands increase rapidly and have a fierce competition. So faced with the highly competitive Taiwanese apparel e-commerce environment, PAZZO has exceeded the one billion NT Dollars, becoming the most highest discussion clothing brand on the Internet, and gradually standing firmly in the leading position of female apparel e-commerce. Its business strategy and success factors in Taiwanese apparel e-commerce are worthy exploring and learning in the future. The purpose of this study is to analyze the Business strategy of Apparel E-Commerce Business in Taiwan. In behalf of that, this research starts with an integral analysis upon apparel industry. A case study follows after it, using the case study method to collect the secondary data to clarify the strategic positioning of PAZZO, and analyzes deeply PAZZO’s resources and how to use the resources to shape the sustaining competitive advantages from the Resources-Based View. Next, an arranged SWOT analysis is presented so as to do the continuing survey and strategic advice for both the case study company and the whole Taiwan apparel e-commerce business. The result of this research shows that PAZZO has a unique and clear positioning and target audiences, and also taking the Specialty Retailer of Private Label Apparel model (SPA Model) to strengthen the link of customer demand and production information. Besides, PAZZO is guided by customer needs. No matter in product design, services, marketing activities, etc. are all based on customer needs. And its outstanding designing ability, impeccable quality, integral system and policy, all linked up with the trend-following strategy perfectly. This enables PAZZO to continue on innovating and strengthening their competitive advantage. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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