The Competitive Strategy of Headquarter-Subsidiary in Luxury Goods Industry in Taiwan
Date Issued
2007
Date
2007
Author(s)
Ho, Chieh-Shun
DOI
zh-TW
Abstract
Luxury Goods are sum of high-price, globally, design-oriented, named-by-designer and ironic products. The Luxury Goods industry consists of Soft Luxury (ready-to-wear and leather goods) and Hard Luxury (jewelry and watches). Brand legends、brand principle、unique design and products、superior quality and absolutely customer-oriented are the secrets of success in luxury good industry.
The future growth in global luxury goods market relies on the emerging markets especially China. The industry is now facing challenges including the Grey Market、counterfeit items、confusion of similarity、low brand loyalty and the emerging markets. Changing of consumer behaviour、brand extension to satisfy different customer needs、investment value from brands merger are the trend in the luxury goods industry.
The luxury goods market in Taiwan not only grows stably but also shows the direction of China market. Distribution Channels are highly competed amongst brands, most of the luxury brands already set up 100% owned branch for directly control. The operation is mainly on rent and utility、advertising and public affairs、purchase and human resource .
Within global market competition, brand policy、brand image and awareness、marketing and merchandising all under headquarter management. Brand subsidiary can only execute the budget and plan for distribution; it is not only represents brand status but benefits the market expansion. The operation of luxury goods is no different with other business activity by pursing market growth and maximization of net profit.
The research finds different operations within headquarter and subsidiary by using SWOT and game theory method to analyze all information. By giving fully supports instead of central control on local operation creates the room of further growth for subsidiary management.
Subjects
精品
母公司
子公司
通路
Luxury Goods
Brand
Brand Headquarter/Subsidiary
Distribution Channel
SDGs
Type
thesis
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