線上平台應用於中小型時尚業設計體驗行銷之研究

Using Online Platform for Small and Medium Fashion Industry to Design Experiential Marketing

紡織業曾是我國重要的出口創匯產業，台灣並享有紡織王國的美名。1990年後，因人工成本急遽上揚、新台幣大幅升值而使產業陷入困境。有鑒於此，政府推動將紡織業導向以創新、設計為主的時尚品牌。然台灣紡織業係以個人工作室及中小型廠商為主，面對相關之行銷議題，窒礙難行。本研究期許透過物聯網與擴增實境的經營模式，以打造消費者有感的體驗行銷，進而能創造口碑，略過大型品牌商與零售商的剝削。研究中，首次分別針對消費者、中小型時尚及物聯網平台業者抽樣，進行問卷調查，以確認時尚業之線上平台體驗行銷量表，提出能讓消費者有感、廠商認同之體驗組合，並進行兩者間的比較。同時，也訪談上述業者驗證虛擬通路走向的必然性及剖析目前經營之困難。期待本研究能發揮拋磚引玉之效，對產官學界提出有助於時尚業發展之建言。

The textile industry was once the important foreign-exchange-earning industry of the export sector in Taiwan; as such, Taiwan enjoyed the reputation of being a textile kingdom. After 1990, due to a rapid increase in labor costs, and a sharp appreciation of the New Taiwan dollar, the industry fell into decline. In view of this predicament, the government geared up to move the textile industry in the direction of creating its own fashion brands using innovation and design. However, the textile industry in Taiwan mainly consists of individual studios, and small and medium factories; it is quite a challenge for them to solve the issues of relate marketing. This study proposes a business model that combines Internet of Things (IOT) and Augmented Reality (AR), to create an experimental marketing scheme that touches consumers' senses, while inspiring word of mouth, to avoid the exploitation of name-brand merchants and retailers. The study is the first research of gathering two samples from consumers, and the small and medium-sized fashion and Internet of things platform industries, respectively, to confirm the scale and influence factories of experiential marketing, and explore the difference between the empirical results of two samples. In addition, the representatives of firms were interviewed to verify the inevitability of adopting the virtual channel, and then business difficulties were analyzed. It is the author's hope that this study may serve as a spur to the industry, government, and academia to create additional valuable recommendations that are helpful in the development of local fashion brands.