當全球籠罩在景氣低迷之際，向來以金子塔頂端為目標族群的國際時尚精品受到的影響卻不大，尤其是在亞洲市場遭受SAR的衝擊後，精品市場的消費反映在整體獲利指數上卻是呈現持續上揚的趨勢，並且吸引愈來愈多的年輕族群入門消費價格高昂的時尚精品。美國商業週刊BusinessWeek在2003年公布的全球品牌價值排行榜中，有八家國際時尚精品進入前百大之列，展現驚人的品牌價值。
時尚精品作為一種「Universal Product」（Ohmae,1989），其品牌形象所帶來的價值，要如何既保有經典又兼顧摩登流行；時尚精品要如何將設計和創意從事全球策略性的管理，用機械化的方式統一關於形象的每一件事，吸引全球品味及風格同質的消費者，由於時尚精品本身具有的特殊性格和其產生在商品以外的附加價值，導致時尚精品的經營和品牌建構策略可能迥異於一般的消費產品。
本研究綜合Aaker與Keller兩位學者對於建構品牌權益的論點，並且透過多重個案的研究方式，深度訪談四家國際時尚精品的經理人，探討國際時尚精品在台灣的品牌建構策略與行動。
本研究之主要研究發現大致歸納如下：
一、國際時尚精品在來源國形象、品牌創立的時空背景及品牌歷史的品牌識別上有助於建立在台灣之品牌權益；國際時尚精品之品牌設計師是展現獨特品牌定位、品牌個性，創造品牌權益的主要來源。
二、國際時尚精品進入台灣的經營型態轉移路徑大致上是依循代理模式→合資模式→獨資模式。
三、在國際時尚精品之產品策略中，維持產品在全球市場的高品質、創造經典款商品以延長產品生命週期、單一品牌多產品線、款式多數量少的品牌延伸策略，以維持精品的獨特性和稀有性。
四、在國際時尚精品之價格策略中，以高價位及避免以折扣的方式塑造顧客對品牌的高價值品牌知覺。
五、國際時尚精品之通路策略中，以直營店和專門店的通路形式維持獨立的品牌形象和一致的銷售品質；近幾年因應全球時尚潮流趨勢，在台灣以開設或擴建品牌旗艦店和概念店的通路策略建立品牌權益，並且因應台灣特殊的精品消費特性，在百貨公司之精品區開設店中店傳遞品牌概念。
六、國際時尚精品之行銷傳播策略中，運用廣告及事件行銷作為主要的品牌行銷傳播策略，來提升品牌知名度及創造獨特的品牌聯想。
七、國際時尚精品以全球一致的定位策略為依歸，在部分策略行動上做小部分在地化的調整。

While global economy suffers depression, international luxury industry, which always aims at high-income customers, is hardly affected. The figure of sales of the luxury industry displayed an increase of profits and more young customers started purchasing luxury goods even when the Asian market was undergoing SARS's attack. In the 100 top global brands investigated by BusinessWeek in 2003, 8 luxury brands are included, showing astonishing brand value.
Luxury good as a “Universal Product” (Ohmae, 1989) earns its value from its brand image. How does a brand preserves its classic taste while follows the latest fashion trend? How do global strategies manage to organize the design and innovation of luxury goods, so that every detail is unified in a mechanical manner to please global taste and global customers? Since luxury good has unique characteristics and additional value besides the product itself, the management of luxury goods and the brand construction strategy may be very different from general consuming products.
This study combines Aaker & Keller's ideas about constructing brand equity. Apart from analyzing secondary data, the study does thorough interviews with four internationally-famous luxury goods'brand managers to discuss international luxury goods'brand construction strategies in Taiwan.
This study has reached several conclusions as follows:
1.International luxury goods' original country's image, their establishing time and heritage, and their brand history are helpful in constructing brand equity in Taiwan. International luxury goods' brand designer is the key source to the display and creation of unique brand position, brand personality and brand equity.
2.International luxury industry's entry model in Taiwan generally follows the route from Agency to Joint Venture and then to Wholly Owned Investment.
3.For the international luxury industry, retaining high-quality products around global market, creating classical product designs to extend the PLC, multiplying product lines under one brand name, and limiting the quantity of each design are product strategies to keep luxury goods' uniqueness and scarcity.
4.In price strategy, luxury industry maintains the high price and avoids discounts to build customer's perception of the brands' high value and high quality.
5.On the channeling strategies, in order to keep the independent brand image and identical selling quality, the international luxury industry controls the distributing lines with its direct owned or specially authorized stores. Following the global fashion trend, luxury industry opens or enlarges the flagship stores and concept stores in Taiwan. Adapting to the special consuming characteristics of Taiwan, luxury industry opens the stores in stores in department stores' luxury section.
6.AD Marketing and Event Marketing are the main promotion strategies for international luxury industry to increase brand awareness and to create unique brand association of brand and consumers.
7.International luxury industry's brand construction strategy is based on globally standardized positioning strategies, but it does few localized modifications.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 品牌與品牌權益 4
第二節 精品的特質 12
第三節 品牌權益的建構 13
第四節 全球品牌決策 20
第三章 研究設計 22
第一節 研究觀念性架構 22
第二節 研究方法 22
第三節 研究流程 25
第四章 個案分析 27
第一節 時尚產業概況 27
第二節 個案介紹及個案分析 39
第五章 個案比較與研究發現 66
第六章 研究結論 79
第一節 研究發現 79
第二節 研究結論 80
參考文獻 82

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