外國品牌形象進入國內市場行銷策略之研究 -以澳洲品牌 Lorna Jane 為例

Abstract

Since the financial crisis of, the consumption behavior of the people in Taiwan has gradually shifted from the luxury to spend cheap clothing and apparel for everyday life and functional will be the first consideration when buying. As early as in 2000, many of the sports apparel have met business opportunities in the future-Taiwan female consumer. With the sports industry development in 2004, the revenue of sports brands was impressive. In recent years, the government actively promoting “working holiday” in Australia so that the local people can go to Australia to experience a different life. In addition, this policy did help the people to be more familiar with not only Australia but also many foreign brands. If a positive image of Australia and Lorna Jane’s brand images can be applied to occupy consumers’ mind, it will help this Australian native women's sports brand, Lorna Jane to develop marketing strategies in Taiwan market. This thesis investigated Taiwanese female consumers willingness to buy foreign sports brands. With the surveying of current situations of using domestic and international women's sports clothing and appeals, especially the females who enjoy exercise as the main target and the investigate the feasibility of the Entry of Australian brand in the Taiwan market. To achieve our goals, this research applied some scholars’ arguments of brand image and the image of the country of origin as a basis for the definition of the structure and the focus group interviews outlines. By understanding the respondents’ feedback toward Lorna Jane and Australia impression, it can be used as the references for developing the follow-up marketing strategies.