時尚服飾Nude – 網路定價的秘密

Abstract

此篇研究描述Nude服飾商店價格爭議事件並藉由此事件帶出台灣服飾時尚產業和電子商務等議題。此外，本篇研究運用大量過去與現在文獻並透過哈佛個案問與答方式分析Nude個案。主要探討議題為價格定價(價格離散以及價格區隔)。相關議題則包括商業模式、網路負面口碑行銷、社群網絡、品牌印象和品牌信任等。分析結果發現如果企業核心價值(Nude核心價值為小安本身以及部落格內容)對於消費者有足夠影響力，則價格爭議事件負面影響將只會影響新的消費者，對於忠誠企業粉絲將不會造成負面結果。此外，網路負面口碑宣傳也可以視為企業行銷策略手法之一。最後，企業應該有效運用三角關係(社群網絡、企業品牌和企業商品)運作，可以幫助企業銷售提升。

This research describes the crisis of Nude and elaborates on the Taiwan fashion industry and e-commerce and how they affect this case study. In addition, Harvard Business Review question-answer analysis style was applied to analyze the past and current literatures and their similarities with Nude Crisis. The main issue of concern was the online pricing (price dispersion and price discrimination). Furthermore, related issues of business model, negative eWOM, social e-commerce, brand image, and brand trust were all discussed. Consequently, it can be inferred that if a company’s core values (An herself and her blog’s content) were more influential than its product pricing then the negative electronic word-of-mouth would only affect new consumers but not loyal consumers. Hence, negative electronic word-of-mouth could be used as a marketing weapon. Moreover, the stronger the triangular relationship (social media-brand-product) a company has with their consumers, the more sales that it will results.