專業零售模式：旗艦店

Speciality Retail Formats: Flagship Stores 
 

案例研究討論-prada& Uniqlo（品牌舉例）

Case Study Discussion – Prada & Uniqlo
 

專業零售模式：游擊店

Speciality Retail Formats: Pop Up Stores 
 

品牌擴張與合作

Brand Extensions and Collaborations 

 

 

1.社會責任現在和未來CSR Now and Future: 

 

社會責任理論CSR theory 

可持續性Sustainability 

創新Innovation 

 

2.可持續性模式Sustainability models 

 

來自未來的虛弱信號Weak signals 

從搖籃到搖籃Cradle to Cradle

系統化思考Systems thinking 

 

3.商業策略和企業社會責任Business strategy and CSR 
 

研究品牌零售店中某一品牌識別。特別的，看下品牌價值以及這些價值如何滲透到品牌活動之中、可能的話，研究下你所選擇的品牌在企業社會責任中如何為自己定位。Research the brand identity of one of the brands retailing in. In particular, look at the brand's values and how these values filter through to the brand's activities. Where possible, research how your chosen brand is positioning itself in terms of CSR. 

 

4.道德消費者The ethical consumer:

                                   

需求與供給Demand and supply 

趨勢Trends 

道德購買缺口The ethical purchasing gap 

 

 

1.數字化革命The Digital Revolution

 

網上時裝：發展，趨勢和市場洞察Fashion Online: evolution, trends and market insights; 

電子商務和移動電子商務:純玩家及虛與實E-commerce and m-commerce: pure players and bricks & clicks; 

 

社交網絡:web2.0和社會媒體增長；線上線下客戶體驗整合The “social web”: Web 2.0 and the growth of Social Media;Integrating online and offline customer experience #p#分頁標題#e#

 

2.使用數字化媒體渠道進行行銷溝通Marketing communications using digital media channels 

 

在數字化環境中進行營銷溝通Marketing communications in the digital environment; 

傳統媒體VS新媒體Traditional media vs. new media; 

溝通,互動和多平臺策略Conversations, interactivity and multiplatform strategies; 

 

3.新興數字化趨勢Emerging Digital Trends 
 

流行品牌如何能充分利用新興的數字化趨勢和技術？How can fashion brands take advantage of emerging digital trends and technologies? 

 

4.數字化公眾關系Digital PR 
 

數字化公眾關系新規則The new rules of digital public relations; 

 

5.消費者自主創造內容User Generated Content 

 

什么是UGC?為什么使用者要貢獻？What is UGC? Why do users contribute?

對消費者授權Consumer empowerment; 

管理的涵義:創新,共同創造Managerial implications: innovation, co-creation; 

新的NGC平臺: Instagram;New UGC platforms: Instagram;