fashion management專業dissertation寫作選題指導

不同于畢業dissertation，一般來說寫課程dissertation忌諱把題目定的太大，因為這樣容易導致泛泛談論時尚營銷管理。為了寫作過程中避免泛泛而談，本文總結了一些常見的時尚管理研究的一些主題，在你寫時尚管理dissertation時候可以考慮。不過，以下話題僅僅是時尚管理的部分話題，僅作參考用。為了方面留學生寫作，下面的內容將以一個topic對應這有關這個topic可以寫作的點，這其實就是選擇dissertation題目時候會實際考慮到的。通過這種舉例方式，留學生做到舉一反三，將對以后的dissertation寫作極具指導意義。

 

Topic：時尚商業研究Fashion Business Research
 

1.選擇公司select one of the following companies
 

Austin Reed French Connection Mango 

Banana Republic Hackett Massimo Dutti 

Brooks Brothers H&M Reiss 

Burberry Hobbs Ted Baker 

Desigual Jaeger Tommy Hilfiger 

Esprit Karen Millen Zara 

Asos       Marks & Spencer     ……

 

2.選擇具體的研究主題select a specific issue (research topic)

 

零售體驗：客戶在零售店購物體驗

Retail experiences: the customer experience in the retail store;

 

數字營銷：客戶通過電子和社交媒體進行參與和互動情況

Digital marketing: customers’ engagement and interaction via digital and social media;

 

客戶服務：客戶對服務的感知或評價

Customer service: customers’ perceptions / evaluations of customer service;

 

定價和促銷：客戶對價格策略或促銷策略的的反應和態度

Pricing and sales promotion: customers’ reactions and attitudes towards pricing policies and/or sales promotions.#p#分頁標題#e#

 

Topic:奢侈品策略Luxury Strategies 

 

1.全球奢侈品市場The Global Luxury Market 
 

全球奢侈品市場：發展，趨勢，和主要公司；“傳統”和“新”奢侈品；商業模式，管理方法，競爭策略；成熟和新興奢侈品市場；重點市場區域

The Global Luxury Market: evolution, trends and key players; 

“Old” and “New Luxury”; 

Business models, managerial approaches and competitive strategies; 

Mature vs. emerging luxury markets; 

Market focus;

 

2.奢侈品品牌管理奢Managing luxury brands 
 

奢侈品品牌建設：戰略原則；提高品牌識別度；管理品牌資產；奢飾品牌延伸； 

案例分析討論：奢侈品品牌延伸-成功和不成功的策略

Luxury brand building: strategic principles; 

Developing brand identify; 

Managing brand equity; 

Luxury brand stretching; 

Case study discussion: luxury brand extension – successful and unsuccessful strategies; 

 

3.奢侈品營銷,服務和體驗Marketing luxury products, services and experiences 
 

理解奢侈品客戶；奢侈品和反常規營銷；

奢侈品：設計，獨特性，質量，和工藝

普通商品客戶營銷與奢侈品客戶營銷

Understanding the luxury client; 

Luxury and the “anti-laws of marketing”; 

The luxury product: design, exclusivity, quality and craftsmanship

‘Traditional’ consumer marketing vs. luxury marketing 

 

4.奢侈品:分銷與渠道管理Luxury: distribution and channel management 
 

市場渠道和分銷模式；壟斷性與分銷；網上銷售的機會與挑戰

Routes to market and distribution models; 

Exclusivity vs. Expansion; 

Selling luxury online: opportunities and challenges;