網路拍賣是近幾年興起的電子商務模式，利用網路的互動、即時與無遠弗屆等特性讓人能在任何時間任何地點利用網路連結至拍賣網站購買所需的物品。雖然網購與傳統買賣一樣可達成買賣物品之效果，但買賣的過程、感覺、習慣與行為和傳統買賣仍有差距。此外，隨著加入網路拍賣的人口越來越多，競爭越趨激烈，想要在網路拍賣中經營賣場獲利也越加困難，因為資訊的透明度高，買家更容易找到更便宜的價格或是更好的替代品，所以有時甚至比經營實體店面更為困難。 在琳琅滿目的網拍商品中，「潮流服飾」近幾年急速成長，深受年輕人喜愛。「潮流」起源於日本原宿一群熱愛音樂，深受歐美街頭藝術、極限運動影響的日本年輕人，他們選擇在低成本的原宿後街開店，實現創業夢。這些年輕設計師所設計的服飾，因本身無資金可大量製造，每個款式都採限量發售，而且樣式獨特，反而形成奇貨可居的情況，成為一個小眾市場，深受日本當地追求個人風格的年輕人喜愛。而台灣也受到這股風潮影響，潮流品牌急速增加，除了聚集在台北市西門町及東區的實體店面為主要銷售點之外，網路更是主要的銷售管道。尤其對新興的潮流品牌而言，網路更是唯一的銷售通路，因為可以節省實體店面的房租、水電及人事成本，減輕初期經營的壓力，而網路拍賣環境的成熟，也有推波助瀾的效果。 因此，本研究根據前述網路拍賣環境及潮流文化現象，收集、分析一些代表性的潮流服飾品牌網路賣場的資料，以瞭解潮流品牌網路拍賣的經營策略為何。針對此目的，本研究提出的以下探索性的研究問題： 1.潮流服飾網路拍賣賣場的設計有何特色？ 2.潮流服飾網路拍賣業者與顧客的主要溝通媒介有哪些？ 3.藉由對前兩個問題的瞭解，分析彙整出潮流服飾網路拍賣業者的重要行銷策略有哪些？ 針對這些研究議題，本研究選擇國內最具規模也最具代表性的「YAHOO！奇摩拍賣」做為研究場域，分析潮流品牌官方賣場的特徵及經營策略，得到的研究發現有： （1）商品名稱都用英文。 （2）注重賣場照片風格。 （3）普遍使用Blog及Facebook作為溝通媒介。 （4）限量。 （5）聯名。 （6）定期在潮流資訊網站刊登廣告。 本研究預期能提供潮流商品網路拍賣的經營者一個參考，了解那些經營策略對營業收益有所幫助。而尚未參與但對此領域有興趣的人，也能經由此研究而有所認識，減少自行摸索的時間。Network auction is a new internet business model gaining increasing popularity in recent years. People can buy almost anything on the Internet anywhere and anytime, and there are more and more people selling things on the Internet. However, making a profit on the Internet is not easy since consumers can find cheaper and better goods on the Internet easily and so many competitors share the market. There are so many goods selling through Network auction, but “fashionable apparel” is very popular to teenagers in Taiwan these days. Many new brands of fashionable apparel have established in Taiwan, and the styles are affected by Japanese fashionable apparel brands. These new brands typically have both physical stores and stores on the Internet, but their profits mainly come from network auction because the stores on network auction can touch more customers than real stores, and save the utility bills, rent and employee salaries. Since running stores on network auction is so important to those fashionable apparel brands, they do their best to design their stores to attract customers. This research aimed at exploring how fashionable apparel brands design their Internet auction stores and how such design may attract customers. Thus the main research questions: 1.What are the features of fashionable apparel brand stores of network auction? 2.What are the main communication media between consumers and vendors? 3.What are the important marketing strategies that fashionable apparel brands adopt? This research chose “Yahoo! Kimo Bid” as the research target, because it is the most popular website in Taiwan and has the largest number of network stores. This research discovered: (1) use English to name products; (2) emphasize the style of photos on network auction; (3) use Blogs and Facebook to communicate with consumers; (4) supply limited quantities; (5) provide products with joint brands; (6) advertise regularly on fashionable information web sites. This research expects to help people who are interested in selling fashionable apparel products through network auction gain greater understanding of the features of online store designs and the important marketing strategies for online fashionable apparel brand stores.
