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https://nccur.lib.nccu.edu.tw/handle/140.119/158436
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| Title: | 美學、倒角、鎂光燈：亞太新興獨立製錶品牌的價值主張分析
Aesthetics, Chamfering, and Spotlight： An Analysis of Value Propositions for Emerging Independent Watch Brands in Asia-Pacific |
| Authors: | 王煥彰
Wang, Huan-Chang |
| Contributors: | 許書瑋
王煥彰
Wang, Huan-Chang |
| Keywords: | 獨立製錶
品牌價值主張
新興製錶產地
高級製錶
Independent Watchmaking
Brand Value Proposition
Non-traditional Watchmaking Hubs
Haute Horlogerie |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:45:05 (UTC+8) |
| Abstract: | 研究旨在探討亞太地區新興獨立製錶品牌如何透過數位媒介建立並傳遞其品牌價值主張。選定三個具代表性的品牌——韓國的 Minhoon Yoo、澳洲的 Reuben Schoots 以及日本的 Kikuchi Nakagawa，分析其官網與 Instagram 等平台上的內容，歸納出三項主要的價值主張面向：製錶哲學與個人故事的敘述、手工工藝的呈現以及來自媒體或拍賣市場的外部認證。研究發現，這些品牌在缺乏瑞士鐘錶產業所擁有的歷史積累與聚落資源的情況下，傾向強調製錶師個人理念與過往經歷，透過高可視化的手工製程展示，以及引用國際媒體報導與拍賣成績等方式，來強化與彰顯其專業形象與市場認同。本研究不僅呈現出亞太獨立製錶品牌在全球市場中的定位策略，也提供台灣後進獨立製錶品牌在數位時代建立品牌價值主張的實務參考。
This study aims to explore how emerging independent watchmaking brands in the Asia-Pacific region construct and communicate their brand value propositions through digital media. Focusing on three representative brands—Minhoon Yoo from Korea, Reuben Schoots from Australia, and Kikuchi Nakagawa from Japan—the research analyzes content from their official websites and Instagram platforms. Three core dimensions of their value propositions are identified: the narration of watchmaking philosophy and personal stories, the presentation of artisanal craftsmanship, and the use of external validation such as media coverage and auction records. The findings suggest that in the absence of historical legacy and the support of established watchmaking clusters, these brands tend to emphasize highly on the watchmaker’s personal ideology, visualizing handcrafting processes, and leveraging international recognition to establish credibility and brand identity. Unlike traditional Swiss watch brands that rely heavily on heritage and institutional reputation, these Asia-Pacific brands use personalized narratives and direct communication to redefine the core values of haute horlogerie in the digital age. This study not only sheds light on the positioning strategies of emerging Asian independent watchmakers in the global market but also offers practical insights for new entrants seeking to build brand narratives and communicate. |
| Reference: | 英文參考資料
研究報告
Federation of the Swiss Watch Industry FH 2025, (2025). World Watchmaking Industry In 2024. Switzerland, Federation of the Swiss Watch Industry.
Morgan Stanley, LuxeConsult, (2025). King Rolex. U.S.A, Morgan Stanley Research.
期刊
Ratakam, P., & Petison, P. (2023). From means to end: Understanding the millennial mind when buying luxury jewelry brands. Journal of Global Fashion Marketing, 14(1), 35-47.
Kessous, A., Valette-Florence, P., & De Barnier, V. (2017). Luxury watch possession and dispossession from father to son: A poisoned gift?. Journal of Business Research, 77, 212-222.
Campana, G., Cimatti, B., & Melosi, F. (2016). A proposal for the evaluation of craftsmanship in industry. Procedia CIRP, 40, 668-673.
Hakenes, H., & Peitz, M. (2009). Umbrella branding and external certification. European Economic Review, 53(2), 186-196.
書籍
Mogaji, E. (2021). Brand management. Springer International Publishing.
網路資料
Minhoon Yoo Watchmaking Studio, (2025). https://minhoonyoo.com/ 查詢日期 2025年4月22日
Reuben Schoots Watchmaker, (2023). https://www.reubenschoots.com/ 查詢日期 2025年4月22日
Kikuchi Nakagawa Imaginary Watchmaking, (2025). https://kikuchi-nakagawa.com/en/ 查詢日期 2025年4月22日
Instagram, (2025). minhoon_yoo. https://www.instagram.com/minhoon_yoo/ 查詢日期 2025年4月29日
Instagram, (2025), reubenschoots. https://www.instagram.com/reubenschoots/ 查詢日期 2025年4月29日
Instagram, (2025), kikuchi_nakagawa. https://www.instagram.com/kikuchi_nakagawa/ 詢日期 2025年4月29日
Instagram, (2025), panerai. https://www.instagram.com/panerai/ 查詢日期： 2025年5月7日
Instagram, (2025), omega. https://www.instagram.com/omega/ 查詢日期： 2025年5月7日
Instagram, (2025), rolex. https://www.instagram.com/rolex/ 查詢日期：2025年5月7日 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363038 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363038 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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