本文從跨文化的角度審視法國奢侈品在台灣市場的營銷。通過深入了解法國和台灣文化中的奢侈品，借鑒跨文化營銷理論和框架的理論視角，分析市場和具體案例研究，旨在識別不同文化的奢侈品影響法國奢侈品在台灣營銷的因素，以及在製定有效且相關的營銷策略時需要如何考慮這些因素。為了評估台灣奢侈時尚市場及其文化背景，該研究採用了二次數據分析方法，借鑒了各種學術文獻、行業報告和其他適當的資源。主要發現包括文化價值觀和規範、溝通偏好、當地合作夥伴關係以及美學和設計在塑造台灣奢侈時尚產品營銷方面的重要性。該研究強調法國奢侈時尚品牌需要製定尊重文化的敏感營銷策略，以引起台灣消費者的共鳴並符合當地文化期望。這些發現為在其他跨文化背景下經營的奢侈品時尚營銷人員提供了附加值，並為該領域的進一步研究奠定了基礎。

This paper examines the marketing of the French luxury goods market in Taiwan from a cross-cultural perspective. Through an in-depth understanding of what is luxury in the French and in the Taiwanese culture, drawing on the theoretical lens of cross-cultural marketing theory and framework, analysing the markets and concrete case-study, this study aims to identify the different cultural factors that influence the marketing of French luxury goods in Taiwan, and how these factors need to be taken into account in developing effective and relevant marketing strategies. In order to assess the Taiwanese luxury fashion market and its cultural background, the study employs a secondary data analysis approach, drawing on a variety of academic literature, industry reports, and other appropriate resources. Key findings include the importance of cultural values and norms, communication preferences, local partnerships, and aesthetics and design in shaping the marketing of luxury fashion products in Taiwan. The study highlights the need for French luxury fashion brands to develop respectful culturally sensitive marketing strategies that resonate with Taiwanese consumers and are consistent with local cultural expectations. The findings give added value for luxury fashion marketers operating in other cross-cultural contexts and provide a foundation for further research in this area.

Thesis Validation Letter i
Acknowledgment (Mandarin) ii
Abstract (English) iii
Table of content iv
List of Figures vi
Table of table vii
Chapter 1: Introduction 1
1.1 Research Background 2
1.2 Research question 3
Chapter 2: Literature review 5
2.1 The French Luxury Good Market 5
2.2 French Luxury Fashion Brand in Taiwan Market 7
Chapter 3: Methodology 10
Chapter 4: Comparative analysis 12
4.1 The French luxury and the Taiwanese culture of luxury 12
4.1.1 The luxury “made in France” 12
Definition from a French perspective 12
French academic approach 13
French literature approach 13
History of French luxury 14
The birth of French luxury 14
The maturity of French luxury 15
French luxury today 16
4.1.2 Taiwan 18
Taiwan, different roots of the luxury culture 19
Taiwanese consumer segments 20
Taiwanese luxury approach: “About status, not style” 22
4.2 Marketing Strategies for French Luxury Fashion Brands in the Emerging Taiwanese Market: A Comprehensive Overview 24
4.2.1 The French luxury good industry 24
Today 25
About the numbers 25
About perception 30
Tomorrow 31
Academic thoughts 31
Concrete strategic choices for the future by commitment 32
4.2.2 Marketing, fashion, and Taiwanese market 34
About the Taiwanese market, global perception 34
About the customers, interpersonal perception 35
by numbers 36
by societal explanation 36
4.2.3 Cross-cultural marketing 37
Cultural differences between France and Taiwan 37
The crossing between France and Taiwan 39
4.3 Case study: Louis Vuitton cross-cultural smudge 44
4.3.1 Louis Vuitton in Zhongshan 45
4.3.2 Louis Vuitton in Taipei 101 47
4.3.3 Art and Louis Vuitton 48
Chapter 5: Conclusions and recommendations 51
5.1 Luxury brand 51
5.2 Luxury brands in Taiwan 52
5.3 Cross-cultural marketing 53
References: 56

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