本研究以尚聯有限公司為例，探討台灣精品服飾產業在市場快速變動下，如何運用4C成本架構改善行銷策略。研究以邱志聖（2020）在提出的4C理論為基礎（外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本），並結合 Blau 的社會交換理論，分析品牌與消費者之間在交易的平衡關係。
研究首先回顧精品服飾產業的特性與消費者行為，再以尚聯為個案，整理其產品定位、行銷策略與顧客經營模式。結果發現，尚聯在產品品質與價格平衡上表現良好，有效降低消費者的外顯效益成本；但因線上曝光度不足，消費者在搜尋資訊上花費的時間較多；服務品質則因門市人員差異而不一，需要更標準化的服務流程；而會員關係經營雖能提升忠誠度，但過度依賴人際互動也可能造成風險。整體而言，品牌若能在維持品質與價格優勢的同時，加強數位行銷、建立誠信制度與顧客關係管理，就能有效降低4C成本並提升顧客信任。研究最後建議，精品服飾業未來的競爭關鍵，不僅在於產品本身，而是如何讓顧客在交易過程中感受到「值得信任、物有所值」的品牌體驗。

This research takes Lindarico as a case study to explore how Taiwan's luxury fashion industry can utilize the 4C cost framework to improve its marketing strategy amidst rapid market changes. The study is based on the 4C theory proposed by Chiu Chih-Sheng (2020)—External Apparent Utility Cost, Information Search Cost, Moral Hazard Cost, and Exclusive Lock-in Cost—and integrates Blau's Social Exchange theory to analyze the balanced relationship in transactions between the brand and the consumer.
The research first reviews the characteristics of the luxury fashion industry and consumer behavior, and then uses Lindarico as a case study to organize its product positioning, marketing strategy, and customer relationship management model. The results show that Lindarico performs well in balancing product quality and price, effectively reducing consumers' External Apparent Utility Cost. However, due to insufficient online exposure, consumers spend more time searching for information; service quality varies due to differences among store personnel, requiring more standardized service procedures; and while managing member relationships can enhance loyalty, excessive reliance on interpersonal interaction may also create risks.
Overall, if the brand can strengthen digital marketing, establish an integrity system, and implement customer relationship management while maintaining its quality and price advantages, it can effectively reduce the 4C costs and enhance customer trust. The research concludes that the future key to competition in the luxury fashion industry lies not only in the product itself but also in how customers perceive a "trustworthy and good value" brand experience during the transaction process

巫立宇、邱志聖(2021)，銷售與顧客關係管理 第二版，新陸書局股份有限公司
邱志聖 (2020)，策略行銷分析-架構與實務應用 第五版，元照出版有限公司
經濟部統計處網站：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=8&html=1&menu_id=6727&bull_id=16620
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