伴隨國內經濟發展，國民收入提升，逛街購物亦成為休閒娛樂，而國際精品品牌因應市場需求在各大百貨紛紛進駐，部分品牌更設立旗艦店在商圈。國際精品品牌的擴增更影響到龐大的消費族群，甚至是無經濟能力的年輕人，亦購買高單價、高品質的精品，因此代購業者相中這股消費潛力，紛紛投入國際精品代購產業，而在眾多國際精品代購品牌中，如何取得消費者的信任，進而產生購買意願，更是業者所需具備的能力及挑戰，因此本研究目的為：（1）探討「國際精品代購品牌標誌設計」之趨勢。（2）分析國際精品代購產業品牌現況。（3）提出國際精品代購品牌之品牌形象與消費者認知關聯。本研究針對研究目的設計對應之研究方法，首先在電商平台Instagram上搜集國際精品代購品牌及品牌標誌設計作為研究樣本，以KJ法由專家分析104件代購品牌的標誌設計。半結構性訪談國際精品代購品牌的經營者分析出「國際精品代購市場現況」，並歸納該產業發展的現況。最後問卷調查消費者對於國際精品代購品牌選擇，及品牌形象如何取得消費者的信賴關係。
研究結果顯示國際精品代購品牌標誌設計趨勢依序為文字類、具象類、字母類、抽象類、綜合表現類及徽章圖紋類。而國際精品代購產業現況，以訪談結果可知，目前該產業已隨著全球化的市場拓展開，並且因應價位低廉的優勢，吸引為數眾多的年輕及中產階級的消費族群，由於產業發展逐漸成熟，因此品牌亦發展許多行銷策略以提升其品牌形象、消費者信賴關係，以取得消費者的信賴感受產生購買意願。最後，透過94份有效問卷彙整品牌形象與消費者認知關聯，從消費者社會經濟背景可知，主要消費族群為21-30歲的年輕女性，問卷結果可分為四部分：（A）品牌可透過七種方式建立品牌形象，精緻的商品攝影、文案企劃、價值觀文章分享、異領域名人聯名企劃、選物能力、消費者社群互動關係及社群小編對於國際精品品牌商品的熟識度。（B）影響消費者購買意願的作法共有七種，包含：抽獎、商品直播介紹、實地（歐洲）連線代購、品牌反饋、商品限時優惠、商品組合優惠、及社群小編經營。（C）影響消費者信賴關係的行銷策略共有五種，具體可分為：消費者社群反饋、制定交易流程、社群小編即時追蹤商品進度、關心消費者對於商品滿意程度及關心消費者對於整體消費過程感受。（D）當商品延遲抵達產生負面感受時，可提出危機處理方式，分別為：協助處理退款、協助更換商品及提供折價消費卷。本研究成果與結論預計可供未來欲從事國際精品代購品牌的業者，作為開發設計之參考依據。

With the growth and development of domestic economy, the Gross National Product in Taiwan has increased, making shopping become a leisure activity. In response to market demand, global designer brands expanded their businesses into major department stores, and some brands even launched flagship stores in shopping districts, which significantly affected the wide customer bases. Even children or youths, who are not financially independent, also buy high-end, high-quality boutique. Therefore, targeting at the consumption potential, surrogate shoppers entered the new industry as purchasing agents dealing with international boutique. It is indispensable for surrogate shoppers to learn how to build consumer trust and further to boost their purchase intent among diverse competitors. The current study aims to investigate three aspects: (1) to analyze tendency for the brand design model of international boutique surrogate shoppers. (2) the current situation of industry of surrogate shopping for international boutique. (3) to propose the relationship between consumer cognition and the brand image of surrogate shopping for international boutique. The research method of the study was designed based on the purpose of the study. With the rapid development of e-commerce platforms, one hundred and four different brands of surrogate shoppers for international boutiques and the brand mark designs were collected from Instagram and used as research samples in this study. The KJ method was conducted to help business designers analyze how surrogate shoppers designed their brand marks. The semi-structured interview was carried out to organize information about surrogate shopping operators. This study focused on the exploration of industry status and conducted qualitative research on the current market situation of surrogate shopping for international boutiques, generalizing a conclusion of how the operators viewed the development of this growing industry. At last, the researcher of the study would examine consumer choice of the brand of surrogate shoppers for international boutique and would also address the relationship between the brand image design and consumer trust which may further trigger consumer behavior.
The results showed the sequencing of the international Luxury Brands' Daigou logo design trend is classified into six categories, text, condensing, alphabetics, abstract classes, comprehensive performance classes and badges. As far as the international boutique purchasing industry, the industry has expanded with global market by the research results from semi-structural interview method. It is attracted to many young and middle-class consumer groups with low-cost advantages. The industry development is gradually maturing, so the brand also develops many marketing strategies to enhance its brand image, consumer trust relations in order to obtain the consumer's trust and the willingness to pay. organize the contents of 94 questionnaires relationship between brand image design and customer awareness，known from the social and economic background of consumers，the main consumer group is around 21-30 years old young women. The results of the questionnaire can be divided into four parts: (A) Brand can establish brand image through seven ways, namely, exquisite product photography, copy plans, values articles sharing, different field celebrities joint planning, product selective ability, consumer community interaction relationship, and social media editor’s familiarity of the item for international boutique brands. (B) There are seven kinds of practices affecting consumers’ buy will, including: lottery, commercial live introduction, regional (Europe) online purchase, brand feedback, commodity flash sale, commodity package offer, and community editor’s management. (C) There are five marketing strategies that affect consumer trust relationships. Specifically, consumers’ community feedback, formulate transaction process, in-time commodity process tracking, valued the satisfaction on products from customers, and caring about consumers’ feelings for their overall consumption process. (D) When a negative feeling of commodity delay is produced, a crisis management method can be proposed, respectively: assisted refunds, assisted replacement of goods and providing discount consumption volumes.. The results and the conclusions of the study is expected to be a guide for further research on brand development and design for international boutique surrogate shoppers.