我國服裝業策略聯盟失敗之研究

Research into Failure in Strategic Alliance of Our Garment Industry

黃常慧(Chang-hui Huang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

隨著台灣傳統服裝產業急思轉型跳脫傳統窠廄，因應國際愈益激烈的競爭的時刻。台灣是否也可以追隨歐、日這些領導廠商過去運用搭便車的方式取得企業的競爭優勢，甚而成為今日主導全世界流行的先鋒。他們能，我們也能嗎？值此品牌林立，國際化的腳步愈來愈快，尤其是服裝產業已逐漸喪失勞力成本優勢的情況下，理論上透過國際的策略聯盟合作，企業學習國際企業如何運作、並取得設計、製造、銷售等新知的同時，再經由代理知名品牌製造出經其認可的產品，拓展其他國家應非難事。
綜觀台灣市場上眾多策略聯盟的合作，成功的案例卻不多，探究其原因，合作雙方的充分認知、準備與是否已具備合作的條件？這些也都會是影響後續成敗的因素之一。台灣企業受限於市場小，創造力、國際行銷經驗與人才不足，企業缺乏國際視野，只注重短期獲利與國外企業重視長期投資截然不同，台灣中小企業仿效國外的成功模式，急於在市場區隔中尋求市場利基，同時又必須兼顧轉化、克服中小企業的資金有限的問題，資金必須集中在外國人向來注重的競爭力的開發上，而不再是台灣企業向來自豪的效率管理上。
本論文希望藉由台灣服裝業與國外知名品牌的授權合作過程，提供台灣服裝產業面對無國界的環境競爭下，我國廠商能突破傳統代工微薄利潤的劣勢，跳脫過去傳統的思維，擷取國際成功企業的關鍵成功因素。

關鍵字

服裝業策略聯盟失敗

並列摘要

Due to fierce competition in the world, conventional garment industry in Taiwan is eager to transform itself. Is it possible for Taiwan to follow the footsteps of leading companies in Europe and Japan, and become the pioneer of fashion just by jumping on the bandwagon? Since the pace of internationalization is getting quicker and quicker, garment industry is gradually losing the competitive edge of cheap labor force. Theoretically, it should be easy to expand market if industries can, through cooperation of strategic alliance, learn the way how international enterprises operate, and gain new ideas about design, manufacture and sales.
However, few cases succeeded in Taiwan. Before forming an ally, both sides should have comprehensive knowledge and advantages ready to work together. These factors will decide the fate of cooperation. Owing to small market as well as lack of creativity, international marketing experience, professional personnel, and far-reaching perspective, Taiwanese businesses only focus on short-term profit. This is very different from foreign corporations’ emphasis on long-term investment. It’s a dilemma to small and medium businesses(SMEs) here in Taiwan, because they want to copy successful models from overseas, and seek market niche during market segmentation. At the same time, they have to tackle the problem of limited capital, and pool the money on development of competitive power instead of efficiency management, which has been one upper hand of Taiwanese industries for a long time.
Through the process of authorization and cooperation with famous brand companies, this research hopes to guide Taiwan garment industry an exit out of paper-thin profit as being converters only, and provide them some key factors in the success of international enterprises.

並列關鍵字

Failure in Strategic Alliance of Garment

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