經營關鍵成功因素之研究－以網路平價休閒服飾為例

A Study of Key Success Factors– Using On-line Value Casual Wear Industry as an Example

陳瑋玲(Wei-Ling Chen) ； 姜淳方(Chun-Fan Chiang) ； 黃琦婷(Chi-Ting Huang)

《全球管理與經濟》 12卷2期 (2016/12) Pp. 39-60

https://doi.org/10.6565/JGME.2016.12(2).3

摘要

在網路產業的興起，服裝購買者紛紛從實體店面轉戰線上購買，在經濟不景氣的影響下平價服飾的前景看好，開啟了台灣網路平價服飾的先機。許多傳統紡織業者紛紛創立線上新品牌，以吸引新的年輕消費族群。面對眾多競爭的業者，如何透過更強的設計力，建立品牌風格，發揮行銷上巧思，爭取更多消費者的認同，成為新一波的成功關鍵。本研究以層級分析法（AHP）來探討業者經營網路服飾品牌之成功因素，根據網路商店經營的五個關鍵力，作為發展主軸，並回顧相關文獻後，建立層級架構，依此建立網路服飾品牌成功因素指標之權重體系，研究結果期能提供給現有的業者及新進創業家一個有用及可行的商業經營模式。

關鍵字

經營策略 ； 關鍵成功因素 ； 網路平價休閒服飾

並列摘要

Due to the rise of internet shopping, there has been a migration of clothes shoppers from the high street to online retail sites. Shoppers tightening their belts during the economic downturn are choosing to make their purchases on value clothing, which helps the rise of the online value clothing industry. Many of the traditional textile industries have had to create new online brands in order to attract the younger generation. Faced with this intense competition, how do online value clothing industries force through anunique design, build brand style and play onmarketing ingenuity in order to attract more consumers, are the key to becoming successful.In this study, we use Analytic Hierarchy Process (AHP) to discuss the factors of success in the online clothing industry. After studying the five key business forcesfor online storesand review the relevant literatures, this study established the hierarchical structure for the clothing industry. The results of this study provide a useful and valuable business operating model for the clothing industry.

並列關鍵字

Business Strategy ； Key Success Factor ； Online Value Clothing