我國成衣業赴大陸成功建立自有品牌之個案研究

台灣成衣業過去曾為我國創匯主力之一，但近年來由於台灣產業環境改變，生產成本不斷提高，許多廠商紛紛移至東南亞、印尼、大陸等地作為更具比較利益之生產基地，因此台灣內逐漸將成衣業視為所謂的「夕陽產業」。為提高國內成衣業之競爭力，產、學界紛紛呼籲台灣廠商應朝建立自有品牌方向發展，爭取微笑曲線中附加價值較高之兩端。但台灣本地市場已不具自創成衣品牌利基，因此廠商勢必要走出國際，而其中具有同文同種優勢且又正在成長階段中的大陸市場更是最具可能性的目標。本研究以個案研究法分析成功在大陸建立自有品牌之台灣成衣企業，如何進入當地市場並成為領導廠商。經由次級資料與訪談資料之交互參照，嘗試瞭解成衣業赴大陸經營品牌具有的優勢、可能面臨的困難及關鍵成功因素，期能供未來台商進入大陸自創成衣品牌作參考，以增加成功之機會。研究結果歸納出成衣廠商赴大陸經營自有品牌所會面臨到的問題共四項：1. 長期投資，回收緩慢 2. 國外服飾風格不易打入市場 3. 行銷通路掌控困難 4. 人才培訓、保留不易；關鍵成功因素共四項：1. 領導人的決心與精確的品牌定位 2. 掌握設計能力，在地化角度出發，深入瞭解市場 3. 行銷通路的控制 4. 紮實的人力訓練、清楚的願景與暢通的升遷管道；並據以建構六項命題。

關鍵字

品牌；個案研究；成衣

並列摘要

Ready-to-Wear Industry used to be one of the major manufacturing industries in Taiwan, but it is losing competitive advantages because of factors like inferior condition of labor shortage and increasing production cost. Among all the discussions about ways to upgrade industry’s competitive capability, the need of developing own brand is a general consensus, and the quickly expanding clothes market of Mainland China is considered as the area with best opportunity. The purpose of the study focuses on understanding situations firms may meet when building up their own fashion brands in China market and the key successful points of our targeting enterprise. By employing case study method, four major problems are found: 1. Long-term investment with slow return 2. Western design style is uneasy to be accepted by consumers 3. The difficulty of channel control 4. Training and holding human resources; and four key successful points are identified: 1. The determination of enterprise leader to build own brand and the precise position of a brand 2. Design ability and localization 3. Channel control ability 4. Complete training programs, consistent vision communication and merit-based advancement. According to these results, we also construct six propositions for future researches.