台灣家用縫紉機市場競爭策略-以A公司為例

本研究使用 PARTS理論分析台灣家用縫紉機產業現況以及A境外公司情況，並歸納出其競爭優勢來源，也透過資料蒐集分析整理出個案公司未來策略轉型與發展展望。個案公司善於利用自身三合一服務經營概念優勢，專業的才藝教學來推展縫紉文化，精緻齊全的縫紉週邊產品來滿足客戶需求，品質優越、功能與機種齊全的縫紉機來供客戶選擇。期以做到縫紉藝術化、縫紉生活化的目標，期使縫紉是藝術的延伸更是生活應用的實現。個案公司現有的競爭優勢，憑藉著代理知名品牌縫紉機，各項進入與退出障礙的建立及策略聯盟的保護，建立障礙與策略聯盟為個案公司於賽局中採行的主要競爭策略，藉由規則的改變以造成賽局改變。

關鍵字

家用縫紉機；賽局理論； PARTS 分析

並列摘要

This study employs the PARTS analysis of Game Theory on Home Sewing Machine Industry in Taiwan. And, this study takes Company A as an Example. The purpose of this study tries to summarize the advantages based on the case company and to utilize these ideas for future strategy mapping and development. The case company is adept its own three-in-one (Sewing machines, Accessories and Talent) business philosophy and leads to leisure sewing culture as its own goal. Professional talent teaching to promote the sewing culture, sophisticated sewing peripheral products to meet customer needs, superior quality, and functional and complete sewing machine for customers to choose are all the keys for its success. In order to realize the goal of sewing art and sewing life, making sewing an extension of art is the realizations of life applications. By acting well-known brand sewing machine, we change the rules of the game in order to casus changes. The existing competitive advantages of studying case conclude the protection system of the entry and exit barriers, the establishment of strategic alliances, the establishment of its main strengths and strategic alliances for the company in the case of the adoption of the game.