Zara之營運模式給台灣消費性電子業的啟示~以天瀚為例

Inspiration from Zara Business Model for Taiwan Consumer Electronics Industry - A Case Study on Aiptek

莊博淵(Po-Yuan Chuang)

指導教授 ： 林福仁

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2008年)

摘要

台灣消費性電子業得天獨厚地承襲電腦業的聚落效益，許多廠商前仆後繼地加入消費性電子產品的研發與製造，但面對嚴峻的國際競爭，要如何勝出是所有從業者一再思索的問題。台灣消費性電子產品要能面對多變而無法預期的消費者需求，唯有精確瞭解消費者，並能藉由快速以實體商品提供而令客戶歡欣的接受服務，才是企業成功的重要原則。

本論文採個案研究方法，比較時尚的服裝業標竿公司Zara和生產消費性電子產品的天瀚公司。Zara善於傾聽及接納消費者的意見，並藉由門市以蒐集分析銷售資料、以快速彈性的進行設計，透過有效率的供應鏈運作。雖然該公司所提供的僅是平價且是以模仿為主的商品服務，但所產生的卻是長期持續營收成長、不斷增加收益，而公司形象更受到消費者一致推崇與喜愛。而這正是台灣異業的所有消費性電子業者所期待達成的目標。研究發現，台灣消費性電子業者，在新產品設計方面，要注意到以顧客需求導向，建置直接良好的研發平台及廣泛的接收多樣的創意來源；在供應鏈管理方面，建置配合良好的供應商、快速將產品提供至市場，能快速接單後生產系統以降低庫存及妥善的退換貨服務；最後在顧客服務方面雖然無法像Zara 大手筆的豪華店面服務，但經由網路等與顧客做好互動關係加上重視客戶所提供的寶貴意見，確信達成長期的營收及營利成長，是絕對可行的，也才能建立起真正品牌的效益。

關鍵字

消費性電子 ； 顧客服務 ； 供應鏈管理 ； 新產品開發管理

並列摘要

Taiwan consumer electronics industry benefited from the cluster of information and communication technology industry. While facing severe international competition, many companies have been seeking the unique ways to be able to stand out from the global competition. The main issue is to understand how to react to the unpredictable market fluctuation. By understanding the consumer behaviors precisely and offering the products rapidly to satisfy customers’ need are the main principle for business success.

This thesis adopted case study approach to analyze a benchmarking fashion company Zara and a consumer electronics company, called Aiptek. Zara’s successful study lies on its excellence at listening to customers’ voices and adopting the opinions from customers, collecting sales data from shops, designing in a fast and flexible tempo, and delivering in a highly efficient supply chain. Therefore, although Zara offers the products at frugal price and mimic style, its series of value added service boost up its revenue and profit, and it also gains a good reputation in the customer’s mind worldwide. For Taiwan consumer electronics companies, they still have plenty of rooms to be improved in this domain. According to this thesis, Taiwan consumer electronics companies can learn lessons from Zara’s merits in three directions. First, in new product development, they have to consider the customer needs, and set up appropriate platforms to turn ideas to products in a more efficient way; In supply chain management, they can organize good distribution systems, launch the product in the market quickly, and build up an well-designed order system to produce rapidly with controlled inventory; Finally, about the customer service, although it’s difficult to have the same luxury shop as Zara, but it’s still possible to ensure the sustainability by creating a good interaction with customers via internet, paying attention to the customer feedbacks. Overall, this is exactly the way to shape up the brand image.

並列關鍵字

Consumer Electronics ； Customer Service ； Supply Chain Management ； Technological Innovation Management

參考文獻

林福仁(2000) ：電子商務與供應鏈管理。台北：華泰文化事業股份有限公司，2000年5月，pp. 327。

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