台灣本土品牌團體服飾業之策略轉型

本文根據團體服飾業產業供應鏈的結構做跨行業導入訪談上、中、下游及消費端，在台灣的同業企業競爭中，其面對大環境國際及國內趨勢變化，所面對的困境延伸到企業本身環境的如何因應，包含接班問題在企業在未來規劃如何面對新的經營模式，讓新世代該有的優勢可轉換成新的轉型策略來面對這一世代的競爭。全球化下的國際分工與貿易中探討台灣傳統服飾業如何轉型以破除原本的競爭，並擴展產業邊界而創造新的藍海商機。本研究主要探討訪談對象其一開始的轉型方向所面對的挑戰，中期廠商如何運用現有的資源創造新的經營模式及行銷策略，現階段產業環境的競爭所遇到的問題，企業能依靠本身的核心能力做何種因應來克服，而面對全球化各項變數牽引要如何事先規劃，擬定計畫，讓企業下個5∼10年的轉型策略尋得正確方向。本研究發現，當這些團體服產業廠商在面臨傳統產業沒落或失去其競爭力時，如何從不同以往的創新思考角度，將自身企業的能力活化，並改變其企業的經營模式，進而達到轉型的目標。同時發現企業資源能力與自由品牌之關係，但可以確定其二者對企業績效是正向關係。當企業資源能力越高時，其企業面對客戶的績效會越高，這部分在企業內其行銷能力與研發設計能力對企業績效最具有影響力；也可以發現到行銷能力的提升可以有助於企業的自有品牌程度及企業績效的提升。利用此研究的結構建議能提供給本土服飾品牌企業的參考之用，並透過創新的策略使得品牌在面對全球化得以持續行銷發展。

關鍵字

本土品牌；團體服飾；策略轉型

並列摘要

In this study, we interviewed the upper streams, middle streams, down streams and consumers of local branded uniform apparel industry. When the international and domestic environment trends change, they do how to face the dilemma in the competition of Taiwan industry. Enterprises plan to face succession issues about different operating pattern in the future. Make the successor have the advantages to transform into a new transformation strategy to face the competition of the new generation. Under the globalization, investigate how Taiwan's traditional apparel industry transforms to maintain competitiveness and expand industrial boundaries to create new blue ocean business opportunities. This study focused on the challenges of enterprises beginning to transform, and secondly how enterprises used existing resources to create new business models and marketing strategies. At this stage, enterprises face the problem of industrial competition, and how enterprises use their core competences to overcome the variables of globalization. How do enterprises plan in advance and get the right transformation strategy in the next 5-10 years? This study shows that when the uniform apparel industry encounters decline or loses competition, it focuses on how to use innovative thinking perspectives to activate corporate capabilities and change business models to achieve the goal of strategic transformation. In addition, it is showed that the resource capacity of the enterprise and original brand manufacturing (OBM) have positive relations with performance. When the enterprise has the higher resource capacity, it will have the higher the performance of customer. Among them, marketing capabilities and R&D design capabilities have the most influence on performance of enterprise. Strengthening marketing capabilities is beneficial to the OBM and performance of enterprise. The results of this research are provided to local branded apparel industry. Under globalization, the brand continues to be marketed through innovative strategies.