數位、循環、體驗經濟與商業模式之研究-以時尚品牌為例

全球時尚產業遇到數位經濟、循環經濟、體驗經濟的浪潮興起，為持續拓展國內外市場，迎合消費者行為的改變，中小企業的因應之道已是當前最重要的經營課題。本研究採質化研究之個案研究法及深度訪談法，以「沙布喇‧安德烈SABRA ANDRE」原住民時尚品牌做為個案研究對象。數位經濟、循環經濟、體驗經濟的論述為主要研究架構，彙整專家訪談探討三元經濟對國內外時尚品牌之影響層面及實務應用，透過個案的發展歷程及經營現況，再整合專家建議提出適合個案建構之商業模式，以及有助個案「向上流行」發展之關鍵因素。研究結論的第一點是個案在導入三元經濟到商業模式時，商品結構計劃要以金字塔型來區隔市場和堆疊業績。第二點是個案除了要兼顧設計力和市場面，仍需持續與消費者溝通的六大重點，分別是高辨識度、商品等級、時間價值、技術價值、產地價值、故事價值。建議後續研究者可以擴大研究樣本，包括增加其他時尚品牌、分析不同產業，或是從消費者角度來探討，做為中小企業整合應用三元經濟到商業模式之參考依據。

關鍵字

數位經濟；循環經濟；體驗經濟；商業模式畫布圖；原住民

並列摘要

As fashion industry enters the wave of digital economy, circular economy and experience economy, how the small-medium enterprises to embrace the wave to continue expanding the markets and catering the huge changes in consumer behavior is the most important business management topic. This research is based on the Qualitative Research method with case study and in-depth interviews on the case of "SABRA ANDRE" aboriginal fashion brand. The purpose of the research is to explore the influence and practical application of digital economy, circular economy and experience economy in the domestic and international fashion industry and propose business model with key factors of “trickle-up theory” development. In addition to product design and marketing, the aboriginal fashion company needs to continue to communicate with consumers about the product values of unique, quality, history, technique, culture and stories. It is suggested that future follow-up researchers to expand the research by adding samples from different perspectives e.g. other fashion lines, industries and consumers…etc., consolidating the study as a reference for business development.