台灣自創品牌服飾市場銷售成功企業之個案研究-以「許許兒XUXUWEAR」為例

Successful Apparel Business Model and Marketing of Taiwan Own-brand Enterprise— A case study of XUXUWEAR

黃靜怡(Ching-Yi Huang)

指導教授 ： 楊東震

義守大學/管理學院/管理碩博士班/碩士(2021年)

摘要

本研究屬質性個案研究，深入訪談「許許兒XUXUWEAR」創業經營者，主要研究目的為探討產業轉型與商業經營模式、許許兒創業歷程創與關鍵決策之影響、轉型經營後的下一步規劃與永續經營模式。檔案資料的蒐集包括關於產業轉型及商業模式過程、個案有機服飾創業歷程描述等資料均為本研究資料收集的對象，蒐集研究過程針對資料實施分析。研究結果發現，黑獅實業 (許許兒服飾品牌前身)以原本紡織業為基礎，加入創新經營模式轉型後需要面臨的為不同客戶群關係經營與新客戶的來源開發；能夠成功經營的關鍵在於經營模式主打有機棉材質及真誠的態度、善的循環，使顧客願意購買並表達強烈的品牌忠誠度。經營者的創意與持續經營理念，加上堅持固有文化是許許兒品牌是否能永續經營的關鍵要素，最後本研究根據所蒐集到的經營模式資料，以紮根理論方法逐一依照管理式樣及時序編碼，後依序鑲嵌進入修改後Ｂ－Ｂ過程模式的矩陣內以反映個別管理活動的連結，歸納出個案從紡織業轉型成功的式樣並提出相關的研究命題與結論，以提供管理實務的策略思維。

關鍵字

策略轉變 ； 產業轉型 ； 商業經營模式 ； 紡織業 ； B-B 修正模式 ； 環境、社會、治理

並列摘要

This study is a qualitative research and case analysis by depth interviewing with the entrepreneur of "XUXUWEAR". The purpose focus on exploring the industrial transformation and business model, analyzing the impact of key decision-making according to "XUXUWEAR" entrepreneurial history, and looking into the next step of the management planning and sustainable business model after the transformation.
The data collection includes information on the process of industrial transformation and business model and case description of organic clothing entrepreneurship. The purpose focus on exploring the industrial transformation and business model, analyzing the impact of key decision-making according to "XUXUWEAR" entrepreneurial history (formerly known as BLACK LION ENTERPRISE CO., LTD.), and looking into the next step of the management planning and sustainable business model after the transformation.
These factors successfully enable the customers willing to buy and strengthen their brand loyalty. Furthermore, the critical keys for keeping XUXUWEAR brand sustainable success are entrepreneur’s creativity, the business philosophy of sustainability, and persistence on traditional culture.
According to the collected data and interview information, the Bower–Burgelman (BB) process model of strategy making has been adopted for this strategy process analysis. The links between individual management activities are presented to conclude the marketing strategies and the process of successful transformation from the textile industry. Finally, the study provides conclusion on effective management practice and strategic thinking.

並列關鍵字

Industry transformation ； B-B revision model ； Business model ； ESG(Environment, Social, Governance)

參考文獻

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