台灣製鞋機械公司之商業模式分析－以國內某製鞋機械廠商為例

隨著休閒運動風氣的遽增，連帶地使得民眾對於運動鞋類的需求擴大，鞋類製造產業也隨之蓬勃發展。與國內三大製鞋廠商長期合作的通盛機械與研將企業，擁有多年的鞋機製造經驗，提供許多知名運動品牌良好的服務，長期與下游製造商保持絕佳關係。然而，在現今外在環境因子多重演變之下，兩家公司亦面臨諸多考驗。對此，本研究以通盛機械與研將企業作為研究對象，並以 PEST 分析、 SWOT 分析及商業模式探討兩家企業之經營現況。分析結果顯示，兩家個案公司擁有十一項優勢、四項劣勢、六項機會與六項威脅，本研究並根據 SWOT 矩陣擬定出三項策略。其次，再針對現有商業模式不足之處，增列目標客層、通路、價值主張、關鍵合作夥伴及關鍵活動共五個項目，藉由各項分析工具之助，期盼能夠提供企業經營者未來發展與規劃之參考。

關鍵字

SWOT 分析； PEST 分析；製鞋機械公司；商業模式

並列摘要

With the rapid growth of leisure sports and the increasing demand for sports shoes, the shoe manufacturing industry also flourished. Tung Sheng Company and Strong Basic Enterprise Limited Company which cooperate with three major shoe manufacturers for a long time have many years of shoe machine manufacturing experience, and provide good service to many well-known sports brands. However, under the evolution of many external environmental factors nowadays, enterprises are also facing many tests in the process of development. Therefore, this research takes Tung Sheng Company and Strong Basic Enterprise Limited Company as the research object. The present situation of two enterprises is discussed by PEST analysis, SWOT analysis and the business model. The results of the analysis showed that the two case companies have 1 1 strengths, 4 weaknesses, 6 opportunities and 6 threats. Three strategies are proposed according to the SWOT matrix. Five projects including customer segment, channels, value positions, key partners and key activities were added to complement the shortcomings of the existing business model. Through the adjustments of strengths and weaknesses, environmental analysis and business model and the recommendations, the research can provide a reference for the future development and planning of business operators.