台灣女性內衣產業競爭策略之研究 -以S公司為例

Study on the Competitive Strategies of Female Underwear Industry in Taiwan -- A case study on S company

洪麗玲(Lee-Ling Hung)

指導教授 ： 李 弘 暉

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

台灣自加入WTO後，女性內衣市場更加開放，許多進口品牌紛紛加入，使得市場競爭更為激烈，讓整個女性內衣市場漸趨飽和。
本研究採用質性個案研究方法，透過文獻回顧及探討，相關次級資料的蒐集歸納了解產業現況、策略、趨勢及商機，對整個產業進行分析，並將個案公司如何成為產業領導者做深入分析研究，包含競爭力分析、關鍵成功因素分析，除了以Porter五力分析及內部價值鏈分析了解個案公司競爭態勢，並藉由SWOT分析，找出個案公司優、劣勢及機會與威脅，進而提出個案公司之競爭策略與改善方向，也給與個案公司及業者相關建議，以供未來制定競爭策略與相關措施之參考，並希望對於個案公司與產業之企業有所助益。

關鍵字

五力分析 ； SWOT分析 ； 價值鏈分析

並列摘要

After Taiwan’s joining in WTO, the female underwear market becomes opener. Many overseas brands come and try to share the market, which makes it more competitive. The female underwear market has reached a peak status.

This paper applies qualitative method to do the case study. This paper analyzes the overall industry through literature review and discussion as well as collection and organization of related minor information on current industrial conditions, strategies, trends and business opportunities. A thorough study on the S company is made to further analyze how it becomes the leading company in the industry. The analysis covers competitiveness and key factors to success. In addition to Porter 5 force analysis and internal value chain analysis for exploring the competitiveness of the case company studied, this paper also applies SWOT analysis to find out S company’s strengths, weaknesses, opportunities and threats. Then, this paper proposes the competitive strategies and directions for improvement for the case company. This paper also proposes suggestions to the case company and owners as reference for future planning of competitive strategies and related measures. It is also expected that this paper will be helpful to the case company and the industry.

並列關鍵字

5 Force Analysis ； SWOT Analysis ； Value Chain Analysis

參考文獻

20.王同年 (2006年)，「台灣女性內衣產業兩大龍頭廠商競爭策略之研究」，國立台灣大學管理學院國際企業管理碩士論文。

29.黛安芬國際股份有限公司，網址 :http://www.triumph.com.tw。

30.艾思妮國際股份有限公司，網址：http://www.modemarie.com.tw。

5. Glueck, William F. (1972),Business Policy:Strategy Formation and Mangamement Action

2. Weihrich (1982) The Tows Matrix-A Tool for SituationalAnalysis , Long Rang Panning,Vol.15,No.2,1982,p6。