消費趨勢瞬息萬變,流行風格存在於日常生活之中卻不易掌握,風格創新成為企業追求產品突破的策略選項,具流行、審美及象徵性元素的產品更是維持流行商品競爭優勢的關鍵。本研究首先回顧過去國外相關研究,發現不同的驅動因子有截然不同的風格創新途徑,採用多個案研究法,以台灣製鞋廠商尋求流行風格之動機與經營型態調整為研究主軸,探討其演變的歷史變化軌跡。此外,檢視廠商受政策環境的的衝擊,如何透過新風格的塑造或消費群的改變,成功地回應政策環境並轉型至不同的經營層面。 個案分析顯示,台灣製鞋廠過去藉由替國際品牌廠或國內品牌通路商代工的方式,累積深厚的技術能力,並透過不斷地自我能力調整與市場觀察,除強化研發能力以適應環境變化,更由多年培養的產業經驗研發新產品,並培養市場的敏感度以判斷市場風格變化及引進新風潮的能力。這些廠商顯現與國外文獻所呈現的創新脈絡差異,以獨特方式,掌握本身能耐並融合外部網絡多元性的資源以有效提高價值,迥異於國外流行產業或引領風潮的大型公司,個案鞋廠創新元素的來源多由生產技術的改善、日常生活的素材、身兼通路銷售員的設計師、或為滿足特殊族群市場的消費者等層面所歸納出生活風格創新的驅動軌跡。本研究冀望透由個案廠商的經驗與實務運作,找出台灣廠商自身創新之競爭優勢,讓致力於開發風格創新的企業作為借鏡。
Style innovation is the most important strategy for enterprises creating new product. It not only emphasizes the property of products but also associates with image of enterprise and the service value it can give. Aesthetics and symbolic elements of products are the key point in maintaining the competitive advantage of products. This study adopts multiple case method, conducts in-depth interviews and search secondary data from many sources. Through the comparing and contrasting in Taiwan shoe’s industry . Aims to answer the following research questions : What is the motivation of popular style which pursued ? How can manufacturing company emerge history evolution? In addition, look impacts and responses of enterprises which are in dynamic change of policy environment. Conclude the drive path from many aspects and indicates that innovative elements always from daily life, designers and specific markets. This study can provide valuable suggestions to firms that are facing difficulties.