運動服飾製造商轉型自有品牌策略分析

有鑒於臺灣運動服飾代工乃以紡織產業為發展的基礎，然而受國內景氣變動與市場供應鏈版圖變化，致使運動服飾代工的邊際利潤逐漸萎縮，因而許多運動服飾代工企業無不相競改變經營模式，期能突破產業瓶頸，創造永續發展競爭力。於此，本研究採用深度訪談法，以臺灣運動服飾代工業者-J個案公司作為研究對象，旨在探討運動服飾代工產業轉型自有品牌的策略發展與過程，以瞭解運動服飾代工企業在面臨智慧製造轉型的壓力下，如何成功轉型自有品牌。本研究發現個案公司積極運用研發創新技術開發運動機能服飾自有品牌，強調品牌行銷與研發並重發展以創建良好的企業形象，成功轉型為自有品牌製造商。

關鍵字

運動服飾代工；自有品牌；競爭策略

並列摘要

With the marginal profits of sportswear manufacturers have gradually shrunk, many sportswear manufacturers pursue a transformation of OEM (Original Equipment Manufacturer) to OBM (Original Brand Manufacturer). This study conducts an in-depth interview to investigate the strategy development and process of the transformation from professional OEM to OBM strategy in the small and medium-sized sportswear manufacturer. This study concludes that a good corporate image, or reputation can be as the key factors, strategies and implementations with the company's limited enterprise resources. The findings can effectively provide a reference for future academic research, enterprise development, and policy makers by relevant government or management and authorization.

並列關鍵字

Sportswear Manufacturers ； Original Brand Manufacturer (OBM) ； Competitive Strategy

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運動服飾製造商轉型自有品牌策略分析

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