紡織要素品牌商之關鍵成功因素研究

The Analysis of the KSF of Textile ingredient brands

廖正祺(Cheng-Chi Liao)

指導教授 ： 許嘉文

國立中正大學/管理學院/企業管理學系/碩士(2015年)

摘要

摘 要
台灣紡織產業在面臨全球化分工與激烈競爭之下，如何發展要素品牌來強化競爭力與吸引國際成衣品牌合作是非常重要的課題。尤其是現今留在台灣的紡織產業大部分機能性紡織品，客戶對象多是國際知名運動品牌商。他們對於紡織布料供應商有一套完整的檢驗標準與經營法規。在成為品牌商供應鏈的候選供應商之前，企業必須要先行投入相關人力訓練，改造公司內部經營環境與設備，並利用加入國際知名紡織品環保認證瑞士bluesign®之認證，來達到節能，環保，愛地球的策略行動並創造友善地球的生產環境，藉此可以讓新供應商在爭取進入品牌商供應鏈時能夠提升公司形並加深其合作意願。
鑑於此，本研究透過國、內外相關的文獻資料，利用個案訪探研究，探討紡織業者在進入國際品牌供應鏈以及成為要素品牌商的過程中，如何藉由產品定位與策略定位來規劃企業的經營方針，並藉由外部的品牌商對供應商的法規規範來調整企業內部的組織架構來滿足服務品牌商的需求。期望由本研究能夠給紡織相關產業在規劃市場與客戶時有更多的思考面向與策略參考。
關鍵字：要素品牌、產品定位、策略定位、公司能力

關鍵字

公司能力 ； 策略定位 ； 產品定位 ； 要素品牌

並列摘要

Abstract
Taiwan's textile industry faced with globalization, under the division of labor and competition, how to develop the ingredient brand business to strengthen competitiveness and attract international clothing brands are very important topic. Especially now stay in Taiwan's textile industry are most functional textiles, target customers are mostly well-known international sports brands. They manage fabrics supplier by a complete set of test standards and operating regulations. Before becoming a candidate for brands supply chain providers, enterprises must first put the relevant manpower training, transform the company's internal operating environment and equipment, and the use to join the internationally renowned Swiss textile environmental certification of bluesign® certification, to achieve energy saving and environmental protection and create a friendly planet production environment. By this to allow new suppliers to gain access to brands when the supply chain can enhance the company's form and deepen their willingness to cooperate.
In view of this, the study by the country, both inside and outside the relevant literature, visit explore the use of case studies to explore the textile industry in the process of entering the international supply chain and become ingredient brand of the brand, how to set product positioning and strategic positioning to plan enterprise operating principles, and by external suppliers brands norms and regulations to adjust the internal organizational structure to meet the needs of the demand of brands. Expected by the research related to the textile industry can have more thought and strategy for the client reference and market planning.

Key words: ingredient brand、 product positioning、Strategic Positioning、company capability

並列關鍵字

Strategic Positioning ； product positioning ； ingredient brand ； company capability

參考文獻

余遠德(1996),我國汽車製造業關鍵成功因素之探討，國立中興大學

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