時尚服裝產業經營模式研究與探討—以顧客需求分類個案為例

Business models of fashion industry－A case study based on customer requirements

李惠雪(Hui-Hsueh Lee)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100677

摘要

台灣曾有「成衣王國」之稱，時尚服裝產業曾是引領台灣經濟起飛的主要產業之一，近幾年隨著經濟的發展及產業轉型的升級之下，台灣的時尚服裝產業已經朝向附加價值較高的產品發展，在大陸、越南、印度等新興國家崛起後，企業漸漸地將工廠外移至工資較便宜的國家進行生產，以降低具有競爭力的勞動成本衝擊。近年來產業的大量外移，導致外銷出口值大量的縮水，整體呈現衰退的趨勢，最主要原因是台灣市場的改變導致企業成本壓力上升，以及產業間彼此競爭激烈。雖然技術和品質已達到世界水準，但多數還是以委託代工為主，目前只有少數的企業朝向原創品牌製造之路發展。台灣是全球重要的代工基地，但代工是往前走的基礎而非最終的目標。
長久以來，時尚服裝產業的行銷模式是企業將產品生產出後，再進行一連串的行銷活動，然而隨著國民所得提高及消費者消費型態的改變，時尚服裝產業已發展成為成熟型的產業型態，競爭十分激烈，消費者的需求多變，追求時尚感及新穎的服裝；網際網路興起所帶來的各種創新經營模式，及全球化的思維觀點使得企業必須時時調整腳步，以符合消費者每季不同的新需求。本研究是以個案研究的方法，並以顧客導向需求分類為主，對於選定的成功知名企業進行經營模式的分析及探討，逐一分析經營模式的構面內容，以瞭解企業在設定目標顧客時所採用的經營模式，主要的核心價值及趨動經營模式的構面內容，進而能相互影響。
本論文針對香奈兒、Zara、優衣庫等三個成功的個案進行經營模式深入剖析，藉由這些國外的成功個案分析結果，能提供台灣產業企業再造及升級的新典範。本研究經由個案的整理與分析、深入的探討後，發現這些成功的個案，注重以顧客需求為導向的生產重心，並依循不同的定位以及目標，進行一系列的商業活動，分別有著不同的經營模式並有效的利用資源等關鍵因素，才能創造出獨一無二的經營模式，達到永續經營的目標。未來台灣時尚服裝產業面對著新興國家的崛起、低價競爭的來臨等，因應這些影響，企業必須要調整經營策略，落實國際化的分工合作，以掌握全球運籌，維繫競爭力並快速回應消費者的需求，才能在如此劇烈競爭的環境中繼續生存下去。

關鍵字

經營模式 ； 時尚服裝產業 ； 顧客需求分類

並列摘要

Taiwan was “Garments Kingdom” that clothes industry was once one of major industries to lead Taiwan’s prosperity. With development in economy and transform upgraded in industry, Taiwan’s clothes industry has developed a series of product lines with higher added-value. After developing countries emerged, such as Mainland China, Vietnam, and India and so on, companies moved away their own plants and entered into countries with lower labor costs in mass production and reduction of impact hit by more competitive labor cost. In recent years, a lot of industry immigration has decreased export revenue with downward trend overall. The major factors to all of these were higher cost pressure in Taiwan market that companies have to suffer and keen competition between industries. Although the technology and quality has achieved worldwide level, most of companies have operated on basis of Original Equipment Manufacturing mode (OEM) that only few companies developed toward Own Branding & Manufacturing, (OBM). Taiwan is an important OEM basis around the world; however, OEM is only a foundation, not a goal.
Over the past years, mass production and a series of campaigns for finished commodities have been a common marketing approach in clothes industry; however, with public income increments and changes in consumption pattern, clothes industry has been in maturity that the keen competition, consumers’ changeable demands, pursuit of fashionable and new style, versified type of operation due to reason of Internet Network emerged, and necessity of flexibility behind globalization perceptive of thinking to meet new, distinctive demands for every season.This study selects, analyzes and discusses the type of operation implemented in famous enterprises with excellent performance on basis of categorization of customers’ demands through case study method; it analyzes content in dimensions of operational mode one by one to make a full understanding of modes adopted by firms while in selection of target customers, major core value and dimensional content of driving operational mode for further interaction mutually.
This study has an in-depth analysis on successful mode of operation in three cases, CHANEL, Zara and UNIQLO. By virtue of the analysis results, paradigm for reengineering and upgrade can be given to firms and industry in Taiwan. The discovery of such successful cases through compilation, analysis and in-depth discussion drives a power to emphasize critical factors such as production against customers' demands, a series of commercial activities in accordance with distinctive positioning and targets, implementation of different operational modes and effective deployment of resources to create a unique mode in operation and achieve goal of sustainable operation. In future, clothes industry in Taiwan, faced with new developing countries emerged and upcoming of low-end price competition, need to make adjustments on strategies for operation, embody diversified cooperation around the world, and seize global power, maintain competitiveness and respond consumers' demands rapidly for survival in the environment with keen competition.

並列關鍵字

Fashion Industry ； Business Models ； Customer Requirements

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