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題名 體驗經濟時代下機能衣業通路轉型之研究-以J公司為例
The study of channel transformation for the function closinf industry in the experienced economy era-base on J firm for a case
作者 石鳳嬌
貢獻者 季延平
石鳳嬌
關鍵詞 體驗經濟
機能衣業
通路轉型
Experienced Economy
The Function Clothing
Channel Transformation
日期 2016
上傳時間 1-Mar-2017 17:05:42 (UTC+8)
摘要 本研究的進行，乃基於體驗經濟時代的來臨促使消費模式的改變，再加上氣候異常與競爭日激等外部環境劇變，使得原先營運有成的機能衣業業者營運業績下滑劇烈，則如何從中突破營運困境即是功能衣業者當前重要議題。然而體驗經濟的落實，需從通路進行。但我國機能衣業大多是歷史悠久的傳統公司，要其立即配合體驗經濟時代需求的通路轉型，必會產生問題而需克服，促其業績與獲利成長。有鑑於此，本研究針對企業策略與戰術、行銷策略-4P’s到4R’s、行銷通路的定義、結構、行為與關係、策略、衝突、風險、創新、績效評估、多通路行銷和整合等進行文獻探討。並以體驗經濟時代為自變數，機能衣業通路轉型為應變數，進行探索性的個案式研究。其中從個案產業結構、公司營運現況、通路發展變化等三方向進行分析。最後，本研究得出如下結論與建議。
     結論上，一則機能衣業”產品領域”擴增，而致”競爭者領域”產生變化。二則機能衣業通路變化大，勢必轉型。
     建議上，根據商店類型鋪貨而非一致性鋪貨，並轉為多功能的通路。按照經銷商特性而對商品廣度及深度，給予不同支援。針對大型連鎖通路開發獨家專賣產品，增加合作模式。而且與同業通路共享，減少商品的備貨風險。強化虛擬通路的規劃，人力與訓練。發展主動攻擊的追單的團體訂單模式。
The dramatic change of consuming model and external environments, they lead the sales of the function clothing to declining in the experienced-economy era. How do the function clothing transform to boost their sales in the experienced-economy era? The only way: they have to promote channel-transformation. Therefore, the study invested in literature(business strategy, marketing strategy, marketing channel etc.) review, adapted exploring and case study, and analyzed the industry structure, operating situation and channel change of the case deeply. In the end, the study got the conclusion and suggestion:
     In the conclusion:
     1. The function clothing has to develop the “product field” to the “competitors field”.
     2. The function clothing has to promote channel-transformation comprehensively.
     In the suggestion:
     1. The case firm has to base on the difference of channel to supply and develop multi-function channel.
     2. The case firm has to base on the characteristic of dealers to support.
     3. The case firm has to develop exclusive-monopoly product with the large-chain-channel, and increase cooperative models.
     4. The case firm has to strengthen the planning, human recourse and training of the virtual channel.
     5. The case firm has to develop initiative sale on the group orders.
"摘要 I
     目錄 V
     圖目錄 VII
     表目錄 IX
     第一章 研究緒論 1
     第一節 背景與動機 1
     第二節 方向與目的 3
     第三節 預期貢獻 4
     第四節 論文架構 4
     第五節 研究限制 5
     第二章 文獻探討 6
     第一節 企業策略與戰術 6
     第二節 行銷策略-4P`s到4R`s 9
     第三節 行銷通路的定義與過程 12
     第四節 通路結構 15
     第五節 通路行為與關係 28
     第六節 通路策略 40
     第七節 通路衝突 55
     第八節 通路風險 66
     第九節 通路創新 77
     第十節 通路績效評估理論 100
     第十一節 多通路行銷和通路整合 102
     第三章 研究架構與方法 111
     第一節 研究架構 111
     第二節 研究方法 112
     第四章 個案分析 117
     第一節 個案產業環境之分析 117
     第二節 個案營運現況之分析 125
     第三節 個案通路發展之分析 133
     第五章 結論與建議 140
     第一節 結論 140
     第二節 建議 141
     參考文獻 143
     中文文獻 143
     英文文獻 143
     網路文獻 146
參考文獻 中文文獻
     陳振祥，ODM 策略之理論架構與實證，國立臺灣大學碩士論文，1996。
     李明，OEM環境下支援產品開發設計的若干關鍵技術研究，重慶大學博士學位論文，2004。
     齊慧，我國OEM企業的戰略分析與對策研究，集美大學碩士學位論文，2008。
     程保忠，機電產品加工貿易企業戰略的系統研究-基於OEM、ODM和OBM的研究，同濟大學博士論文，2005。
     蘇卉，高科技業代工合作中知識轉移運行機制與效率研究，上海交通大學博士論文，2008。
     陳志，科技型企業核心競爭力研究，中國農業大學博士論文，2004。
     宋永高，OEM能讓品牌國際化嗎，2002？www.oemcenter.net
     
     英文文獻
     Adrews K., The Concept of Corporate Strategy, Homewood, 1971: p.286.
     Arthur A Thompson, Jr. A. J. Stirckland, Strategic Management, 13 edi., McGraw-Hill, 2004.
     C. K. Prahalad, Gary Hamel, The Core Competence of the Corporation, Harvard Business Review, May–June 1990.
     Coase Ronald, The nature of the firm, Economica 1937, 4, 386-405.
     David Colli, Cynthia A. Montgomery, Competition Resource & Strategy in 1990s, Harvard Business Review,1995.
     Deardorff, Alan, Djankov, Simeon, Knowledge Transfer under Subcontracting: Evidence from Czech Firms, World Development, Oct2000, Vol. 28 Issue 10, p183.
     E. Chamberlin, The Theory of Monopolistic Competition, Cambridge Mass, Harvard Business University Press, 1939.
     Foss, Nicolai1, Research in Strategy, Economics and Michael Porter, Journal of Management Studies, 1996(1):1-24.
     G Hamel C. K., Prahalad, Strategic Intent. Harvard Business Review, 1989.
     Gereffi G., Humphrey J., Sturgeon T., The governance of global value chains, Review of International Political Economy, 2005,Vol.12, Issue1, pp.78-104.
     Gunnarson, Sven, and Levitt, Raymond, E., Is a building a hierarchy or a market？, Proceedings of the 7th Internet Congress, Copenhagen, 1982.
     H.1.Ansolf, Corporate Strategy, McGraw-Hill, 1965.
     Hamel G., Strategyas Revolution, Harvard Business Review, 1996(4): 67-82.
     Heshmati, A,. Productivity Growth, Efficiency and Outsourcing in Manufacturing and Services, Journal of Economic Surveys. 2003, 17(1), 79-112.
     Holmes. The organization and localization of production subcontracting, in Scott, A. J. & Storper, M. J. (eds.)： Production, work, territory. The geographical anatomy of industrial capitalism,Allen & Unwin, Boston, 1986.
     J. B. Bamey, Firm Resource & Sustained Competitive Advantage, Journal of Management, 1991(3):45-56.
     Johnstone, B., Taiwan holds its lead, local makers move into new systems, Far Eastern Economic Review, 1989, 31 August, P 50-51.
     Jonathan Reuvid and John Hinks, Managing Business Support Services: Strategies for Outsourcing and Facilities Management，Kogan Page; 2nd edi, 2003.
     Lippman.S.A.andRumelt.R.P.UncenainLimitability：AnAnalysisofInterimintertinnDifferencesinEfficiencyunderCompetition.BellJournalofEconomics,1982(13)：41-53。
     M. Hobday, Innovation in East Asia: Diversity and Development, Technovation, Volume: 15, Issue: 2, March, 1995, pp. 55-63.
     Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, 1998.
     Michael, E.Porter, Towardsa Dymanic Theory of Strategy, Strategic Management Journal, Vol,12:95-117.
     Mintzberg, Henry and J. B. Quinn, Five Ps for Strategy in The Strategy Process, Prentice-Hall International Editions, 1992:12-19.
     Prahalad, C. k., Hamel Gary, The Core Competence of the Corporation, Harnard Business Review, May-June 1990:79.
     Reve, T. and Levitt, R.E., Organization and governance in construction, Project management, 1984, 2, 17-25.
     Sanchez, Ron, Reinventing Strategic Management: New Theory and Practice for Competence-based Competition, European Management Journal, 1997(I5):31。
     Stephen A. Ross, Randolph W. Westerfield, Jeffrey F. Jaffe, Corporate Finance, 6Edi., McGraw-Hill, 2002..
     Se-Hwa Wu & Frederick B.Hsu, Towards a knowledge-based view of OEM relationship building: sharing of industrial experiences in Taiwan, International Journal of Technology Management, Vol.22, No.5, 2001.
     Stinchombe, A. L,. Bureaucratic and Craft Administration of Production:A Comparative Study, Administrative Science Quarterly, 4 (September): 1959, 168-87.
     Walker, A., Project management in construction, 3rd Edi, Blackwell, 1996, Oxford.
     Walker, A. and Chau, K.W., The relationship between construction project management theory and transaction cost economies. Engineering Construction and Architectural Management, 1999, 6, 166-176.
     Williamson, O.E., Markets and Hierarchies: Analysis and Antitrust Implications, The Free Press, 1975.
     Williamson, O.E., Transaction cost economics: the governance of contractural relations, Journal of Law and Economics, 1979, 22, 233-261.
     Yoshino, Michael Y；U.Srinivasa Rangan, Strategic Alliarrces: An Entrepreneurial Approach to Globalization, Harvard Business School Press, 1995.
     Yossef Spiegel, Horizontal Subcontracting, RAND Journal of Economics, The RAND Corporation, 1993, vol. 24(4), pages 570-590, Winter.
     
     網路文獻
     Gore-Tex :
     http://goretex.com.tw/tw/guarantee_Responsibilities04.php
     http://www.moneydj.com/KMDJ/Wiki/wikiViewer.aspx?keyid=8396731a-94ed-4786-9473-f974e31dd73f
     MoneyDJ 財經知識庫
     http://www.moneydj.com/KMDJ/Wiki/wikiViewer.aspx?keyid=8396731a-94ed-4786-9473-f974e31dd73f#ixzz4QukyZ6jz
     羽絨衣:
     http://www.fao.org/DOCREP/005/Y4359E/y4359e0i.htm
     http://www.hoplion.com.tw/index.php?a=down&id=133
     http://www.hoplion.com.tw/index.php?a=down&id=144
     http://www.hoplion.com.tw/index.php?a=down&id=145
     http://www.sagefeather.com/feather.htm
     台灣區羽毛輸出工業同業公會官網，www.taiwanfeather.org.tw
     工研院(2010)，<<台灣精緻禽品推動先期策略規劃研究>>
     皇室股份有限公司產品標示吊卡
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
102932407
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102932407
資料類型 thesis
dc.contributor.advisor 季延平zh_TW
dc.contributor.author (Authors) 石鳳嬌zh_TW
dc.creator (作者) 石鳳嬌zh_TW
dc.date (日期) 2016en_US
dc.date.accessioned 1-Mar-2017 17:05:42 (UTC+8)-
dc.date.available 1-Mar-2017 17:05:42 (UTC+8)-
dc.date.issued (上傳時間) 1-Mar-2017 17:05:42 (UTC+8)-
dc.identifier (Other Identifiers) G0102932407en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/106832-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 102932407zh_TW
dc.description.abstract (摘要) 本研究的進行，乃基於體驗經濟時代的來臨促使消費模式的改變，再加上氣候異常與競爭日激等外部環境劇變，使得原先營運有成的機能衣業業者營運業績下滑劇烈，則如何從中突破營運困境即是功能衣業者當前重要議題。然而體驗經濟的落實，需從通路進行。但我國機能衣業大多是歷史悠久的傳統公司，要其立即配合體驗經濟時代需求的通路轉型，必會產生問題而需克服，促其業績與獲利成長。有鑑於此，本研究針對企業策略與戰術、行銷策略-4P’s到4R’s、行銷通路的定義、結構、行為與關係、策略、衝突、風險、創新、績效評估、多通路行銷和整合等進行文獻探討。並以體驗經濟時代為自變數，機能衣業通路轉型為應變數，進行探索性的個案式研究。其中從個案產業結構、公司營運現況、通路發展變化等三方向進行分析。最後，本研究得出如下結論與建議。
     結論上，一則機能衣業”產品領域”擴增，而致”競爭者領域”產生變化。二則機能衣業通路變化大，勢必轉型。
     建議上，根據商店類型鋪貨而非一致性鋪貨，並轉為多功能的通路。按照經銷商特性而對商品廣度及深度，給予不同支援。針對大型連鎖通路開發獨家專賣產品，增加合作模式。而且與同業通路共享，減少商品的備貨風險。強化虛擬通路的規劃，人力與訓練。發展主動攻擊的追單的團體訂單模式。		zh_TW
dc.description.abstract (摘要) The dramatic change of consuming model and external environments, they lead the sales of the function clothing to declining in the experienced-economy era. How do the function clothing transform to boost their sales in the experienced-economy era? The only way: they have to promote channel-transformation. Therefore, the study invested in literature(business strategy, marketing strategy, marketing channel etc.) review, adapted exploring and case study, and analyzed the industry structure, operating situation and channel change of the case deeply. In the end, the study got the conclusion and suggestion:
     In the conclusion:
     1. The function clothing has to develop the “product field” to the “competitors field”.
     2. The function clothing has to promote channel-transformation comprehensively.
     In the suggestion:
     1. The case firm has to base on the difference of channel to supply and develop multi-function channel.
     2. The case firm has to base on the characteristic of dealers to support.
     3. The case firm has to develop exclusive-monopoly product with the large-chain-channel, and increase cooperative models.
     4. The case firm has to strengthen the planning, human recourse and training of the virtual channel.
     5. The case firm has to develop initiative sale on the group orders.		en_US
dc.description.abstract (摘要) "摘要 I
     目錄 V
     圖目錄 VII
     表目錄 IX
     第一章 研究緒論 1
     第一節 背景與動機 1
     第二節 方向與目的 3
     第三節 預期貢獻 4
     第四節 論文架構 4
     第五節 研究限制 5
     第二章 文獻探討 6
     第一節 企業策略與戰術 6
     第二節 行銷策略-4P`s到4R`s 9
     第三節 行銷通路的定義與過程 12
     第四節 通路結構 15
     第五節 通路行為與關係 28
     第六節 通路策略 40
     第七節 通路衝突 55
     第八節 通路風險 66
     第九節 通路創新 77
     第十節 通路績效評估理論 100
     第十一節 多通路行銷和通路整合 102
     第三章 研究架構與方法 111
     第一節 研究架構 111
     第二節 研究方法 112
     第四章 個案分析 117
     第一節 個案產業環境之分析 117
     第二節 個案營運現況之分析 125
     第三節 個案通路發展之分析 133
     第五章 結論與建議 140
     第一節 結論 140
     第二節 建議 141
     參考文獻 143
     中文文獻 143
     英文文獻 143
     網路文獻 146		-
dc.description.tableofcontents 摘要 I
     目錄 V
     圖目錄 VII
     表目錄 IX
     第一章 研究緒論 1
     第一節 背景與動機 1
     第二節 方向與目的 3
     第三節 預期貢獻 4
     第四節 論文架構 4
     第五節 研究限制 5
     第二章 文獻探討 6
     第一節 企業策略與戰術 6
     第二節 行銷策略-4P`s到4R`s 9
     第三節 行銷通路的定義與過程 12
     第四節 通路結構 15
     第五節 通路行為與關係 28
     第六節 通路策略 40
     第七節 通路衝突 55
     第八節 通路風險 66
     第九節 通路創新 77
     第十節 通路績效評估理論 100
     第十一節 多通路行銷和通路整合 102
     第三章 研究架構與方法 111
     第一節 研究架構 111
     第二節 研究方法 112
     第四章 個案分析 117
     第一節 個案產業環境之分析 117
     第二節 個案營運現況之分析 125
     第三節 個案通路發展之分析 133
     第五章 結論與建議 140
     第一節 結論 140
     第二節 建議 141
     參考文獻 143
      中文文獻 143
      英文文獻 143
      網路文獻 146		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102932407en_US
dc.subject (關鍵詞) 體驗經濟zh_TW
dc.subject (關鍵詞) 機能衣業zh_TW
dc.subject (關鍵詞) 通路轉型zh_TW
dc.subject (關鍵詞) Experienced Economyen_US
dc.subject (關鍵詞) The Function Clothingen_US
dc.subject (關鍵詞) Channel Transformationen_US
dc.title (題名) 體驗經濟時代下機能衣業通路轉型之研究-以J公司為例zh_TW
dc.title (題名) The study of channel transformation for the function closinf industry in the experienced economy era-base on J firm for a caseen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
     陳振祥，ODM 策略之理論架構與實證，國立臺灣大學碩士論文，1996。
     李明，OEM環境下支援產品開發設計的若干關鍵技術研究，重慶大學博士學位論文，2004。
     齊慧，我國OEM企業的戰略分析與對策研究，集美大學碩士學位論文，2008。
     程保忠，機電產品加工貿易企業戰略的系統研究-基於OEM、ODM和OBM的研究，同濟大學博士論文，2005。
     蘇卉，高科技業代工合作中知識轉移運行機制與效率研究，上海交通大學博士論文，2008。
     陳志，科技型企業核心競爭力研究，中國農業大學博士論文，2004。
     宋永高，OEM能讓品牌國際化嗎，2002？www.oemcenter.net
     
     英文文獻
     Adrews K., The Concept of Corporate Strategy, Homewood, 1971: p.286.
     Arthur A Thompson, Jr. A. J. Stirckland, Strategic Management, 13 edi., McGraw-Hill, 2004.
     C. K. Prahalad, Gary Hamel, The Core Competence of the Corporation, Harvard Business Review, May–June 1990.
     Coase Ronald, The nature of the firm, Economica 1937, 4, 386-405.
     David Colli, Cynthia A. Montgomery, Competition Resource & Strategy in 1990s, Harvard Business Review,1995.
     Deardorff, Alan, Djankov, Simeon, Knowledge Transfer under Subcontracting: Evidence from Czech Firms, World Development, Oct2000, Vol. 28 Issue 10, p183.
     E. Chamberlin, The Theory of Monopolistic Competition, Cambridge Mass, Harvard Business University Press, 1939.
     Foss, Nicolai1, Research in Strategy, Economics and Michael Porter, Journal of Management Studies, 1996(1):1-24.
     G Hamel C. K., Prahalad, Strategic Intent. Harvard Business Review, 1989.
     Gereffi G., Humphrey J., Sturgeon T., The governance of global value chains, Review of International Political Economy, 2005,Vol.12, Issue1, pp.78-104.
     Gunnarson, Sven, and Levitt, Raymond, E., Is a building a hierarchy or a market？, Proceedings of the 7th Internet Congress, Copenhagen, 1982.
     H.1.Ansolf, Corporate Strategy, McGraw-Hill, 1965.
     Hamel G., Strategyas Revolution, Harvard Business Review, 1996(4): 67-82.
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