A STUDY ON TWO TOP LEADING FIRM’S COMPETITIVE STRATEGY OF TAIWAN’S WOMEN UNDERWEAR INDUSTRY

本研究的主要目的是在台灣女性內衣產業已達成熟階段中，針對寡占市場兩大龍頭廠商(黛安芬與華歌爾)在產品創新與零售通路經營面上做更深化競爭策略分析。在透過現況分析與理論基礎之驗證並輔以個案分析後，冀望能提供業界參考訂定在21世紀贏的策略。 主要研究心得與結論如下：對於廠商「贏的策略」採用了專注，設計能力與服務三原則做為說明之架構。 首先談到專注，對於黛安芬與華歌爾首先要聚焦的是從消費者眼中所感受到的整合式品牌形象與價值──從產品創新設計、媒體廣告、店面裝潢視覺效果到銷售小姐的制服。再從零售通路管理層面檢視，雙方應採取80/20原則，針對前五大或前十大通路客戶集團(例如：新光三越、崇光SOGO等)建立單一窗口業務管理機制，以便有效整合多品牌策略之資源，並針對個別重要客戶集團之營運型態、特色及背後消費者規劃年度行銷企劃案以追求三贏的局面。 接著兩家公司應該加重資源在發展創新設計之能力以達到一流水準，使得品牌與產品能充分呼應流行產業之訴求，同時亦能滿足消費者對生活品味之要求。而兩家公司甚至可評估學習高科技產業結合歐美與亞洲設計人員實施24小時不間斷的接力研究，相信對創意的激發與商業化的速度會帶來突破性的進展。 最後另一重點，便是銷售服務層面。而唯有在銷售小姐對消費者貼心的服務和對產品的專業知識上是無法靠模仿便可奏效。因此如何建立一個完整機制，從招募、訓練、獎酬和激勵去管理超過1,000位銷售小姐之規模，是一重大挑戰？而客戶關係管理(CRM)制度之有效運用，將是誰會再度勝出的不二法門。The purpose of this thesis is to get insight analysis of Triumph and Wacoal’s competitive strategy in the area of product innovation and retailing channel development in Taiwan’s women underwear industry, which the market has developed since 1950’and reached in a mature condition with “Oligopoly” market structure. By using case study method together with searching both domestic and foreign relative references, this study wants to provide a reference for players to set-up their “winning strategy” in the 21st century. The main conclusions of this study are as follows: By using three principles of focus, design competency and service as the framework to elaborate this “Winning Strategy”: First of all, both Triumph and Wacoal should focus on how to set up an integrated brand image and value system from consumer viewpoint in the area of product design, advertising, counter visual design and the uniform of sales girls. In addition, reviewing from channel management, both firms should apply 80/20 concept and should aim top 5 or top 10 customer group ( such as Shin Kong Mitsukoshi, SOGO, and so on ) for establishing a single contact point of sales management in order to leverage firm’s multi-brand strategy. Based on such contact platform, a yearly marketing plan for each top customer group can be tailor-made to address the feature of individual customer group and its consumer profile for pursuing win-win situation. Secondly, players have to put more resources on developing design competency up to first class level in order to make the brand and product be able to reflect the fashion industry’s essence as well as to satisfy the life style requirement by consumers. Even they can evaluate and learn from Hi-tech industry by performing 24 hours non-stop designing work via design teams in Europe and Asia, which might has a break through result in terms of idea inspiring and the speed of time to market. Lastly, looking at service aspect to consumer, only gentle service delivered by sales girls is something not possible to copy as the success formula. Thus, is it great challenge to build up a Human Resource System from recruiting, training, rewarding and motivation to manage over 1,000 sales girls scale? It seems how to run an effective CRM system becomes a crucial factor for firm who wants to be the winner in the future.中文摘要 --------------------------------------------------------------------------- i 英文摘要 --------------------------------------------------------------------------- iii 目錄 ------------------------------------------------------------------------------ v 表次 ------------------------------------------------------------------------------ vii 圖次 ------------------------------------------------------------------------------ viii 第一章 緒論 ----------------------------------------------------------------------- 1 1.1. 研究動機 ------------------------------------------------------------------ 1 1.2. 研究範圍與對象 --------------------------------------------------------- 2 1.3. 研究目的 ------------------------------------------------------------------ 2 第二章 文獻探討 --------------------------------------------------------------- 4 2.1. 行銷策略分析 ----------------------------------------------------------- 4 2.2. 產品創新之意涵 -------------------------------------------------------- 7 2.3. 零售通路定義及演變 ------------------------------------------------- 11 2.4. 顧客滿意度之內涵 ---------------------------------------------------- 17 2.5. 競爭策略之架構 ------------------------------------------------------- 18 2.6. 全球化競爭之特性 ----------------------------------------------------- 19 第三章 國內外女性內衣產業競爭態勢 ------------------------------------- 23 3.1. 女性內衣之沿革 -------------------------------------------------------- 23 3.2. 世界女性內衣主要市場之現況 -------------------------------------- 28 3.3. 台灣女性內衣產業背景與競爭態勢 -------------------------------- 38 3.4. 台灣女性內衣產業特性與挑戰 -------------------------------------- 46 第四章 個案研究 ---------------------------------------------------------------- 51 4.1. 黛安芬公司簡介 -------------------------------------------------------- 52 4.2. 華歌爾公司簡介 -------------------------------------------------------- 57 4.3. 產品創新競爭 ----------------------------------------------------------- 61 4.4. 零售通路策略 ----------------------------------------------------------- 69 4.5. 小結 ----------------------------------------------------------------------- 75 第五章 結論與建議 ------------------------------------------------------------- 79 5.1. 研究心得與營運策略建議 --------------------------------------------- 79 5.2. 研究限制與後續研究之建議 ------------------------------------------ 83 參考文獻 -------------------------------------------------------------------------- 8