製造零售業創新商業模式之研究 — 以無印良品為例

Abstract

本論文從製造零售業的發展與現況，針對個案公司無印良品的創新商業模式進行研究，研究該公司的經營績效、供應鏈、及產業發展的影響，透過服務四大要素、價值鏈分析、創新商業模式等理論的文獻探討與架構，以個案研究法分析推論出無印良品的關鍵因素與策略價值，並對其與競爭者的未來發展，以及後續研究提出建議。 研究結果顯示：無印良品明確的顧客價值主張、成功掌握製造零售產業SPA運作模式的戰略環節、擁有與設計師之特殊合作關係的關鍵資源、多樣化的商品組合,提供完整的生活提案,是其能在製造零售業持續成長的關鍵。 對於製造零售產業未來的發展,存在著庫存控管、原物料、人工成本持續成長的全球現象、以及電子商務對製造零售業的影響這三大挑戰,應對得宜與否,就是勝出的決勝點。

This paper studies the innovative business model of MUJI Company to explore the current status and development in the SPA industry. It analyzes the business operating performance, the supply chain performance and the impact of the industrial development through MUJI case study by using theories and literature views in the areas of four elements of service model, value chain analysis and innovative business model. The critical successful factors and strategic value of MUJI Company bring the competitive advantage for the future development. This paper also provides a recommendation for the in-depth future study in this area. The result of the study shows that MUJI Company keeps the definite customer value proposition, successfully manages the retail manufacturing SPA operating model, owns the critical resources to work closely with designers and has the variety of the product bundle offerings. Furthermore, it is critical for MUJI to have the ability to provide full-scale life solutions in the market. There are three key global challenges in this industry which are the inventory control, the increase of the raw material and labor cost as well as the server competition from E-Commerce. How to face and manage challenges successfully is the critical successful factor to win and sustain the business in the market.