中國女鞋廠商多品牌成長策略之個案研究

Abstract

經過2008-2009年全球金融風暴，又面臨現今全球景氣低迷，在此外部環境艱困下，企業必須面對外部環境的挑戰，如何鞏固既有市場又能持續擴張成長，實乃企業核心的經營課題。有鑑於此，本研究以中國女鞋產業為對象，以個案研究的方法，應用波特的五力分析以及多品牌成長策略等理論與分析工具，剖析產業外在環境和企業內部優劣勢，瞭解女鞋產業的特徵，並探討以多品牌支持企業的成長的策略布局和其成功關鍵因素，以作為企業追求持續成長的策略參考。 本研究發現影響女鞋產業能否獲利，主要係受到其上下游廠商的相對議價能力高低、新進入者的威脅、以及產業內的競爭情勢的影響。其次，本研究解析企業內部的資源分配與效用，並運用策略活動系統圖(Strategic Activities System，SAS)清楚地解析個案廠商的策略活動，發現其之所以能夠有效地成長，主要係善用企業內部的特殊資源與整合，具有高效率的組織能耐，了解產業特性而採取多品牌成長策略，運用成本、速度和彈性的優勢，商品的差異化與品牌組合，以滿足消費者的多變需求，提升了市場佔有率和業績成長，同時，該公司善用資本市場的資金以進行品牌購併，從而改變了女鞋產業的結構，提高其對上下游廠商的議價能力，亦增加新進入者的障礙，廣泛的市場覆蓋率更有效地抵抗產業內同業者的競爭，最後，再以分享型的企業文化，留住優秀人才，以創新事業來開拓企業的第二條成長曲線。依據研究結論，我們提出對廠商的策略建議和未來的研究方向。

How to sustain the current market position and keep expanding new areas of growth becomes a critical strategy issue of firms in the emerging market, especially after the impact of global financial tsunami. Undertaking a case-based approach guided by various strategy theories, including Michael Porter’s five-force model and multi-brand growth strategy among others, this thesis attempts to provide a qualitative analysis on how a women shoes company in China successfully grow in the competitive market by taking multi-brand strategy. Our research results first indicate that the key successful factors in China’s women shoes industry include relatively low power of negotiation with regard to suppliers, high level of threats from new entrants, and high level of competition from existing competitors. Moreover, our results show that the key factors of growth strategy for the case company include creating and utilizing firm-specific resources, building up organizational capability that lead to the competitiveness of cost, speed and flexibility. In addition, the case company utilizes product differentiation and multiple brands to uncover a wide range of customer satisfaction, which leads to market share and sales volume increases. This company also leverages resources from the capital market to acquire potential brands, which support its development of multi-brand strategy and eventually change the structure of women shoes industry. With all these efforts together and forming an internally consistent strategy thrust, the case company successfully generates growth momentum. Implications for other companies to grow in emerging market and suggestions for future research are also discussed.