紡織服裝產業供應鏈整合策略模式研究 以旭榮集團為例

Abstract

紡織服飾業的供應鏈在上、中、下游都有其不同的特性，每一段的供應鏈管理皆取決於每一個企業在競爭優勢的差異化、策略定位的擬定、整合模式營運的完善計劃及消費趨勢快速改變下的不同思維，本研究希望以個案的方式，探討在「銷售端」的供應鏈體系中，如何使品牌改變商業模式，將終端客戶與供應商之間的價值鏈零時差串聯在一起。目前產業發展的趨勢方向和競爭的面相已經改變非常多，供應鏈的整合是趨勢所至，希望藉由整合供應鏈、價值鏈定位及跳蛙策略等，來符合消費者興起的個人客製化趨勢，且達到快速掌握服飾流行潮流並反應的系統平衡。 本研究嘗試以紡織產業中擁有研發創新能力、技術專業能力、優異的供應鏈管理能力及全球策略佈局規劃的旭榮集團合作個案來探討如何從產業概況、供應鏈管理、價值鏈剖析、成本領導及建立差異化的競爭策略下，透過分析、研究、歸納出競爭優勢為何？並以經驗剖析來探討個案如何利用轉移後的經驗曲線下降，改善生產流程及標準化規格產品的成本控管。最後，希望歸納出如何在擁有一定經濟規模後，取得成本優勢並充分利用於轉型差異化的關鍵因素為何？

The supply chain of the textile and apparel industry has its different characteristics in the upstream, middle and downstream. The supply chain management in each period depends on the different competitive advantages in each enterprise, the formulation of the strategic positioning, and the improvement plan for the integrated mode of operation. This study expects to explore the supply chain system from the 'sales side' by case study and focuses on how to guide the brand changes its business model, and create a zero-difference in the value chain between the final customer and the supplier. The current trend of industrial development and the current situation of competition has changed a lot; the integration of the supply chain is also a trend as well. Therefore, this study hopes that by integrating the supply chain, value chain positioning, and jumping frog strategy, to meet the rise of customized service, and quickly grasp the fashion trends to balance the clothing system. This research attempts to use the collaboration of New Wide Group, which has the research and development skills, technical skills, the power of supply chain management, and global strategic planning in the textile industry; to analyze and summarize the competitive advantages from the current industry environment, supply chain management, the analysis of the value chain and the completive strategies of cost leadership and differentiation. Moreover, the research uses the empirical analysis to find out how to improve the production process and the cost control of the standardized product via transferring the downward of experience curve. Finally, the researcher hopes to induce the conclusion that what are the key elements for the company after having an economic scale, obtaining the cost advantages and making the good use of transition differentiation.