二代接班公司成長轉型之策略分析－以銀穗集團為例

Abstract

本研究以台灣本土傳統女裝企業銀穗集團為個案，探討其在全域化浪潮和市場環境變遷中，一家擁有43年歷史的企業，二代接班如何面對機遇與挑戰的轉捩點，採取靈活有韌性的經營策略進行企業轉型，以適應新時代的商業環境並尋找新的成長突破口。 本研究採用產業分析、五力分析、SWOT分析等方法，以銀穗集團二代接班人為核心，分析其企業轉型的方向與策略。研究發現，銀穗集團透過數據洞察驅動企業文化轉型，構建靈活彈性的組織架構，並重視數位人才的培養；同時，銀穗集團也進行數位轉型，包含建立無障礙高效的資訊流通系統、以數據驅動決策和創新，以及培育數位人才。 在企業轉型過程中，銀穗集團的二代接班人期望在保持品牌核心價值的基礎上，實現企業的創新突破，成為新時代的產業領導者。在企業轉型過程中不斷學習和調整，使其組織運作達到最適切，發揮長期影響力，實現企業長期成功。轉型成果表現在營收的改善，尤其在疫情過後，營收成長率實現兩位數的增長，顯示出銀穗集團的企業轉型策略在逆境中展現了其韌性和效果，以及其二代接班的經營模式具有一定的抗風險和可持續發展的能力。

This study uses the Taiwanese traditional women's clothing company, En-suey Group, as a case to explore how a company with a 43-year history faces opportunities and challenges during the transition of second-generation succession in the wave of globalization and market environment changes. It examines the flexible and resilient business strategies employed for corporate transformation to adapt to the new business environment and find new growth breakthroughs. The study employs industry analysis, Porter's Five Forces analysis, and SWOT analysis to analyze the direction and strategies of the company's transformation, focusing on the second-generation successor of En-suey Group. The research finds that En-suey Group drives corporate culture transformation through data insights, builds a flexible and resilient organizational structure, and emphasizes the cultivation of digital talent. Additionally, the company is undergoing digital transformation, including establishing an efficient and barrier-free information flow system, driving decisions and innovation through data, and nurturing digital talent. During the corporate transformation process, the second-generation successor of En-suey Group aims to achieve innovative breakthroughs while maintaining the core values of the brand, aspiring to become an industry leader in the new era. Continuous learning and adjustment during the transformation process have optimized organizational operations, allowing long-term influence and ensuring the long-term success of the company. The transformation results are evident in improved revenues, particularly achieving double-digit growth in revenue post-pandemic, demonstrating the resilience and effectiveness of En-suey Group's transformation strategy, and showcasing the risk-resistant and sustainable development capabilities of the second-generation succession model.