整合能力與能耐並由策略聯盟探討國際行銷策略

Abstract

台灣紡織產業從1945年光復之後，是成就台灣經濟奇蹟中的核心產業．不僅是台灣1970年代最主要的出口產品，更帶動其他相關產業的發展，可說是台灣從農業邁入工業的領頭羊產業。然而1990年後，台灣紡織業外銷出口由盛轉衰，並快速走下坡，依據紡拓會2018年的統計資料，台灣紡織品出口數量為全球排名第12位，約100億美元；台灣總體出口占比由1989年約20%迅速下滑至2018年約3%，呈現近20年衰退。 反觀全球對紡織品的平均需求是以年度約3%的速度成長，依據2016年WTO公布之資料顯示，全球紡織類貿易額合計達7,270億美元，中國出口額為全球第一名，金額為2,670億美元，維持近十年的高速成長，同時遠遠領先第二名的歐盟區480億美元。因此，台灣紡織業必須思考新的策略，以持續於世界產業鏈中扮演的重要腳色。 自1980年台灣紡織邁入成熟期後，為了因應國際競爭、台灣環保意識提升、勞工權益高漲、總體勞動力結構變化與相關生產成本提高，政府單位與相關民間紡織公會、團體試圖尋找對策，但多集中在生產成本管控和提升紡織原材料的優勢或功能性布種的研發 (葉立誠，2009)，對於紡織相關產業如機械、染料與紡織化學品 (助劑) 的因應對策則較少著墨。 本研究的進行，乃針對紡織化學品 (助劑) 公司 作為研究案例，藉由持續性競爭優勢的方法對企業作分析，並進行資源重整，發現不但可提升企業競爭力，亦可依據策略聯盟來強化台企的國際行銷能力，進而提升國際品牌識別度、知名度，邁出以往受區域性限制的小型發展，讓相對成熟的技術能力及產品新穎性得到國際認同，發展成為實質性國際性的企業。

The textile industry has been the driving force and major industry in Taiwan since 1945. It is not only the most important export product, but it also drives the development of other related industries of Taiwan in 1970. However, the export volume of Taiwan textile been dropped sharply since 1990. The 2018 textile export volume ranking of Taiwan is 12th in the world, which is about 10 billion USD dollars. The overall export share of Taiwan fell continuously from 20% to 3% during 20 year. On the other hand, the global textile demand is maintain to growth with 3% stably. The total volume of global textile trading amounted is 727 billion USD dollars in 2016 based on the data of WTO. China is the biggest country which trading amount is 267 billion USD dollars and maintain to growth for a decade, while being ahead of second-place European Union in 48 billion USD dollars. We have to develop a new strategy to keep Taiwan in an important role in the textile supply chain of the world. Government units and relevant private textile associations have tried to find countermeasures to response some matters, such as international competition, environmental awareness issue, rising of labor rights and cost since 1980, when Taiwan textile entered a mature period. However, the solution was more focused on how to compete for the production cost or how to enhance the advantages of textile raw materials or functional fabric research and development. It is less to discuss at textile related industries such as machinery, dyes and textile chemicals (auxiliaries). This study was conducted as a case study of textile chemicals (auxiliaries). It not only can enhance the competitiveness of enterprises by competitive advantage analyzing and reorganizing the resources. It also can strengthen the international marketing ability and enhance the visibility of international branding according to the strategic alliance. The solution could help enterprise of Taiwan which was limited by small scale and brand into a substantive international enterprise.