零售業企業策略轉型A公司為例

Abstract

近年來，企業轉型早已成為私人企業的熱門的議題。背後在企業轉型的目的是如何永續經營，維持企業旺盛的生命力，不要輸給了時代。精品產業研究在學術研究領域，相對稀少。甚至，鮮少有專門去研究與琢磨這些歷史經典精品老牌如何浴火重生。本研究A品牌因為改變其原本企業文化、藉由新的策略布局、搭配組織協同與興業領導，為一個精品產業成功轉型的例子。本研究是以精品產業為研究範圍，並以外國精品集團A品牌為研究對象。作法上是先介紹精品產業緣起、產業的範圍及精品產業發展的現狀。本研究對象以其過往的績效表現與現階段的財務績效互相做比較，除了現在的財務績效表現亮麗之外，卻能大幅度地超越競爭者，那些是關鍵因素能促使本研究對象在原先不被看好的情況下，成為一枝獨秀，進而成為引領產業的流行脈動的領頭羊?本研究所使用的方法正是呼應台灣大學目前正積極在倡導的C-SOP理論。雖然無法以科學方法大數據分析來佐證這理論，但從質性來分析企業轉型成功之關鍵因素是在建立在企業的核心文化價值，審視外部的環境，積極調整企業的競爭策略，回應顧客的需求勇於去調整改變組織現狀，藉以消除組織的僵固性，並持續不斷地投資在培養人才以更新企業核心能力。本研究藉由國外這知名品牌的成功案例，當作任何欲轉型改變的企業一些經營管理上的參考。

In recent years, corporate transformation has long been a hot topic for profit organization. The purpose of corporate transformation is about how to achieve corporate sustainability, to maintain its exuberant vitality as well as the company not to lose to the times? The study about the luxury industry is relatively rare in the field of academic research. Even, there are very few studies about how these longstanding iconic luxury brands survive and sustain in decades? This study is brand A as an example of successful transformation from the luxury industry by changing its original corporate culture, with new strategies deployment, organizational designs and equipping with its talents pipeline and outstanding leadership.This study aims at the luxury industry, and Brand A is in this foreign luxury group as the subject of this study. The approach is initially to introduce the origin of the luxury industry, the scope of the industry and the current business development evolution in the luxury industry. By comparing with Brand A its’ past financial performance with the current financial performance, we can observe this Brand A has substantially outweighed than its competitors in this luxury industry. What are these key successful factors behind Brand A, a dark horse, which can stand out and set the fashion tone for this industry?The approaches applied in this study well correspond to C-SOP theory that Taiwan University is actively promoting. Although it is impossible to prove this theory by scientific method such as big data analysis, via qualitative approaches to identity the key successful factors of corporate transformation and these factors are to establish the corporate core cultural values , to examine the external environment, to actively adjust the corporate competition strategies, to respond to the customer's needs, courageous to adjust and change the organization in order to eliminate the rigidity of the organization, and to continue investing talents training programs for updating corporate core competences. This study is based on the success of this well-known foreign brand, as a reference for any corporation or organization wishes to conduct corporate transformation.