臺灣製襪產業行銷策略研究

Abstract

臺灣製襪產業完整的生產價值鏈使其在全球分工中扮演關鍵角色，吸引全球 各大運動品牌爭相與之合作。隨著全球產業競爭劇烈，各大品牌邁入價格競爭局勢， 壓縮代工廠的利潤，加上國際間相關制度的簽署嚴重衝擊代工廠發展空間，促使其 紛紛轉型自創品牌，期望從品牌化的經營模式中獲得正面效益。然而轉型自創品牌 常面臨資源配適、行銷決策困境，企業應選擇哪些行銷策略才能突破資源不足的限 制，提升投入資源的使用效率以利品牌發展，為企業應積極探討的決策議題。規劃 行銷策略時，須考慮市場上許多變數，運用 4P 行銷策略可以協助管理者系統性地 思考，以做出正確的決策。本研究目的為分析臺灣製襪企業行銷決策的關鍵成功因 素，透過深度訪談、文獻搜集 4P 行銷組合相關指標，經由專家評量，以決策實驗 室分析法評估影響企業發展品牌之行銷決策因素相對權重，協助決策者制定有效 的行銷策略，培養品牌管理能力。研究結果發現，個案企業應積極著手優化通路與 宣傳策略，以提升消費者對品牌的評價、提升品牌價值;價格策略則為最後改善任 務。企業必須透過創造品牌價值和滿足客戶需求來保持競爭優勢，有效管理並執行 4P 行銷策略，得以提高品牌形象，為企業帶來更加卓越的商業表現。

The complete production value chain of Taiwan’s hosiery industry has made it a key role in globalization, attracting the cooperation of major global sports brands. With the fierce global competition, international brand customers are now facing the challenge of price competition that further depressed the economic profitability of original design manufactures (ODMs) and original equipment manufactures (OEMs). In addition, the agreement of associated international regulations has severe impacts on the development of ODMs and OEMs, leading to the transformation to own brand in the hope of gaining benefits from the original brand manufacturing (OBM) business model. However, the ODMs and OEMs might further face difficulties such as resources allocation, and marketing decision-making. Thus, the trade-off decision between strategies that allow firms to break through the limitation of insufficient resources will be the primary objective for future development. When planning marketing strategies, many variables in the market must be considered. Using the 4P marketing strategies can help managers to think systematically to make the right decisions. The purpose of this study is to analyze the key success of marketing factors for ODMs and OEMs to transform into own brand. Through literature review aggregating the marketing mix of 4Ps indicators, the consensual assessment technique is used to access the relative weights of the factors influencing the decision making of firms to transform into own brand by Decision Making Trial and Evaluation. Ultimately, it helps managers formulate effective strategies as well as cultivate capabilities for managing own brand. The results showed that “product” is the most important factor. However, with the analysis of relation, the enterprise should actively optimize the strategies of the channel and promotion to improve consumers' evaluation of the brand and enhance brand value, and the strategy of price is the final improvement task. Enterprises must maintain their competitive advantages by creating brand value and meeting customer needs. Effective management and implementation of 4P marketing strategies can improve the brand image and bring more outstanding business performance.