每項產品、每個產業在生命週期的時間軸下，都會經歷導入期、
成長期、成熟期以及衰退期等階段，如同我們耳熟能詳的一句名言：
「天底下唯一不變的事情，就是萬物皆在變」，由此我們知曉，隨
著時間的推進，能一直把產品以及產業推向事業浪尖的方法，就是
透過不斷的創新，賦予產業及產品新的功能、新的定義抑或新的生
命，說是進化也好、轉型也罷，唯有透過持續疊加這樣的效用，才
能將產業不斷的更新、再造，推陳出新來符合顧客期望，甚至超越
顧客期待，創造無與倫比的消費體驗。

本研究將探討台灣球衣產業面臨傳統產業老化的情況，並帶入
個案─新創客製化球衣公司 Voar，透過顧客價值主張、白地策略模
型以及動態競爭策略的檢視，來探討本土球衣品牌該如何在創業初
期佈局，首先，在市場上存活下來，並藉由深度訪談法，與業界的
利害關係人進行更深一步的理解與交流，從中擷取更深層的供應鏈
建議，以及他們所認知的顧客核心價值思維，反映在後續，Voar 應
該如何在市場上區分自己與他人的差異，進而創造競爭優勢，同時
也建立起進入門檻，並在 Voar 面對替代品大型運動廠牌的抗衡時，
該如何解決或避免這樣的正面衝突。

Every product, industry will go throught differenet periods such as : introduction, growth, maturity and decline stages under PLC theory (Product Life Cycle). As the old saying goes that ‘the only eternity in this world, but change.’ Business can only keep refreshing themselves by innovative process to generate further function, definition, usage or value to push themselves to the top of the world. This is so-called the evolution, or transformation, that keep tracking on coming requests or demands from customer so that business can live up to all customer’s expectation, or furthermore, to provide the experice that beyond customer’s imagination in order to create astoning user experience. Through this survey, we’d like to study our startup case – Voar, on how Voar can create their own path by differentiate themselves from the traditional industry positioning. And how they utilize the framework of customer value proposition, white-space theory and dynamic competition theory to build up their business model. Our survey will start with a deep interview talk with relative shareholders to understand the insights from supply chain, and based on the feedback, we’ll help to discuss that how Voar can improve their current customization business model, differenitate themselves and also sharpen their competitive adavantages to against the current competitors and alternatives. Also, through the interview, Voar would be able to set-up their strategies when fighting either with international sports brands or local supplier to create a new vision of sportswear image for Taiwan.

目 錄

論文審定書………………………………………………………… i
誌謝………………………………………………………………… ii
中文摘要……………………………………………………….….. iii
英文摘要………………………………………..…………………. iv
目錄…………………………………………………………… v
圖次…………………………………………………………… vi
表次…………………………………………………………… vii
第 一 章 緒論………………………………………………… 1
1.1 研究背景與動機……………………………………………. 1
1.2 研究問題與目的……………………………………...……. 2
1.3 研究對象與範圍………………………………………..4
1.4 研究流程…………………………………………………5
第 二 章 產業與個案公司介紹……………………………………7
2.1 台灣成衣產業分析…………………………………………. 7
2.2 個案新創公司 Voar 介紹……………………………………16
2.3 小結…………………………………………………………18
第 三 章 文獻探討…………………………………………………19
3.1 顧客價值理論……………………………………….….……19
3.2 商業模式與企劃…………………..……………………….26
3.3 動態競爭策略………………………………………………..35
3.4 小結…………………………………………………………..38
第 四 章 研究方法…………………………………………………44
4.1 研究架構…………….………………………….….……45
4.2 研究設計……………………………………………….…47
4.2.1 個案研究法及深度訪談法…………………..……….47
4.2.2 訪談對象………………….…………………......48
4.2.3 訪談內容設計……………………………………49
4.3 小結………………………………………………………50
第 五 章 實證分析…………………………………………………51
5.1 顧客價值主張探討……………………………………….…55
5.2 商業模式探討…………………………………………….…58
5.3 競爭策略探討………………………………………………62
5.4 小結…………………………………………………………64
第 六 章 結論與建議………………………………………………65
6.1 結論…………………………………………….….……65
6.2 建議………………………………………………….…68
6.3 研究限制…………………………………………………….71
參考文獻…………………………………………………….……72

書籍類

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Wen, Z. (2016). Fang gu zhi jin. Gao xiong shi: Ju liu.

Wang, Z., & Wen, Z. (2011). Bai nian qi yeChan ye bai nian. Gaoxiong: Ju liu tu shu gu fen you xian gong si.

Knight, P. (2017). Shoe Dog. London: Simon & Schuster Ltd.

Armstrong, G., & Kotler, P. (1994). Principle of Marketing. Englewood Cliffs, N.J.: Prentice Hall.

Kotler, P. (2000). Marketing management millennium edition, Tenth Edition, Pearson custom publishing. P.10

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value Proposition Design. Hoboken: Wiley.

網站類

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DBS 亞洲研究產業簡報 – 織出未來，台灣紡織業的機會與挑戰 (2015). Retrieved from https://www.dbs.com.tw/iwov-resources/pdf/SECTOR-REPORT-TAIWAN-TEXTIL E-14-001-TC.pdf

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工研院產科國際所, (2019). IEK 產業情報網. Retrieved from http://ieknet.iek.org.tw/

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World Digital Competitiveness Rankings 2017. (2018). Retrieved from https://www.imd.org/wcc/world-competitiveness-center-rankings/world-digital-comp etitiveness-rankings-2018/

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Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press

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期刊、論文類 APA 格式 - 學位論文： 作者 (年代)。論文名稱。○○大學○○研究 所碩士或博士論文，未出版，大學地點。 Author, A. A. (1986). Dissertation title. Unpublished doctoral dissertation, University Name, Place.

陳麗華、劉美慧 (1999)。花蓮縣阿美族兒童的族群認同發展之研 究。花蓮師院學報，9， 177－226 。

蘇少荻 (2006)。成衣產業的興衰:一種文化經濟學的分析，國立清華 大學 經濟學系碩士論文

吳志炎(1989)，《成衣業發展策略研究報告》，台北：台灣經濟研 究所。

Bowman, C. & Ambrosini, V. 2000. Value creation versus value capture: towards a coherent definition of value in strategy. British Journal of Management, 11: 1-15.

Robert B. Woodruff (1997) Customer value: The next source for competitive advantage, Journal of the Academy of Marketing Science,

Timo Rintamäki, Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value propositions in retailing. Managing Service Quality, 17(6), 621

Kotler, P. (1994), Marketing management : Analysis, planning, implementation and control. Eaglewood cliff, New Jersey: Prentice Hill.

Bovet, D., & Martha, J. (2000). Value nets breaking the supply chain to unlock hidden profits. New York: John Wiley & Sons.

Butz, H. E. & Goodstein, L. D. (1996), Measuring customer value: Gaining the strategic advantage.

Eggert, A., & Ulaga, W. (2002) Customer perceived value: A substitute for satisfaction in business markets? Journal of Business & Industrial
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Hutnik, N. (1991). Ethnic minority identity: A social psychological perspective. New York, NY, US: Clarendon Press/Oxford University Press.

其他

2017 年臺灣紡織工業概況 (2017) Retrieved from https://www.textiles.org.tw/TTF/main/content/ContentDesc.aspx?menu_id=95