在成衣業中，因為買家的議價能力較高，所於企業在成衣業中的生存具有挑戰性。尤其是主要顧客為快時尚的賣家，因為這些買家強調的是成衣製造的速度與彈性，所以企業就必須不斷增強企業內部的能力來達到顧客的需求。此外近年來消費者對服飾偏好的變化，也讓成衣業必須要不斷的創新才能夠在各行的競爭之下生存。
因此，為了使公司在行業的價格競爭中生存下來，一些服裝製造商已從OEM製造商轉變為ODM製造商。以聚陽實業的策略轉型的案例中，就可以觀察到類似的情況。從1990成立開始，聚陽逐漸建立其他不同的能力來提高公司的競爭力。此外，聚陽另一個成功關鍵和他們的國際化布局也有相關。
在本研究中，先涵蓋分析全球成衣業當前的威脅和機會，並再分析公司的戰略定位和內部資源，以了解公司的競爭策略。最後，該研究將對公司的國際化動機和策略進行深入研究，並了解他們是如何在回應和整合中做取捨，來進一步說明聚陽的成功案例。

In the garment industry, it became more and more challenging for the firms within the industry to survive due to the high bargaining power of buyers. If the buyers of the firm are large fast fashion apparel brands, they will look for firm which has high capability on managing production time and product quality. Moreover, different challenges such as shifts on the consumers taste on apparel will also be another challenge for garment manufacturing firms to survive. If these garment manufacturing firms were not able to develop product that meets the demand of market, they will be easily replaced by other competitors with better cost advantages.
Thus, for a firm to survive the price competition in the industry, some of the garment manufacturers transforms from OEM manufacturers to ODM manufacturers. Such cases can be seen from the strategic transformation of Makalot Industrial. Since 1990s, Makalot gradually built up its different capabilities to increase the firm’s competitiveness. Moreover, another key factor for Makalot’s success was also its globalization strategy by changing its global integration and local responsiveness.
In this study, it will first analyze the current threats and opportunities in the global garment industry. Next, it will analyze the firm’s strategic positioning and internal resources to understand the firm’s competitive strategy. Lastly, the research will have in depth study on the firm’s globalization motivation and strategy to further explain the success of Makalot Industrial

Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
Table of Contents v
Figures vi
Tables vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Research Flowchart 4
Chapter 2 Literature Review 5
2.1 Porter’s 5 Force Analysis 5
2.2 Strategic Positioning 6
2.3 Resource Based View 7
2.4 Globalization Motivation 8
2.5 Globalization Strategy 11
Chapter 3 Methodology 15
3.1 Research Design 15
3.2 Research Framework 16
Chapter 4 Industry and Firm Overview 17
4.1 Global Garment Industry Overview 17
4.2 Taiwanese Garment Industry Overview 22
4.3 Case Study Firm Overview 28
Chapter 5 Case Analysis 41
5.1 Global Garment Industry Analysis 41
5.2 Strategic Positioning of Makalot 46
5.3 Key Resources of Makalot 50
5.4 Competitive Strategy of Makalot 55
5.5 Globalization Motivation of Makalot 57
5.6 Globalization Strategy of Makalot 60
Chapter 6 Conclusion 66
6.1 Research Summary 66
6.2 Recommendation for Future Research 69
References 70

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