The Blue Ocean Strategy of Taiwan's Women Brand Apparel Industry :A Case Study

• Main Authors: Jui-yung Chou, 周瑞勇
• Other Authors: Yue-Lung Cheng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/68743393521128748952

碩士 === 立德管理學院 === 科技管理研究所 === 94 === Face the trend of globalization and import is constant opening, besides catch up with the low price in such competition countries as Hong Kong, Korea S., Mainland China and etc., there are the hi-price markets competition comes from America and Europe, and etc. Hence, the domestic apparel market may be a highly competitive market of Red Sea. In the meanwhile, the trend of the especially whole consumer market develops into two extreme markets gradually. The arrival of cheap age, in fashion of the new luxurious doctrine, consumption consciousness is being promoted constantly, the equal sign is being drawn at the price and value, all trends cause that what the customer wants is the high-quality goods of low price. Moreover the trend of the products is led by consumers, a small amount of and various products and short products life cycle, bring up trader of branded apparel industry getting heavy permanent heavy phenomenon too. For domestic brand apparel industry, how to adopt a blue ocean strategy and to change competition position become enterprise survive the important way. This paper utilizes methodology proposed by the “blue ocean strategy” and analyzes the Taiwan’s women brand apparel industry, to find the niche market in the industry. And then, cooperate with development innovative way of supply chain, e-business strategy collect the fashion trend from the customer again. In addition, cooperate with enterprise's key capability, culture, carry on the value chain and analyze, let the products, technology, service make the transition, use brand marketing by remedying the gap between present situation way and way in future. Finally, changing Taiwan’s women brand apparel industry is facing highly competition as the Red Sea and to find out one's own high additional value, high profit, have Blue Ocean on the niche market.