| Summary: | 碩士 === 國立勤益科技大學 === 資訊管理系 === 106 === In general, people wearing the clothes are suitable, cheap and useable for their life. Currently, they try to find cheaper clothes and pursue more fashion and more trendy in the market. In the society of economic developing rapidly, the apparel industry face to strong competition on the market, the enterprise has to establish the competition strategies and operation performance for their sustainable operation. Therefore, this article will explore the important factors of apparel industry and try to find the factors of competition strategies and operation performance. In order to understand the influence of fashion trend, the apparel industry has to obtain the varieties of competition on the whole market and determine the strategic policies. We also discuss the weights of facets about the components of product price, fashion trend, service quality and enterprise brand. Thus, we can investigate the relationship of clothes price and service quality, which will affect the enterprise operation and continue to trade and repurchase in the future. Furthermore, the proposed scheme applies the tools of Modified Delphi Method and Analytic Hierarchy Process to find the factors of market strategy and selling performance. The Modified Delphi Method investigates the components from the industrial expert interview and analyzes answers to obtain the critical factors by using expert's questionnaire. Then, AHP evaluates the hierarchical structure of critical factors by using the Expert Choice. From the results of questionnaire, the weights of evaluating components of the goal are product price (0.439), fashion trend (0.301), service quality (0.186) and enterprise brand (0.074). Consequently, the proposed method can help to find the key factors and the performance criteria for the apparel industry, the industry managers have knowledge to adjust the market variation and the weights of evaluation factors.
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