潮流時尚企業分析：Pizza Cut Five案例研究

Abstract

本研究的目的是透過Alexander Osterwalder 及 Yves Pigneur的「企業模式分析」和Michael Porter的「五力分析」，研究潮流服飾企業Pizza Cut Five的內部運作及外部威脅，企圖找出是否外部環境的威脅會直接影響該企業內部管理資源的分配，更深入的探討Pizza Cut Five透過何種的內部資源分配，將外部的威脅力量降到對低，同時提升企業本身的競爭力。透過內部企業模式分析和外部五力威脅分析，我們可以進一步找出Pizza Cut Five的關鍵成功因素，同時，為其將來可能面對的挑戰提出寶貴建議。 就本研究發現，台灣的潮流時尚現今處於穩定成長的階段，並且為企業帶來了相當可觀的利潤。就我們所知，台灣潮流時尚的特質多仿效日本、韓國及香港。然而，近年來，台灣潮流時尚的特色逐漸轉型及發展以適應台灣當地社會。雖然說其他國家潮流時尚的特色並非可以直接應用於台灣的潮流時尚，但令人驚訝的是，不同國家的潮流時尚卻有著共同的特質- 創意和創新。本論文將探討潮流企業如何在外部環境的威脅下創造其適當的內部營運模式以生存於競爭激烈的服飾產業，同時保留潮流時尚產業的核心價值- 創意及創新。

The aim of this study is to analyze both the internal operational management and external forces of our case company named ‘Pizza Cut Five’ (PCF), through the Business Model Analysis of Alexander Osterwalder and Yves Pigneur, along with the Five Competitive Forces model of Michael Porter. We are expecting to discover if the external factors would directly influence the business model of our case company, and moreover investigate how Pizza Cut Five allocates its internal resources when facing the forces from the industry and how it increases its own competitiveness at the same time. Through these models, we shall discover the key successful factors of Pizza Cut Five, and provide valuable recommendations for its potential future challenges. Considering the internal and external key drives, we found that Trendy Fashion nowadays is in a state of stable growth and brings about a considerable profit for companies. As we shall discover, features of Trendy Fashion in Taiwan appear to conform to essences from Japan, Korea and Hong Kong. However, it is reforming and developing its own features to fit Taiwan’s domestic society. Though not every aspect of Trendy Fashion in other countries can be directly applied to Trendy Fashion in Taiwan, it is surprising to find that they share the common values of creativity and innovation. Attention to the relationship between external forces and internal factors will form the starting points of our investigation to see how our case company deals with these drives to survive in a competitive industry, and, in the meantime, keep pursuing the core values of ‘creativity and Innovation’ within the Trendy Fashion apparel industry.