台灣服飾精品網路銷售產業的新事業設計

Abstract

全台灣的網路購物業在 2009 年已達到3,116億元新台幣的規模，估計到 2012 年會到達5,000億元新台幣以上，在市場規模呈現指數成長的情況下，服飾精品網路銷售部份的銷售額預期也將有高度的成長。本研究的主旨在探析台灣服飾精品網路銷售業者如何掌握這個成長的機會。 本研究首先陳述台灣服飾精品網路銷售的結構、組成、特性與發展近況，經由產業分析、各廠商狀況、消費者實際需求歸納出服飾精品網路銷售的切入機會；同時，本研究根據產業發展的狀況推估，也確立了服飾精品網路銷售產業為目前高獲利的市場利基。然後，根據產業生命週期導出，此產業開始進入密集通路以及市場價格滲透的競爭；同時，由於網路環境架構已趨完善且台灣擁有健全的資訊與科技產業的狀況下，發展服飾精品網路銷售產業有了充足的支持。 服飾精品網路銷售產業現存業者間殺價競爭，又不斷的有實體通路業者挾通路實力與資源進入，再加上網路社會變遷快速，本研究認為台灣服飾精品網路銷售產業，應結合現有的資訊與科技以及台灣優秀的專業人士服務，基於此一選擇，本研究建議廠商採用建立整合硬體、軟體與技術的網路服務平台策略，透過建立自身系統設計以及執行能力及擴展差異化的銷售通路的模式，本研究建議以「異業結合」與「集中差異化」的兩個進入模式，討論新事業模式設計。

Taiwan's online market has reached the scale of NTD 3,116 billion in 2009, will reach more than NTD 5000 billion in 2012. Under this situation, online market of clothing and accessories were also expected to have high level growth. This research is focus on the things that Taiwan's online market of clothing and accessories has to do to catch this chance to grow up.

First of all, this research state the structure, composition, characteristics and the latest development of Taiwan's online market. Secondly, we conclude the opportunity for Taiwan's online market of clothing and accessories, base on the industry research and consumer demand. At the same time, base on the study of industry life cycle, we find that the competition of Taiwan's online market has become intensive distribution and market penetration pricing.

Considering the highly competition among the industry, the growing number of competitors and the fast-changing of internet, this research recommend the way of connecting Taiwan’s IT and experts to form an integrated platform for Taiwan's online market of clothing and accessories. Through this platform, Taiwan's online market of clothing and accessories can build up a whole new business model with the strategy of Horizontal Alliances and Focused Differentiation.