成熟期產業的創新營運模式—以A公司為例

Abstract

屬於傳統性產業的鞋類貿易商已經遇到一些問題，過去，具有中介商性質的鞋類貿易商有很大的利潤空間，但因為資訊透明化的關係，已逐漸被直接的商業模式所取代，傳統中介商在直接的商業模式的價值鏈中如何面對這個問題？ A公司是這個領域的代表性公司，它如何面對這些問題，然後找到其利基，創造其獨特的價值與核心能力的來克服這個問題。 本論文以個案的模式來詳實敍述A公司如何從創新研發發展關鍵技術，如何掌握整個價值鍊裡的最重要的價值來創造好的機制，對類似的產業的相似問題，提出一策略和營運模式的分析和建議。

Footwear traders which are amid traditional industry have run into difficulty. In the past, footwear traders operated as a broker (so-called middleman) used to have some decent profit. Due to the tendency of information transparency, brokerage has been substituted by the “go-direct” business model progressively. In the recent supply chain of the direct business model, how can the middleman confront with such a problem? “A” company is a representative player in this area. How has she faced this problem, and then created her niche, built up her unique value and core competence to break through it? This thesis is a case study of “A” company explaining in details how she developed core competence by innovation, and how she built up a mechanism by way of creating the most important value in the supply chain. It also proposes an assay together with suggestions regarding strategy and operation model to those in the similar situation in the industry alike.