台灣紡織業經營策略之研究-以大耀紡織公司為例

Abstract

台灣紡織業由光復伊始，至今已近一甲子，對台灣經濟的成長及創匯有極大的貢獻。本論文研究宗旨為探討「台灣紡織業之經營策略」，首先藉由產業文獻之搜集分析，並與紡織業界人士作深度訪談，由紡織產業之復建、萌芽、發展、成熟、轉型升級等階段，及產業群聚價值鏈之形成，作深入的彙整推論，並以專業氣流式(OE)棉紡業之個案公司—大耀紡織公司為主軸，闡述棉紡工業之沿革、現況、兩岸加入WTO後所面臨的問題、五力分析、SWOT分析及其未來發展。

針對個案公司分析的項目包含企業價值鏈、企業資源建立、競爭優勢、競爭策略、策略規劃、五力及SWOT分析等步驟，將其關鍵成功因素與核心競爭力匯總，研究歸結出在棉紡業三十年來產業興衰中，大耀公司能善用資源，不但沒萎縮，反而逐步成長超越同業成為該業前二大之企業。其主要的經營策略如下：(1)土地運用策略；(2)原棉購料策略；(3)生產運作策略；(4)銷售策略；(5)財務策略等之執行與落實。

本研究藉由對產業與個案公司之探索、分析、研究的發現，參照紡織業之現況，提出建言供業者與官、學界作為探討「台灣紡織業經營策略」競爭力之參考。

Taiwan’s Textile Industry has developed for nearly 60 years since the island restored, and has great contribution on the economy development and foreign exchange accumulation. The purpose of this essay is to analyze the business strategies of Taiwan’s Textile Industry. First of all, the essay is based on the documents of industry analysis and interviews with experienced executive managers in textile industry to summarize and inference each cycle from the initial stage, development stage, mature stage, changing and upgrading stage, and the formation of industrial value chain. Second, Tao Yao Textile Co. Ltd, a professional Open-End cotton spinnery, is used as a case study in this essay for discussing the industry’s history, current situation, the problems encountered while Taiwan and China joined WTO, five-force analysis, SWOT analysis and future development.

Items analyzed for this company include enterprise value chain, company resource building, competitive advantages, competitive competence, competitive strategies, strategic planning, five-force analysis and SWOT analysis. All important elements derived from these analysis are categorized as key successful factors(KSF) and core competencies. During the rise and decline of the textile industry, Tao Yao company made the best use of resources so that it didn’t shrink but grow and surpass others gradually and become the number two company in its industry sector. Business Strategies found in this study of Tao Yao Textile Co. Ltd. Are the execution of (1) Land strategy (2) Material purchasing strategy (3) Operating strategy (4) Marketing Strategy (5) Financial Strategy.