研究生: |
許郁欣 Yu-Hsin Hsu |
---|---|
論文名稱: |
OH9台灣黑狗兄運動襪品牌之路 The Brand Road of Taiwan OH9 Sports Socks |
指導教授: |
周子銓
Tzu-Chuan Chou |
口試委員: |
李國光
Gwo-Guang Lee 黃世禎 Sun-Jen Huang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2020 |
畢業學年度: | 108 |
語文別: | 中文 |
論文頁數: | 77 |
中文關鍵詞: | 商業生態系統 、品牌信任 、全通路行銷模式 、全方位數位行銷 |
外文關鍵詞: | Business Ecosystem, Brand Trust, Omni Channel Marketing, Digital Marketing |
相關次數: | 點閱:314 下載:0 |
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一九九零年代初,中國及其他東南亞國家的織襪產業發展尚未成熟,台灣即成為了鄉村工廠,是輸出美國金額最大的國家,一年可以出口將近兩億美元的襪子。彰化社頭鄉更享有「襪子王國」的美名,「家庭即工廠」是社頭的縮影,生產的各式襪子為當時的台灣帶來了巨額外匯。然而,隨著政府政策改為積極推動台灣高科技產業,以附加價值高的產品為重點支持對象,加上市場開放造成的外部環境衝擊,台灣過去傳統產業的低生產成本優勢日漸消失,織襪產業逐漸失落於國際市場上。
這幾波的外在市場環境衝擊為社頭帶來重大打擊,原先為大品牌進行織襪代工的黑狗兄李東林也深受影響,一夕之間訂單全失。然而此時李東林的「品牌夢」卻悄悄在心裡萌芽,他深知唯有建立高品質的自創品牌,才能擺脫傳統代工的低價競爭。他從生產製造的代工思維跳脫出來,開始思索長遠轉型,也重新訂定新的獲利模式來開發高單價運動襪的利基市場,發揮競爭優勢扭轉劣勢,成功創造品牌價值。
本研究以哈佛個案研究之方式進行,藉由個案故事的探討,分析商業生態系統、品牌信任、全通路行銷模式、全方位數位行銷等理論議題。OH9台灣黑狗兄在外部衝擊下由代工走向品牌,與彰化社頭其他特殊的織襪產業共同發展以運動襪為中心的完整商業生態系統。透過提高商品質量以及樹立良好品牌形象與顧客至上的服務理念,建立消費者對品牌的信任。期間利用全通路行銷模式宣揚品牌,在網路時代中運用數位工具、平台進行全方位數位行銷,翻轉織襪傳統產業。
In the early 1990s, the development of the hosiery industry in China and other Southeast Asian countries was immature. Taiwan exported nearly 200 million US dollars of socks a year which was the country exported the largest amount to the United States. Shetou Township enjoyed the reputation of "The Kingdom of Socks", "Family is the factory" was the epitome of Shetou. The variety of socks produced in Shetou brought huge foreign exchange to Taiwan at the time. However, with the government's policy to actively promote high-tech industry, focusing on supporting products with high added value, and the external environmental impact caused by the opening of the market, the low production cost advantage of traditional industries in Taiwan has gradually disappeared. Taiwan hosiery industry is gradually losing ground in the international market.
These external environmental impact has hit the hosiery industry in Shetou very hard. Mr. lee, who was the original manufacturer of socks for the big brands, was also deeply affected. All orders were lost overnight. However, at this time Mr. lee's "Brand Dream" sprouted quietly in his heart. He knew that only by building a high-quality own brand can get rid of the low-price competition of traditional industries. He started thinking about long-term transformation, and also developed a niche market for high-priced sports socks. He used competitive advantages to reverse disadvantages, and successfully created brand value.
The case is adapted Harvard Case Study research method to discuss the following issues: Business Ecosystem, Brand Trust, Omni Channel Marketing, Digital Marketing. Through the discussion, we can learn that how OH9 develops from OEM to own brand under the external environmental impact, and also develops a complete business ecosystem centered on sports socks with other hosiery industries in Shetou; builds consumer trust by improving product quality and establishing a good brand image and customer-oriented service concept; use Omni channel marketing to promote the brand, and take advantage of digital tools and platforms for digital marketing.
一、英文參考文獻
1.Moore, J.F. (1993), "Predators and prey: A new ecology of competition", Harvard Business Review, 71(3), pp.75–86.
2.Moore, J.F. (1996), "The Death of Competition: Leadership & Strategy in the Age of Business Ecosystems", New York: Harper Business.
3.Rowell, J. (2013), "Omni-Channel Retailing", Romanian Distribution Committee Magazine. 4 (2): 12–15.
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7.Thomas, M. (2017), "Domains of Digital Marketing Channels in the Sharing Economy", Journal of Marketing Channels. 24 (27).
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二、中文參考文獻
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2.賴寧寧 (2013),「台灣黑狗兄的全球戰爭」,商業周刊 第1323期。
3.陳承璋(2019),「拒絕被K.O.!襪子特攻隊10年突圍記」,商業周刊 第1642期。
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8.戴國良(2012),「數位行銷」,五南圖書出版。
三、網站部分
1.OH9官方網站(https://www.oh9.com.tw/)
2.OH9臉書粉絲專頁(https://www.facebook.com/oh9nine/)
3.尤子彥(2013),「品牌是「全家人」的事」,商業周刊。(https://www.businessweekly.com.tw/careers/blog/3568)
4.鄭志鵬(2014),「自創品牌不是台商的唯一出路》不希望台灣黑狗兄被K.O.,請培養更多的「隱形冠軍」」,The News Lens 關鍵評論網。(https://www.thenewslens.com/article/10717)
5.Coco/Steve,「【例會實錄028】臺灣黑狗兄 OH9 品牌之路 | 李東林」,WorkFace Taipei – 全球創變者社群。(https://bit.ly/340EqAk)
6.顏宏駿(2018),「台版「陸王」!黑狗兄李東林 為台灣運動員織好襪」,自由時報。(https://news.ltn.com.tw/news/life/breakingnews/2374779)
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15.TEDx Talks(2016),「堅持,你的核心價值 | 東林 李 | TEDxNTHU」,TED。(https://www.youtube.com/watch?v=uzp0vEBsn84)