成衣產業直效行銷創新商業模式系統開發

Development of an Innovate Business Model in Direct Marketing of Apparel Industry

10.29984/JHGT.200809.0010

蕭美鈴(M. L. Hsiao)

直效行銷 ； 事業經營模式 ； 價值創造 ； 資源整合 ； 客製化 ； direct marketing ； business management model ； value creation ； resource integration ； customization

華岡紡織期刊

15卷3期（2008 / 09 / 01）

292 - 299

繁體中文

在知識經濟時代下，事業經營模式才是決定企業提供的產品或服務能否廣為大眾接受的要件。過去，新產品問市，大都必須經過大盤、中盤、零售商等關卡，才能達到消費者手中。同樣的，知識經濟時代，企業獲利不再是掌握稀有資源，而是經營一個不斷成長的知識系統，這個系統的成長性，成為企業問競爭與共生的標的，所有依附在該知識系統的成員成為一個共生體系。因此，知識經濟時代下的競爭已經演變成事業經營模式的競爭。但隨著科技進步，行銷通路的結構產生了變化，明顯縮短。促使行銷通路快速縮短的關鍵在於消費者對產品需求的自主性愈來愈高。這也是促使直效行銷又稱零階通路的崛起。直效行銷指的是服裝製造商不經過任何中介通路，直接將商品販售給消費者甚至達到客制化程度。價值創造，資源組合，合作體象形成，則是三大關鍵要素，服裝企業若能巧妙設計與運用，將可突破資源的限制。

An effective business management model is the key factor in determining whether a product or service is well-accepted by customers in the era of intelligent economy. In past, products reached customers through wholesalers and retailers. In the era of intelligent economy, these apparel companies no longer set the primary goal as controlling rare materials or resources but developing intelligent systems that allows companies to compete and survive. All allied companies participating in an intelligent system form a cooperative net, so competition in the apparel industry has turned to emphasize developing business management models that further create intelligent systems. Especially, as technology improves, steps of marketing channels from manufactures to customers have shortened because customers demand efficient products. As a result, direct marketing, referring to apparel manufacturers who pass general or even customized products to customers without wholesalers and retailers' involvement, draws attention again. If apparel companies apply the three crucial elements, value creation, resource integration, and cooperative system in management, they will resolve the problem of limited materials or resources.