臺灣羽絨加工產業之經營模式分析

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题名:	臺灣羽絨加工產業之經營模式分析
作者:	洪銘熙;Hung, Ming-She
贡献者:	高階主管企管碩士班
关键词:	羽絨與羽毛;臺灣羽毛;中國羽毛;加工業;精緻農業;戶外用品;寢具;down & feather;Taiwan feather;China down and feather;processing industry;quality agriculture;outdoor products;bedding products
日期:	2018-07-20
上传时间:	2018-08-31 14:32:22 (UTC+8)
出版者:	國立中央大學
摘要:	百年前歐洲人發現鵝、鴨羽毛具有保暖的功能，並且同時有透氣、柔軟的特質，因此歐洲皇室宮廷為首開始使用羽絨寢具，而有錢的人也會穿著羽毛製品來以作為地位的象徵。在18世紀產業革命之後，人們利用機器替代人力，就此開始進入羽毛的量產新時代。臺灣羽絨製造業開始於1950年代開始發展，經過數十年的努力，成為國際上知名的加工地區。自1990年代中期起，臺灣本地鵝、鴨羽毛的供給量對於臺灣地區業者的需求已供不應求，於是業者開始改變原料來源，本來由國內自行收集羽毛的方式改變成增加進口羽毛來加工。羽絨製成品之市場需求量將影響市場上之銷售價格波動，且羽絨業具有期貨業特質，其價格跟著鴨、鵝肉市場連動，一旦發生禽流感等天災人禍，造成鴨、鵝隻短缺，羽絨產量便跟著減少，收購價格就會上升，但賣出價卻是早在幾個月前就訂下的。能否看準趨勢，適時低買高賣，就成了獲利與否的重要關鍵。然而隨著中國的崛起，加上原料產地的優勢，以及較臺灣廉價的生產勞動力，使中國的羽絨原料加工在世界上佔有舉足輕重的關鍵角色，隨著中國羽絨產業的崛起，再加上龐大內需市場的加持，臺灣如果要不想與中國在一般規格品上硬碰硬，就必須得再進步創新，發展出與中國不同的特色，才能維持在羽絨市場中的競爭優勢。羽絨產業的下游是羽絨衣、羽絨被和運動用品等。所謂的產業升級，就是要將此二級產業提升到三、四、五級產業並予以強化產業的設計能力、市場操作能力等，而重點是要知道，應升級到哪一個層次，並發掘客源所在，瞭解客戶或消費者的需求。不管是在成衣或寢具的範疇，勢必與流行、時尚、文化、生活習慣、消費習性、所得水平等多方面息息相關，我們應依據這些面向思考產業升級。首先必須強化臺灣在國際公信檢驗能量，讓臺灣出具的檢驗報告有足夠的國際公信力，讓供應商與客戶都能有良好的檢驗標準。再來是推動國產羽絨及成品標示制度，建立認證的鴨、鵝生產系統，透過蒐集原產羽絨產銷資訊、媒合羽毛加工、水禽屠宰場及飼養戶契約產銷、提升臺灣原產羽絨形象及消費知覺（教育宣導及行銷廣告）、結合文創產業發展具臺灣特色之國產羽絨時尚精品、跨業態及業種合作形塑目標市場之成品行銷。最終就是國內廠商聯合結盟，共同行銷臺灣羽絨，藉此擺脫過往彼此互相殺價競爭的情形，開創出新的格局。 ;A hundred years ago, the European discovered goose and duck feathers could keep warm with features of breathability and softness; therefore, the European royalties started to use down bedding, and the riches also use down products as social status. After 18th century industrial revolution, people utilized machines to replace manpower, which also brought down and feather business into mass production era. The Taiwan down and feather business started to grow in 1950s. After decades of harvesting, Taiwan became the world wide famous processing place. Since the mid of 1990s, the Taiwanese local goose and duck feathers could no longer fulfill the need from local manufacturers. The manufacturers started to change the purchasing source from collecting feathers locally to importing from other countries. The price for down products is affected by market demand. In addition, the down and feather business has the feature of futures, which is connected with the price of goose and duck meat. If there was a shortage of goose and duck caused by natural and man-made disaster like bird flood, the quantity of down supply also went down, and the result is the price increasing; however, the selling price had been settled several months ago. Therefore, the key to profitability factor is whoever can predict the price trend with purchasing at low and selling at high precisely. With the rising of China’s economic, the Chinese down and feather processing has played a key role in the world with down and feather material advantage and cheaper labor costs. Also, the internal demand of China has increased for down business, which gives China more advantages to develop this business. Therefore, if the Taiwanese manufacturers want to avoid the price competition on the standard products, they have to upgrade and develop different features from China to maintain the competitive advantages. The down and feather’s downstream industry produces products, such as down jackets and down related sport accessories. The meaning of industry upgrading is promoting this second-grade industry to third, fourth, and fifth grade, which is enforcing design ability, marketing, and so on so forth. However, which level is what we are looking for? Who is the customers? What do the customers need? When we discuss about industry upgrade, it must be viewed on many aspects, like clothing, bedding, trend, fashion, culture, life style, consuming style, income, and so on. For conclusion, we first must strengthen the creditability of international examination, so the report from Taiwan laboratory is trust-worthy internationally, and the customers and suppliers can both have agreement based on the report. Second, establishing the certification system for down and product by certifying goose and duck production system which contains down originality information, matching feather processing manufactures, contracting with slaughterhouse and breeding farm, promoting the image of Taiwanese down, combining with culture and creative industry, cooperating with different type of industries for certain target market. Finally, the alliance of Taiwanese manufactures can combine everyone’s strength to promote Taiwanese down, get rid of price competing, and create a whole new situation.
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