博碩士論文 984204018 詳細資訊


姓名 楊懷箴(Huai-Jhen Yang)  查詢紙本館藏   畢業系所 產業經濟研究所
論文名稱 快速時尚管理-找出台灣的下一個ZARA
(Fast Fashion Management-discovering the next ZARA in Taiwan)
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摘要(中) 快速時尚是一種新興的概念,透過供應鏈的創新管理,降低產品的前導時間,是近十幾年來才開始被大家廣為注目的商業策略。本研究利用次級資料的蒐集,選擇Inditex集團下主要品牌ZARA進行系統的分析,探討快速時尚管理相較傳統的服飾業究竟有何差異。
本研究分為七章,第一章為緒論,介紹研究的背景、目的、架構和限制。第二章為相關文獻回顧。第三章則概括介紹快速時尚的定義、緣起和發展。第四章主要在於分析ZARA在廣告與行銷、供應鏈以及資訊技術上三大部分的創新,為其相較於主要競爭者的優勢。其中供應鏈管理的部分,為其能達成壓縮前導時間,快速上架反應消費者需求以及消除存貨壓力的最主要原因。因此本研究再進一步從產品開發設計到生產製造到物流配送的流程討論ZARA的供應鏈管理。
第五章選用ZARA最大的競爭對手H&M進行個案比較分析,兩者最大的差異在於供應鏈中生產製造的環結,ZARA採用垂直整合而H&M則為垂直分工的模式。本研究探討兩者選用不同模式的原因以及結果,以及此兩種模式各自優劣之處。由於台灣本身具有良好紡織業的基礎,具有發展快速時尚的潛力,因此第六章以台灣品牌為例與ZARA進行比較,並思索可運用快速時尚管理概念之處;第七章則提出結論與建議。
摘要(英) Fast-fashion is a modern concept, which has been recognized as a business strategy in recent decades. In short, it means to compress the lead time of products through the innovation of supply chain management, particularly focusing on the flagship brand of INDITEX group: ZARA to use as a case study. This article uses secondary data and related bibliography to systematically analyze the advantages of fast-fashion management and the major differences between it and traditional textile business.
Contained within this article are seven chapters of research. The first chapter is the Preface, introducing the background, motivation, structure and limit of this research. The second chapter is a brief synopsis and review of related literature. The third chapter is a brief introduction of the concept, origins of fast-fashion and its development so far. The fourth chapter analyzes the primary innovation of ZARA in three aspects: advertisement and marketing, supply chain management, and information technology, which is its major advantage compared with other competitors. Furthermore, supply chain management is the main reason that ZARA can compress lead time to quickly respond to what customers need and eliminate stress of inventory; therefore, this research discusses the supply chain of ZARA from product design to manufacturing, and finally to logistical procedure in detail.
Chapter five compares ZARA with its main competitor H&M. The biggest difference between the two is the manufacturing period of the supply chain, which is a vertical integration mode for ZARA while H&M uses a vertical division mode. This research discusses the reason these two companies use different modes, the results of each mode, and the advantages and disadvantages of each respective mode.
Since Taiwan has a good textile business foundation to develop as Fast-fashion, chapter six deals with local clothing brands in comparison with ZARA. Particular attention is also given to the possible implementation of fast-fashion management concepts in Taiwan. Finally, chapter seven offers concluding remarks and recommendations.
關鍵字(中) ★ 垂直分工
★ 垂直整合
★ 供應鏈管理
★ 資訊技術
★ 廣告與行銷
★ 快速時尚
關鍵字(英) ★ vertical division
★ vertical integration
★ supply chain management
★ information technology
★ advertisement and marketing
★ fast-fashion
論文目次 目錄
第壹章 緒論---1
第一節 研究背景與動機---1
第二節 研究目的---2
第三節 研究方法與論文架構---2
第四節 研究限制---3
第貳章 文獻回顧---4
第一節 服飾業價值鏈---4
第二節 個案分析參考文獻---8
第三節 垂直整合與分工---11
第參章 快速時尚產業---13
第一節 楔子---13
第二節 快速時尚產業的發展歷程---13
第三節 快速時尚產業現況---15
第肆章 Inditex集團 ---20
第一節 Inditex與主品牌Zara---20
第二節 Zara概述---29
第三節 Zara的廣告與行銷策略---31
第四節 Zara的供應鏈---34
第五節 Zara運用的資訊技術---48
第伍章 Zara採用的垂直整合模式---54
第一節 前言---54
第二節 Zara的垂直整合---56
第三節 與主要競爭對手H&M所採的垂直分工模式比較---63
第四節 小結---64
第陸章 台灣服飾業現況---66
第一節 台灣成衣產業的轉變---66
第二節 台灣品牌分析:以東京著衣為例---68
第三節 小結---72
第柒章 結論---74
第一節 結論---74
第二節 問題與建議---75
參考文獻---77
中文資料---77
英文資料---79
網路---80
圖目錄
圖1-1 研究架構 3
圖2-1 時裝產業之供應鏈 4
圖2-2 服飾業供應鏈 7
圖3-1透過快速反應壓縮的循環時間 14
圖3-2快速時尚定位 16
圖4-1 Zara組織架構圖 29
圖4-2 店面位置優越的門市 32
圖4-3 Zara店面風格參考 32
圖4-4 Zara的商業模式 34
圖4-5 Zara能延遲投入資金 35
圖4-6 同步開發程序 36
圖4-7Inditex布料來源 38
圖4-8 ZARA兩個大型物流中心位置 40
圖5-1 新型生產模式一 55
圖5-2 新型生產模型二 56
圖5-3材料裁減示意圖 61
圖5-4布料被送往縫紉工廠 62
圖5-5;5-6 縫製完送回工廠熨燙檢驗及縫製商標 62
圖6-1 湯尼威爾2006-2009年財務報表 67
表目錄
表2-1 OEM與ODM之業務類型差異 11
表3-1 快速時尚競爭者營收及營業淨利比較 17
表4-1 Inditex 2000年~2009年營收 20
表4-2 Inditex 2000年~2009年門市個數 21
表4-4 Inditex集團現有品牌及特色 24
表4-5 Inditex集團發展年表 26
表4-1 Inditex 2000年~2009年營收 20
表4-2 Inditex 2000年~2009年門市個數 21
表4-3 Inditex歷史財務數字 22
表4-4 Inditex集團現有品牌及特色 24
表4-5 Inditex集團發展年表 26
表4-6 產品開發設計 37
表4-7 生產製造 39
表4-8 物流配送 40
表4-9 Inditex物流中心及其功能 46
表5-1 Gereffi 研究中的兩種生產鏈模式 54

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(三)網路
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http://tw.nextmedia.com/applenews/article/art_id/32009487/IssueID/20091012
指導教授 王弓、張明宗
(Kane Wang、Ming-Chung Chang)
審核日期 2012-1-30
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