運用WGSN資料庫輔助商品企劃決策:以T個案工廠的自有品牌商品企劃為例

Abstract

由於人力與土地成本不斷上漲，台灣製造業早不具備做製造代工廠的優勢，眾多製造代工廠(OEM)面臨必須轉型升級做自有品牌(OBM)，但是製造代工轉型升級到高附加價值的自有品牌過程面臨最大的困難是如何做自主性品牌與商品企劃。本研究將國際成功品牌做商品企劃的方法與研究流程導入T公司個案，也就是本論文探討的「運用WGSN流行趨勢資料庫輔助做商品企劃決策」，使用擁有多元、全球、與即時WGSN流行趨勢資料庫，T公司才能篩選與研擬出適合自有品牌創新與引導潮流的商品。

商品企劃的目的在提升自有品牌商品的競爭力，商品的競爭力取決於落實商品企劃的四個階段，分別是趨勢主題、色彩、纖維、紡織面料的織紋設計或是圖案設計。T公司個案的商品企劃著重創新開發運動機能與環保纖維、美感視覺設計、卓越工藝技術。商品企劃同時顧及主、客觀的環境與條件去擬定可行的商品決策，本研究分別用了SWOT與波特五力來做診斷與分析。最後本研究建議自有品牌的廠商可採全方位商品企劃策略、結合產官學研之研發策略、以人為本的設計思維、與跨產業的研發策略以利長久經營。Due to the rising cost of manpower and land, Taiwan’s manufacturing industry does not have the advantage of being a manufacturing factory for a long time. Many Original Equipment Manufacturers (OEM) are facing the need to transform and upgrade to launch their own brand Original Brand Manufacturers (OBM). As the manufacturing factoryis transformed and upgraded to high-added value OBM, the biggest difficulty facing own brand process is how to plan independent brands and products planning.This research introduces the method and research process of successful international brands in product planning into T case factory, that is, the theme of this thesis uses the top fashion trend WGSN on-line database to assist in product planning decision-making. With the use of a diversified, global, and in-time WGSN fashion trend database, T case factory can filter and develop products suitable for its own brand innovation and trend guidance.

The purpose of product planning is toenhance the competitiveness of private-label products. It is planned according to the four stages of trend theme, color, fiber, texture design or pattern design of towels. The product planning of the T factory’s case focuses on the innovative development of sport functional fiber and environmentally friendly fibers, aesthetic visual design, and excellent process technology. The product planning also considers the subjective and objective environment and conditions to formulate feasible product decisions. This thesis uses SWOT and Porter's five forces respectively diagnosis and analysis. Finally, this research suggests that all manufacturers with their own brands could adopt a comprehensive product planning strategy, a research and development strategy that combines industry, governments, and university, a people-oriented design thinking, and a cross-industry R&D strategy to facilitate long-term operation.