時尚產業創新產品產業行銷策略之研究－以紡織產業綜合研究所智慧衣為案例

Abstract

「智慧衣」因物聯網和行動科技興盛為傳統紡織產業帶來新的機會，台灣紡織業者看準時機而相繼投入研發，預測應富有銷售價值的市場。A公司以成衣之設計、製造與銷售為主要業務，二大營運策略為零售市場及大型專精產品化，憑藉其成衣製造技術能力及國際銷售市場優勢，朝向與電子科技產業跨異業整合共創機能智慧型智慧衣，提高傳統產業為未來運動休閒及醫療看護照護市場呈現新型態之生活環境。

根據本論文研究，訪談個案公司行銷推廣智慧紡織衣為例，並應用產業五力、SWOT、行銷策略進行分析及探討來驗證研究個案，對於創新「智慧衣」的產出、行銷策略及執行方向可行性分析，推測並歸納出在跨異業的物聯網世代可能適合A公司及其它紡織產業「智慧衣」行銷策略制定之參考。

As the Internet of Things and mobile technology have brought new opportunities of “Smart Clothes” to the traditional textile industry, the Taiwanese textile industry have sieged the new tech and timely invested in research and development one after another, predicting the market that should be rich in terms of sales value.Company A, taking the design, manufacturing and sales of apparel as its main business along with its two major operating strategies of targeting on the retail market and large-scale specialized commercialization as well as with its garment manufacturing technology capabilities and international sales market advantages, aims to integrate with the electronic technology industry across different industries with the purpose to jointly create functionally intelligent “Smart Clothes” and improve traditional industries to present a new style of living environment for the future sports, leisure and medical care market.The research of this paper took the case of interviewing the company's marketing and promotion of “Smart Clothes” as an example and applied the industry's five forces, SWOT, and marketing strategies to analyze and discuss the research to verify the feasibility of output, marketing strategy and execution direction of the innovative “Smart Clothes” feasibility analysis to infer and conclude that the generation of IoT across different industries may be suitable for company A and other textile industries to refer in formulating“Smart Clothes” marketing strategies.