臺灣博碩士論文加值系統

過去品牌經營者多以製造思維角度看供應鏈問題，但是面對這次金融海嘯，卻造成了許多品牌經營者面對突然消失的需求導致存貨遽增、品牌力下滑，品牌經營者開始思考是否應該跟零售商學習，以需求思維角度來看供應鏈，能夠快速的掌握前端需求之變化，透過供應鏈協同提升品牌競爭優勢。

有鑑於過去許多論文分別在品牌經營及供應鏈協同議題各自進行探討，但卻缺乏針對相互之間影響關聯之研究，本文著重探討從零售商與品牌供應商角度， 如何應用不同供應鏈協同策略以支援產品與品牌的發展，達到快速回應市場需求之目的。

本論文透過四個代表案例探討（ZARA、Apple、P&G、Watsons），提出一品牌模式與價值鏈協同策略組合之分析矩陣，並歸納出零售商與供應商在不同品牌供應鏈結構下，應如何應用不同供應鏈協同策略以支援產品與品牌的發展，達到快速回應市場需求之目的。

Over the years branded companies have largely viewed supply chain problems from the point of supply and considered supply chain issues as parts of manufacturing problems. However, in today’s rapidly changing market environment, especially after the financial tsunami of 2008, many branded companies faced a drastic dip in their market demand, and a decline in brand loyalty. These changes drove branded companies to reevaluate their views of supply chain problems to focus more on changes in market demand rather than inefficiencies in manufacturing or logistics. Branded companies have started to put more effort into quickly detecting changes in market demand so that they can adjust their supply to meet market demand accordingly. Being able to quickly adjust their supply to meet changes in demand, branded companies can operate in a more efficient and competitive way, and rebuild their brand advantages for the long run.

Many researchers have thoroughly discussed the topics of brand management and supply chain strategy. However most of those discussions studied these two topics in a separate manner. Those studies lack sufficient research on how brand management and supply chain collaboration strategy work together and impact each other. This thesis is to analyze from a retailer and branded manufacturer’s perspective how to utilize supply chain collaboration strategies for a matrix of brand models: private brand, vertical brand, and general brand in order to meet the requirement of quick response to constantly and rapidly changing market demands.

In our research, first by reviewing supply chain approaches for branded companies across several industries, we classify a brand matrix based on brand models and product characteristics. And then through the analysis of four case studies, Zara, Apple, P&G, and Watsons, we discuss their behavior and key supply chain strategies and show the strategic focuses across the brand matrix. We illustrate what companies need to do to fully benefit from their collaboration strategies, given their particular circumstances. We conclude with guidelines of supply chain collaboration strategy while branded companies face the changes of market factors such as demand patterns, supply relationships or product innovation.

中文摘要 ii
英文摘要 iii
致 謝 v
目 錄 i
表目錄 iii
圖目錄 iv
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究方法與步驟 2
1.3.1 研究方法 2
1.3.2 研究步驟 3
第二章 文獻探討 4
2.1 品牌經營方式 4
2.1.1 品牌產品特性 5
2.2 供應鏈協同 7
2.2.1 供應鏈評量方式 7
2.2.2供應鏈協同之最佳解決方案CPFR�� 10
2.2.3零售通路與供應商協同合作發展模式 11
2.3 協同規劃、預測與補貨（CPFR��） 14
2.3.1 CPFR��簡介 14
2.3.2 CPFR��之績效指標考量因素及評選方式 14
2.3.3 CPFR��應用之不同適用模式 16
2.4協同規劃、預測與補貨產業應用模式 19
2.4.1 CPFR��之導入藍圖（Roadmap） 19
2.4.2 CPFR��之導入關鍵成功因素（Critical success factors） 21
第三章 品牌模式對供應鏈協同應用之探討 23
3.1零售商與品牌供應商特性之分類 23
3.1.1品牌分類架構與品牌代表性產品特性 23
3.1.2 品牌分類矩陣（Brand Matrix） 24
3.2品牌分類矩陣之供應鏈架構探討 27
3.3供應鏈最佳化應用為協同模式 29
3.4 品牌模式之供應鏈協同架構 34
3.5 小結 35
第四章 個案研究-三種品牌模式之供應鏈協同策略代表性案例探討 36
4.1個案一 ZARA 36
4.1.1 個案背景 36
4.1.2 品牌分類矩陣之案例對應 38
4.1.3品牌分類矩陣之供應鏈協同策略探討 39
4.2 個案二 Apple 41
4.2.1 個案背景 41
4.2.2品牌分類矩陣之案例對應 43
4.2.3品牌分類矩陣之供應鏈協同策略探討 44
4.3 案例三 P&G 46
4.3.1 個案背景 46
4.3.2 品牌分類矩陣之案例對應 48
4.3.3品牌分類矩陣之供應鏈協同策略探討 49
4.4 個案四 Watsons 51
4.4.1個案背景 51
4.4.2 品牌分類矩陣之案例對應 55
4.4.3 品牌分類矩陣之供應鏈協同策略探討 55
4.5小結：品牌模式對供應鏈協同應用之影響 57
4.5.1個案總結 57
4.5.2品牌參照之應用 59
第五章 結論與建議 65
5.1 研究結論 65
5.2研究限制與未來研究方向 69
參考文獻 70

英文部分：
1. AMR Research, “”AMR Research’s Supply Chain Top 25 for 2008”, 2008, http://www.amrresearch.com/SupplyChainTop25/
2. Devangshu. D., “retail at the speed of fashion”, case study, （www.3isite.com）, 2002
3. Golpesas, ”Zara: Vertical Retailer”, Oppapers.com, 2008, http://www.oppapers.com/essays/Zara-Vertical-Retailer/136748
4. Kevin O., Joe S., “DDSN: 21st Century Supply on Demand”, AMR research, 2004, http://www.amrresearch.com/Content/View.aspx?compURI=tcm:7-17058
5. McGraw-Hill, ”Glencoe Marketing Essentias”, McGraw-Hill, 2004, http://www.glencoe.com/sec/busadmin/marketing/dp/ap_and_acc_mktg/gloss.shtml#v
6. Planet Retail, “Private Label Trends Worldwide“, India retail forum, 2008
7. Pramatari, K., Papakiriakopoulos, D., Poulymenakou, A., and Doukidis, G.,"New forms of CPFR��: Daily collaboration at store level", ECR Journal, 2（2）, pp.38-43, 2003.
8. Randy, L., “Supply chain excellence at Apple ” , 2008, http://blog.kinaxis.com/2008/11/supply-chain-excellence-at-apple/
9. Seifert, D., ”Collaborative Planning, Forecasting, and Replenishment - How to Create a Supply Chain Advantage”, AMAZOM, 2003.
10. Tage, S., Christian, T., and Claus, A., "Supply chain collaboration
Theoretical perspectives and empirical evidence", International Journal of Physical Distribution & Logistics Management, vol. 33, No.6, pp.531-549, 2003.
11. VICS, “Collaborative Planning, Forecasting and Replenishment （CPFR��）, Version 2.0”, Voluntary Interindustry Commerce Standards Association, 2002.

12. VICS, “Roadmap to CPFR��”, Voluntary Inter-industry Commerce Standards Association, Voluntary Interindustry Commerce Standards Association, 2002.
13. VICS,” Collaborative Planning, Forecasting and Replenishment （CPFR��）- An overview”, Voluntary Interindustry Commerce Standards Association, 2004
14. VICS,” CPFR�� for Apparel and Footwear”, Voluntary Inter-industry Commerce Standards Association, 2007
中文部分：
1. 吳思慧，電子產業企業員工協同研發平台之研究，交通大學資訊管理所碩士論文，2004
2. 林文彬，”屈臣氏IT演進以即時化資訊為標竿”，ITHOME，2006，http://www.ithome.com.tw/itadm/article.php?c=37158
3. 林秀玲，”因應低價時代 屈臣氏善用CPFR��串聯價值鏈─屈臣氏資訊部沈富濤處長分享導入經驗” ，2006年GS1 TW 夏季刊，pp.36~39，2006
4. Davis Dyer等著，陳琇玲譯, “P＆G品牌行銷密碼”，時報出版，2004
5. Wikipedia，“Apple Inc.”, 2009，http://zh.wikipedia.org/w/index.php?title=蘋果公司&variant=zh-tw