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題名:臺灣運動用品業者社會網絡互動型態之研究
作者:謝旻凱
作者(外文):HSIEH,MIN-KAI
校院名稱:國立體育大學
系所名稱:體育研究所
指導教授:葉公鼎
學位類別:博士
出版日期:2017
主題關鍵詞:運動用品社會網絡互動型態Sporting goodssocial networkinter-organizational interaction
原始連結:連回原系統網址new window
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臺灣除了資訊產業外,運動用品製造業者同樣擁有優越及精良的製造能力,不管在過去或是目前,都有許多知名運動品牌之商品為臺灣廠商所代工生產。臺灣的運動用品製造業,在世界各國具有領先的地位。臺灣的運動產業整體發展在全世界的市場中都是具有非常大的影響力,許多產品更是成為全球運動產業鏈中所不可或缺的項目之一。在製造、研發及生產的過程中,需要整合供應鏈內外部,相當多的中小企業或組織,在跨國分工的產業連結下,產業組織的發展在開始邁向跨組織整合,逐漸形成產業網絡,產業組織間的互動,開始成為研究的課題,產業組織在互動的歷程中,組織間網絡的參與者不但相互依賴且關係複雜,其行為因果、互動模式與交易情境亦具有多變,因此本研究以上述為基礎,釐清臺灣運動用品產業網絡中的跨組織互動狀況、要素及資源流通狀態,研究對象針對臺灣運動用品業者中之健身運動器材、潛水運動器材、運動機能布料三大類業者進行深度訪談,研究業者在進行供應鏈與策略聯盟夥伴的網絡整合及組織網絡互動結構,並由其中瞭解產業跨組織行為間的互動行為要素,提供運動用品產業者及學術單位,分析並瞭解產業中跨組織網絡結構互動的指標。
基於上述之研究背景及研究方法,研究結果在三個構面,分述如下:
一、運動用品業者在跨組織網絡結構的關係基本性質:
開發或設計部門以及業務單位為對外關係的主要連結;全球化的電子商務連結,成為業者跨組織連結的趨勢;臺灣部分運動健身器材業者,缺乏對於社群網絡的概念,在跨組織合作上,皆是建立在長年累積的信任與情感基礎;傳統的跨組織連結方式就是加入相關的公會;產業在跨組織整合時,考量專業分工及降低製造成本;潛水業者在運動產業中,是屬於較為保守的業種。
二、運動用品業者跨組織網絡關係動態中的網絡屬性:
運動機能服裝業者以顧客需求為主要連結驅動因素;運動健身器材商將生產物品專業分工,委託給協力廠商製造;潛水業者僅在自有供應鏈內建構連結;運動機能服裝的優勢,在組織內部的產品開發及生產能力;健身器材商優勢在於,服務購買於前後,形成整合式的服務,跟固定的通路商進行合作,將通路完全暢通;潛水器材業者中具有研發設計的專利技術,以技術為基礎引領市場趨勢;健身與潛水廠商皆會根據彼此的人脈連結關係,營造利益共享的環境;運動用品業者,積極參與國內各相關產業公會、學會等組織;運動用品業者在技術上具有排他性,銷售行為上形成競合狀態,也會透過合約保障組織技術的獨佔性。
三、分析運動用品業者在跨組織資源流通關係結構流動情形。
運動機能服裝、運動健身業者,在跨組織互動結構中屬於雙向的互動;潛水業者屬於單向跨組織連結關係;服裝類以製造生產的訂單為一種合作方式,在代理商則是透過贊助方式進行與經銷商的跨組織合作;運動機能服裝、運動潛水業者中,異業合作是一趨勢;健身器材業者與供應鏈內的衛星廠進行技術合作,再透過網路電子商務平台進行跨組織的連結。
四、運動用品業者跨組織網絡行為模式關係圖詳見內文頁。
本研究之研究建議針對實務及學術兩類進行表述如下:
實務上的建議:建立專責單位,負責跨組織關係;完善消費者及合作廠商的訊息回饋管道;建構自有品牌及產品行銷通路;加強客製化策略;建立全球網路系統;中衛體系連結提高;政府的資源協助。學術上的建議:深入分析微觀的組織連結關係;分析出產業結構洞所處位置;建立臺灣運動用品產業跨組織互動過程,專屬量化檢測表;分析出自有品牌建立的關鍵因素。
Taiwan sporting goods manufacturing products have high quality and international marketability when compared with the Taiwan high technology products. Taiwanese sporting industry has play a leading role in the world. Taiwan sporting products have become some of the most indispensable in the global sporting industry chain. The process of manufacturing sporting products should be integrated different organizations in a cross-nation supply chain. The industrial network does not only dependent on one another but also forms a complex relationship, therefore the interaction between industrial organizations has become an important issue for discussion.
The purpose of this study is to identify the interaction situations within the sporting good organizations’ inter-organizational network and the mobility of their producing elements or resources. The subjects of this study include Taiwanese manufacturing and selling companies of fitness equipment (FE), sport diving (SD), and sportswear (SW). The researcher of this study refers sport industry management and inter-organizational behavior related theories to develop a questionnaire as its research tool and adopts in-depth interviewing as its research method to investigate the subjects’ situations.
The results of this study are shown as follows:
I, The basic relationship of sporting good organizations’ inter-organizations network structures.
Research and development or designing departments are the main units within a sporting good organization to connect with the external organizations. The global e-commerce linkage becomes the tendency of inter-organizations connection. The inter-organizational collaborations among Taiwanese FE enterprises are based on the long-term mutual trustiness and friendship, they are less perceptive to social network.
The traditional way of connecting sporting goods inter-organizational relationship is to join the sporting goods related professional associations/unions. The main considerations of integrating organizations are processional division of works and the costs down. Comparing with the other two styles of sporting goods organizations, SD industrial organizations are more conserved and have less cooperations with the other external organizations.
II. The network characters of sporting goods organizations within their inter-organization network dynamic relation.
The main driving factor of SW is customers’ demand. While FE manufacturing companies outsource the parts of fitness equipment products to the third parties and work with the constant selling companies to generate an advantage as the whole serving system before and after their products selling. SD organizations create their internal supply chains within their own organizations include R & D departments to innovate their products and keep on leading in the sport diving equipment market. The benefit sharing of FE and SD organizations depends on their own interpersonal relationships. All of these three kinds of organizations are willing to join the professional related associations/unions. Moreover, all of these sport industry organizations tend to generate the exclusivity for their own unique producing skills, but co-competing to other companies while selling. Some of their monopolistic power may be created through contracting.
III. The structure changing of sporting good organizations’ inter-organizational resources mobility and tightness of relation.
The situations of SW and FE organizations related to this matter can be referred to two-way interactions; while SD tends to be one-way interaction. Inter-organizational cooperation of SW includes manufactories receive orders from external units, the sponsorship from sportswear agent (whole seller) to retailers. It becomes the trend of connecting heterogeneous business to generate business alliance, such as FE enterprises have manufacturing skill cooperation with their satellite factories and connect with e-commerce internet. Finally, The Taiwanese sporting goods industry organizations inter-organizational behavior network is drawn in Chapter V.
Suggestions of this study conducted by the author are as follows:
For the practical suggestions: to set up specific unit/department under the sport industry organizations to deal with the inter-organizational interactions with the external organization; to set up feedback system related to the opinions from consumers and cooperative companies; to set up own brands and marketing channels; to reinforce the customized strategy; to build up the globalized network system; to empower the sport industry organizations’ central-satellite connections and to find the increasing of government resources supporting. For the academic suggestions include: the analyzing of organization connection relation in a micro aspect, the identification of industry construct hole, the development of Taiwanese sporting good inter-organizational interaction network assessment scale and finding the successful factors of establishing their own brands.
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