風格創新為企業追求產品突破的重要策略選項，不僅與創新產品有關，也與企業形象及服務價值有關。具流行、審美及象徵性元素的產品更是維持流行商品競爭優勢之關鍵。本研究回顧國內外文獻，運用多個案研究法，透由深度訪談，比較台灣中小型製鞋廠商，以其流行風格創新之動機與經營型態調整為研究主軸，探討其改變的歷史軌跡。此外，檢視廠商受政策環境衝擊下，如何透由風格塑造或目標消費群的調整，成功地回應政策環境並進行經營型態的轉型。結論發現，風格創新要素包括生產技術的改善、日常生活素材的使用、身兼通路銷售員的設計師、或為滿足特殊族群市場的消費者，這些要素構成風格創新的軌跡。本研究冀望透由個案廠商的實務運作，找出台灣中小型廠商創新產品之競爭優勢，讓致力於開發風格創新的企業作為借鏡。

Style innovation is the most important strategy for enterprises creating new product. It not only emphasizes the property of products but also associates with image of enterprise and the service value it can give. If products with popular, aesthetics and symbolic elements, it is crucial to maintain competitive advantages of popular commodities. This study adopts multiple-case method, conducts in-depth interviews and reviews literature. Through the comparing and contrasting the small and medium-sized footwear manufacturers in Taiwan, we aim to explore the motivations of the firm’s popular style innovation, how their business type is adjusted and the evolution trajectory. In addition, we examine how do the firms shape their popular style or adjust their targeting consumer and then respond to the policy environment and transform the business type successfully under the impact of the dynamic policy environment. We conclude that the style innovative elements are including the improvement of the production technology, the daily life use of the material, the designer who is also the channel salesman, or to meet the special consumer needs. These summed up the evolutionary process of style innovation. This study can provide valuable suggestions for firms that are facing difficulties on style innovation.