時尚流行飾品是時尚產業的關鍵產品之一，台灣曾經佔有舉足輕重的地位，但隨中國大陸的崛起，製造業曾經大舉西遷，近幾年又隨大陸製造條件轉弱，正是將其產業引流回台灣的好時機。各產業從後疫情時代開始迎合數位化的轉變，身處紅海市場的流行性飾品業不再是單打獨鬥就能成功的天下，且流行性飾品具週期性短與汰換率高的特性，如何藉由數位技術串連、整合再造新商機是流行性飾品業面臨的新挑戰。
回顧過往流行性飾品相關文獻，大多著重談論飾品設計屬性與製作方式，少有針對流行性飾品業數位轉型之探討；故本研究以流行性飾品產業如何以關鍵資源為優勢，藉由相輔相成之生態系關係，利用數位轉型創新營運模式，期許可補充過去文獻之不足。
本研究採質性研究進行，以研究目的為主軸大綱進行深入訪談，並輔以文獻進行分析，探討流行性飾品業如何規劃數位轉型，並依研究結果提供政府、流行性飾品產業及企業管理者相關建議。
研究結果顯示：
1. 流行性飾品業可以藉由AR/VR/XR等數位科技，優化客戶沉浸式購物體驗，增加消費者模擬後即時進行購買的機會，減少消費者購買期待落差，提升顧客滿意度。
2. 流行性飾品業可以藉由數據導向的全通路策略，提供完整的線上線下購物體驗，並全面追蹤交易數據，即時掌握消費者對流行性飾品的偏好及交易資料，俾給予消費者客製化的商品推薦及可持續性消費的訂閱制，優化購物歷程，提高消費者對品牌的黏著度。
3. 流行性飾品業可以藉由OMO虛實融合來整合全通路消費者數據，建立與統一會員身分，使線上、線下會員身分/權益一致，優化品牌體驗，推動會員制的商品返購模式及返點計畫與客戶關懷，以全觀角度規劃行銷策略、辨識銷售機會點。
4. 流行性飾品業可以透過數位化協作來取代冗長的設計、開發、生產流程，與供應端採模組化共同開發，透過產業生態系讓生產品質與數量更貼近消費者需求，共創價值。
5. 流行性飾品業可以透過受眾相似度、合作條件匹配度與品牌調性做異業結盟等提高產業群聚密度，增廣品牌觸及潛在客群與提高轉換購買率，豐富宣傳內容，以建構廣域生態系來共創價值。
6. 具強而有力CTA（call to action）轉換率的社群媒體營銷技能與影像數位相關技術及資訊系統建置、數據分析技能是流行性飾品業數位轉型必須具有的關鍵資源。
關鍵字： 流行性飾品業、數位轉型、價值創造、生態系

SUMMARY
Fashion accessories are one of the most important products in the fashion industry, and they used to be very important in Taiwan. However, with China's rise, the manufacturing industry has shifted westward on a large scale. With mainland China's manufacturing conditions deteriorating in recent years, now is a good time to shift its industries back to Taiwan. Since the post-epidemic era, all industries have started to adapt to the digital transformation. Fashion accessories are no longer an industry that can thrive on its own in the Red Sea market, and they are characterized by a short cycle and a high replacement rate. Using digital technology to connect and integrate new business opportunities presents a new challenge for the fashion accessory sector.
According to a review of the pertinent literature on fashion accessories from the past, most of it focuses on the design characteristics and manufacturing processes of accessories, while very few discuss the industry's digital transformation. As a result, this research focuses on how the fashion accessories sector uses key resources to its advantage and uses a complementary ecosystem relationship to use digital transformation to innovate the industry's operating model.
Keywords: fashion accessories, digital transformation, value creation, ecosystem

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