受到大陸及越南低廉產品的強大威脅，台灣的製鞋廠商仍然保有品牌和品質的優勢，然而在歐美等知名品牌之前，台灣製鞋廠又相形見絀，在成本不敵大陸、越南的產品，而品牌知名度又難以與歐美領導廠商抗衡的情形下，台灣的製鞋廠商除在產品品質上要力求精進外，也必需尋求其它可能因應策略，此時，強調原創，獨特的手工業又慢慢復甦，以消費者注重品質、追求個別化的消費，或許客製化（customization）是一個台灣製鞋廠商可以考量的發展策略。主要因為，客製化商品定價一般高於一般市價，符合台灣廠商較高的製造成本，卻有相當品質的經營現況。
為協助不具品牌效益，但擁有高品質及客製化能力的廠商永續發展，本研究主要以個案研究的方式，與台灣本地製鞋業者訪談其對台灣製鞋產業之看法，以及其公司發展方向做深入探討，並以SWOT分析法來呈現廠商目前之處境，透過對來自外在環境的威脅及企業內部弱點評估之後，找出企業內部的核心能力。並透過對目標消費者訪談，運用質性研究中的紮根理論（grounded theory）研究法，將消費者訪談結果進行開放性譯碼、主軸譯碼及選擇性譯碼，並將消費者的決策流程畫出，以了解影響「客製化商品」購買的因素。
本研究希望藉由與廠商與消費者訪談後的結果得知，消費者對於客製化的產品的看法，以及消費者於購買高爾夫球鞋時考量之因素，結合廠商的優勢，幫助台灣製鞋業在行銷活動上找到新方向，使其能永續發展，重現台灣之光，讓台灣產品再次發光在國際精品上。

Despite the fact that Taiwan's shoemaking manufactures have been facing direct competition from their Chinese and Vietnamese competitors due to the latters’ low cost of production they have maintained their dominant branding market position. However, Taiwan shoe manufacturing players paled when compared with European and North American industry leaders. As unique handicraft industry slowly recovered and as customers are willing to pay for products with superior quality, “customization” may be a strategy that can be applied by Taiwanese shoemaking players.
In order to assist shoe manufacturers that are capable of offering superior customized products, the SWOT analysis along with interviews have been conducted. In order to identify factors that may influence customers’willingness to purchase customized products, the Grounded theory be used to coding concept、category & constructs.
The goal of this thesis is to examine these factors and the overall picture of “customization” from the perspective of the strategic marketing plan.

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