近年來規模化生產與個性化需求呈現矛盾相互作用，市場由產家生產主導轉向顧客需求主導。消費者力量重塑了新的市場格局，此需求成為賣方開始關注的焦點。基於個性化需求，日益細分的市場讓許多大企業面臨夕陽產業的狀況時，能讓更多被區隔為小眾市場的中小企業崛起，因此利基市場日益盛行。利基市場雖然擁有競爭者少、排他性且擁有忠實顧客的特徵，在初期可以以差異化及產業先鋒具有相對優勢。然而，成熟期後的企業成長策略，是利基市場近年來要面臨的問題。

此篇論文將利用質性研究中的個案研究方法與文獻探討來深入頗析運動休閒服飾業的先鋒-Lululemon之企業競爭優勢，並探討個案公司在成熟期過後的成長策略，包含市場擴張、產品擴張及Lululemon的併購策略，希冀能提供其他利基品牌未來永續成長的策略參考。

經由個案分析法在此研究中發現利基品牌在初期確實有焦點集中策略的優勢，並且因為資金及資源較為不足，利基品牌較集中產品線，將產品打造為產業中最專業、有價值的產品。然而，在利基品牌的中後期階段會遇上成熟期，可能的情況有競爭對手開始瓜分市佔率，又或是成長緩慢的情況。若能做出有效的成長策略來回應外部威脅，也是利基品牌要面對的課題。

In recent years, large-scale production and individualized demand have shown contradictory interactions, and the market has shifted from being dominated by manufacturers to customer demand. Consumer power has reshaped the new market structure, the increasingly segmented market allows many large companies to face the sunset industry situation. Therefore, more and more small to medium-sized enterprises are entering the niche markets.

The niche market has the characteristics of few competitors, exclusivity and loyal customers, it can have a competitive advantage with differentiation and industry pioneers in the early stage. However, the growth strategy after the maturity period is a problem that the niche market has to face in recent years. This paper will use case study methods and literature discussions in qualitative research to deeply analyze the competitive advantages of Lululemon, a pioneer in the sports and leisure apparel industry. In addition, this paper explore the growth strategy of the case company after the maturity period, including market expansion, product expansion and M&A strategies of case companies. It is hoped that this research can provide other niche brands as a reference for future strategic development.

Content
論文審定書……………………………………………………………i
論文公開授權書………………………………………………………ii
致謝……………………………………………………………………iii
摘要……………………………………………………………………iv
Abstract…………………………………………………………………v
Table of Contents………………………………………………………vi
List of Figure…………………………………………………………viii
List of Table……………………………………………………………ix
Chapter 1 Introduction………………………………………………1
1.1 Research Background and Motivation…………………………1
1.2 Research Purpose…………………………………………………2
1.3 Research Scope……………………………………………………2
1.4 Research Procedure………………………………………………3
Chapter 2 Literature Review…………………………………………5
2.1 Definition of Niche Market…………………………………………5
2.2 Enterprise Competitive Advantage-Porter Five Force…………6
2.3 Enterprise Competitive Strategy-Strategic Positioning………10
2.4 Enterprise Growth Strategy-Ansoff Matrix……………………15
Chapter 3 Research Methodology…………………………………21
3.1 Research Method…………………………………………………21
3.2 Research Structure………………………………………………24
Chapter 4 Industry and Case Introduction…………………………26
4.1Introduction of sport and leisure apparel retailer industry……26
4.2 Major global fitness apparel manufactures……………………26
4.3 Lululemon History and Background……………………………31
4.4 Lululemon Core Strategy…………………………………………34
Chapter 5 Case Study…………………………………………………52
5.1 Business dimension- Five Force Analysis………………………52
5.2 Strategic positioning analysis……………………………………61
5.3 Growth strategy analysis…………………………………………66
5.4 Sources of Competitive Advantage……………………………71
Chapter 6 Conclusion and Suggestion………………………………73
6.1 Discussion and Research Findings………………………………73
6.2 Research Suggestions……………………………………………74
6.3 Limitation of the Research………………………………………75
Reference………………………………………………………………80

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