本論文針對斯沃琪集團(Swatch Group)探討其過往經歷並試圖找出能有益該集團在台灣的業務之法。近年來，隨著越來越多人在網路上購物，電子商務愈發蓬勃。自2020年初全球新冠肺炎疫情的爆發起，數位化的過程更加快了腳步，人們更常於網路上購物，且更多人選擇使用智慧手錶來輔助生活。如此狀況下，瑞士傳統製錶業受到了負面影響，其中也包括斯沃琪集團。本研究將會著重於斯沃琪集團在台灣的分公司。因為斯沃琪集團為全球最大錶商，對於研究瑞士的錶業而言有足夠的代表性。並且因為他們在亞洲有堅強的經濟成果,台灣市場也是一個很重要的研究題材。
本研究使用的方法為個案研究法及訪問。當中透過一些期刊以及訪問，整理過去斯沃琪曾經使用的策略，再加入作者的想法與意見。最後，產出六個針對台灣市場所設計的提案，並由一位相關產業中的專業人士審核並討論可行性。雖然大部分的提案經由審核後結果為不適合或難以執行，但本研究或許能給予其他研究為何提案會有困難的專業見解，並成為往後相關研究的基石。

This study focuses on the Swatch Group, with the aim of offering adoptable strategies to benefit its business in Taiwan. When the COVID-19 pandemic threatened the world in 2020, the digitalization process advanced considerably. More people shopped online, while there was an increase of people wearing smartwatches to assist with their daily lives. Hence, the Swiss watch industry was negatively impacted.
In view of this situation, this study focuses on the Swatch Group branch in Taiwan. Given that this Swiss watch corporation is the largest in the world, and has a strong financial performance in Asia, it is important to investigate this market in Taiwan. The methods used in this research are case studies and interviews. This study additionally collects some of the Group’s strategies from previous journals and interviews, while also incorporating authors’ perspectives. As a result, six proposals are offered for the Taiwanese market. Furthermore, these suggestions were reviewed by an interviewee in the industry, where their feasibility was discussed. Unfortunately, the proposals were mostly unfeasible or hard to realize. Nevertheless, the study provides market insights about the obstacles the watch industry faces, and suggestions for the future studies.

Thesis/Dissertation Validation Letter……………………………………… i
Acknowledgements………………………………………………………. ii
Abstract (Chinese)…………………………………………….…....…….. iii
Abstract (English)………………………………………………….……... iv
Table of Content…………………………………………………….…..…v
Table of Figure…………….……………………………………………..vii
Chapter 1 Introduction……………………………………………………..1
1-1 Research Background…………………………………………….1
1-2 Research Motivation and Objectives……………………………..5
1-3 Research Question………………………………………………..6
Chapter 2 Literature Review……………………………………………….8
2-1 Digitalization…………………………………………………...…8
2-2 Smartwatch Advantages………………………………………..…9
Chapter 3 Methodology……………………………………………………12
3-1 Methods in the Study…………………………………………..…12
Chapter 4 Result………………………………………….………………...14
4-1 Environment and Background Analysis…………………………14
4-1-1 Swot Analysis…………………………………………….17
4-2 Past and Current Strategies………………………………………19
4-2-1 Operation Strategies……………………………...……….20
4-2-2 The Brand: Swatch……………………………...…..……22
4-2-3 Smartwatch by Swatch Group……………………………24
4-2-4 Swatch Group in 2020……………………………………26
4-3 Smartwatch Threats………………………………………...……27
4-4 Strategy Targeting………………………………………..………30
4-4-1 Present Selling Strategies and Suggestions Composing….33
Chapter 5 Summary……………………………………………….…..…..43
5-1 Possible Strategies and Discussion……………..……………......43
5-2 Theoretical Contribution…………………………...…………….49
5-3 Practical Contribution………………………………………...….50
5-4 Research Limitation and Future Research Suggestions………….51
Reference…………………………………………………….……….52
Appendix……………………………………………………….…….60

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