臺灣鞋業領航者數位轉型與人力資源管理之個案研究

A Case Study of Digital Transformation and Human Resource Management in Taiwan's Leading Footwear Manufacturer

本研究個案為本土鞋履品牌的標竿，其發展歷程不僅見證了臺灣經濟起飛帶動消費文化的演進，近年來該企業積極推動數位轉型與人力資源管理的成效，更可作為製造零售業如何面對全球化浪潮衝擊與蛻變的示範案例。本研究採質性研究法，針對六位中高階主管及基層員工進行深度訪談，研究發現本研究個案於企業經營的角色定位已從單純的鞋品販售，進化為提供全方位「足健康」價值服務的顧問體系。這種數位轉型並非僅止於商品面的更迭，更觸及了企業內部組織文化、員工工作滿足以及最終工作績效的結構性重組。最後本研究為擬推動數位轉型之製造零售業提供關鍵重要建議：數位轉型成功關鍵在於人，當員工感受到自己的專業價值與組織的數位能力完美結合時，產生的工作滿足不僅可促進個人工作績效提升，更能夠為企業在動態競爭激烈的市場中持續維持競爭優勢。

This case study serves as a benchmark for a local footwear brand. Its development not only witnesses the evolution of consumer culture driven by Taiwan's economic boom, but also demonstrates the effectiveness of its digital transformation and human resource management in recent years. It serves as a model for how the manufacturing and retail industry can cope with the impact and transformation of globalization. This study employed qualitative research methods, conducting in-depth interviews with six mid-to-senior level managers and frontline employees. The research revealed that the case study's role in the company's operations has evolved from simply selling shoes to providing a comprehensive ''foot health'' value service consulting system. This digital transformation is not merely a change in product offerings, but also involves a structural reorganization of the company's internal organizational culture, employee job satisfaction, and ultimately, job performance. Finally, this study provides key recommendations for manufacturing and retail companies planning to implement digital transformation: the key to successful digital transformation lies in people. When employees feel that their professional value is perfectly integrated with the organization's digital capabilities, the resulting job satisfaction not only promotes individual job performance improvement but also enables the company to maintain a competitive advantage in a dynamically competitive market.