本研究運用層級分析法(Analytic Hierarchy process, AHP)探討台灣成衣網站如何建構競爭優 勢，以及是否能運用東南亞成衣供應鏈來增加競爭優勢。研究發現，台灣成衣網站建構競爭優勢 的四大關鍵性的決策構面依AHP 分析結果，其重要性排序為「網站營運模式特質」、「競爭策 略行動」、「目標市場選擇」、「東南亞供應鏈布局」。此研究結果顯示，「網站營運模式特質」 在建構成衣網站之競爭優勢中的權重最重，若再與其三項決策構面相互配合則能達到最高效益； 然而「東南亞供應鏈布局」其重要性卻是四大構面之末，顯示現今政府產業政策所偏重的「南向 政策」，對台灣成衣網站並未能產生預期的效果。

This paper uses Analytic Hierarchy Process (AHP) to conduct an empirical study on how to make Taiwan clothing websites more competitive utilizing Southeast Asian supply chains. The results show that website characteristics, competitive strategies, target market, and Southeast Asian supply chain strategy are the four key factors in effective website marketing. This study shows that "website characteristics" is the most important dimension in the construction of competitive advantage for Taiwan clothing websites, if coupled with the other three dimensions, Taiwan clothing website could achieve maximum benefit. However, "Southeast Asian supply chain strategy" is the least important among the four dimensions, reflecting that the "Southward Policy" of Taiwan government failed to bring the expected desirable effect to Taiwan clothing websites.