本研究旨在深入探討O牌運動休閒服飾公司在市場驅動和競爭優勢創新方面的實際運作，並分析企業創新對其成功的關鍵因素。研究方法採用了業者自述、文獻回顧和時間框架分析的綜合方法，探討O牌公司對市場變化的感知、創新決策過程以及競爭優勢的建立策略。O牌公司通過不斷的市場觀察和敏感度，成功地引進新技術與材料，提供更具時尚感和機能性的產品，在激烈的運動休閒服飾市場建立堅實地位並脫穎而出。
我們分析了企業創新、市場驅動創新和競爭優勢創新的相關理論框架，在文獻回顧部分補充研究的理論基礎，從而理解O牌公司的成功實踐。其次在個案研究分析中，我們追溯了O牌公司的歷史發展。從歷史回顧、當前狀況分析和未來展望三個方面探討個案與創新理論的鏈結。結果表明，O牌公司的持續創新、對市場的敏感度、競爭優勢領先是其取得成功的主要因素。
關鍵詞:企業創新，市場驅動創新，競爭優勢創新

This study aims to delve into the practical operations of brand O sports and leisure apparel company in terms of market-driven and competitive advantage innovation, and to analyze the key factors of innovation contributing to its success. The research methodology integrates industry self-reports, literature review, and time frame analysis to explore brand O's perception of market changes, innovation decision-making processes, and strategies for establishing competitive advantage. By continuously monitoring the market and being highly responsive, brand O has successfully introduced new technologies and materials, offering more fashionable and functional products, and has established a solid position in the highly competitive sports and leisure apparel market.
We analyzed the theoretical frameworks related to corporate innovation, market-driven innovation, and competitive advantage innovation, supplementing the theoretical foundation of the study in the literature review section to understand brand O's successful practices. In the case study analysis, we traced the historical development of brand O. Through historical review, current status analysis, and future prospects, we explored the connection between the case and innovation theories. The results indicate that brand O's continuous innovation, market sensitivity, and leading competitive advantage are the main factors contributing to its success.
keywords: Corporate Innovation, Market-Driven Innovation, Competitive Advantage Innovation

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