棺木在台灣銷售模式分析與發展之探討

我國人口老化帶來的不只是勞動力的疲弱，死亡率也是連年攀升，而隨著殯葬服務的需求市場擴大，新業者的加入與產業削價競爭的情形，使殯葬產業深陷水生火熱，身為喪禮重要一環的棺木，其銷售也不可避免地深受產業影響。然而，目前有棺木製造商在國外成功地發展出新的銷售模式，但在台灣是否能夠適用，或者能否激盪出其他的銷售模式，是本研究探討之主軸。本研究透過個人訪談法，分別訪問供應鏈中各階層業者與消費者，探討目前產業現況與現有銷售模式，以及消費者之認知與在其他通路購買棺木之意願，最後再針對棺木製造商提出銷售模式發展之建議。研究結果顯示，單單販售棺木是無法滿足消費者之需求的，棺木製造商應成立一家新公司，於其他通路配合「簡葬」之概念推銷簡葬方案，且於大型量販店或網路等通路，同時推廣品牌形象與提升消費者對產業與產品之認知。除此之外，業者也可以朝寵物棺木的方向發展，在不同通路無論是單賣寵物棺木或推出寵物簡葬方案，都可以藉此增加服務業務。

關鍵字

殯葬業；棺木製造業；銷售模式

並列摘要

Aging problem in Taiwan not only caused weaker labor force, but also raised the mortality rate. An increase in the number of death stimulates the demand of the funeral service, at the same time, there are more suppliers entering the market which makes the environment competitive. Therefore, new strategy and sales model become extremely important to business. With the case that other abroad coffin producers set up a new business model successfully, this research mainly focus on whether this new business model could be applied in Taiwan, or if there’s any other business opportunity for the coffin suppliers. By interviewing both of the supplier and the consumer, we’re eager to know more about the funeral industry and the factors that will affect consumer’s decision. At the end, providing the supplier with some business advices. The result indicates that the supplier should set up a new company providing a package instead of selling a product at retail store or on internet. Meanwhile, business can providing the package to not only human but also their pets in other channels to increase the sales and extent the business.