- 學位論文
室內設計與裝修公司經營現況與精進策略之探討：以個案公司為例
Analysis of The Current Operating Conditions of Interior Design and Decoration Companies and A Discussion on Their Improvement Strategies-Take Company as An Example
摘要
室內設計與裝修產業的公司，無論大小，都是為滿足客戶需求和創造客戶價值而存在。企業應找出自己的核心競爭力，並透過SWOT 分析與五力分析提升價值鏈效率。在台灣，設計公司的業務集中在設計與工程方面，工程的獲利空間較大，因此提高價值鏈效率和在工程方面創造附加價值是設計公司未來發展的重要策略。對於大型公司，豐富的資源和整合能力是其競爭優勢，可以更容易獲得高價值的項目，為客戶提供全面的服務。設計公司需要在設計與工程之間取得平衡點，提高設計的附加價值、創新和技術，以增加競爭力。整體而言，室內設計與裝修產業的競爭力與公司的規模、設計能力、技術創新、整合能力、資源優勢等因素有關。 以企業界常用的BCG 矩陣分析個案公司產品擬定營運策略建議如下： 1.持續投資拓展與增加行銷經費，並以成長型策略的產品包含：建商新建案-大樓，老屋翻新-大樓（屋齡介於20-30 年）與老屋翻新-透天（屋齡介於20-30 年）。 2.採取維持型策略的產品為建商新建案-透天、個人自地自建-透天與商用辦公室-大樓，以維持現有接單量為目標，不主動積極投注資金拓展行銷。 3.採取收穫型策略的產品為老屋翻新-透天（屋齡大於30 年），以不主動接案為目標。 以企業界常用的SWOT 分析與五力分析以及TOWS 分析後，研擬個案公司未來經營與發展策略，需著重以下趨勢： 1.ESG 制度：進行碳盤查、教育及認證，成為業界標竿。 2.技術門檻：定期教育訓練，鎖定高價值目標客戶。 3.稻盛管理哲學：提升員工身心靈，建構大家庭主義。 4.長期合作契約：提升品質及穩定性。 5.合理收費與參與式設計：避免同業衝動式行銷及價格破壞。 6.參與式設計：傾聽客戶需求及溝通，安撫情緒化業主。 7.永續經營：建構符合ESG 的制度。 8.阿米巴核算機制：細分成本、透明財務及獎惩機制。 9.確立行銷目標與加強力道：目標老屋翻新的市場，並加強綠裝修行銷力道。以自媒體行銷策略，參加iF DESIGN AWARD 等設計獎項，墊高公司品牌價值，擴展新客源。 10.成本管理系統：建立材料及五金的成本管理系統。 11.品質系統認證：流程標準化，減少情緒話術及不善拒絕客戶的影響。 12.善用新科技：利用生成式AI 技術繪圖，減少時間成本。
並列摘要
Interior design and renovation companies, regardless of their size, exist to meet customer needs and create customer value. Enterprises should identify their core competencies and improve value chain efficiency through SWOT analysis. In Taiwan, design companies focus on design and engineering, where engineering has greater profit margins. Therefore, improving value chain efficiency and creating added value in engineering is an important strategy for the future development of design companies. For large companies, rich resources and integration capabilities are their competitive advantages, which can more easily obtain high-value projects and provide comprehensive services to customers. Design companies need to strike a balance between design and engineering, and enhance the added value, innovation, and technology of design to increase competitiveness. Overall, the competitiveness of the interior design and renovation industry is related to factors such as company size, design ability, technological innovation, integration capability, and resource advantages. The following is a recommendation for operational strategy for the case company's products based on BCG matrix analysis: Continue to invest in expanding and increasing marketing budget, and focus on products with a growth strategy, including: new building projects for developers - high-rise buildings, renovation of old buildings - high-rise buildings （The house is between 20 to 30 years）, and renovation of old buildings - detached houses （The house is between 20 to 30 years）. Products adopting a maintenance strategy are new building projects for developers – detached houses, self-built detached houses, and commercial office buildings, with the goal of maintaining current order volume and not actively investing funds to expand marketing. The products adopting a harvest strategy are renovation of old buildings - detached houses （The age of the house is over 30 years）, with the goal of not actively taking on new projects.To develop future business and development strategies for the case company, the following trends should be emphasized: ESG system: Conduct carbon audits, education, and certification to become an industry benchmark. Technical threshold: Regular education and training to target high-value customers. Inamori Management Philosophy: Improve employee physical and mental well-being and build a big family culture. Long-term cooperation contracts: Improve quality and stability. Reasonable fees and participatory design: Avoid impulsive marketing and price destruction by competitors. Participatory design: Listen to customer needs and communicate to appease emotional owners. Sustainable management: Build ESG-compliant systems. Ameba accounting mechanism: Subdivide costs, transparent finance, and incentive and penalty mechanisms. Establish marketing goals and increase efforts: target the market for old house renovation and strengthen marketing efforts for green renovation. Using self-media marketing strategies, participating in design awards such as iF DESIGN AWARD to enhance the company's brand value and expand new customer sources. Cost management system: Establish a cost management system for materials and hardware. Quality system certification: Standardize processes, reduce emotional rhetoric, and the impact of poor customer refusal. Make good use of new technology: Use generative AI technology for drawing to reduce time costs.