營造業者的利基市場及經營模式分析

台灣的營造產業競爭激烈且面臨多種經營困境，但卻有不少業者生存發展的不錯且獲利良好，若能瞭解其經營模式與發展策略，及此與市場環境間的關聯性，應有助於業界及學界之參考。業者必須瞭解市場的競爭狀況及本身的優勢所在，進而發展經營策略以創造競爭優勢，站穩其所存在的利基市場，才能永續經營及創造最佳利潤。本研究針對中、南部的七家中小型營造業者進行訪談，將訪談結果進行整理及分析，以探討這些營造業者是否都有其利基市場？及如何創造競爭優勢。研究結果證實：（1）營造業確實存有相當多元的利基市場，也都有具有利基優勢的廠商；（2）所有個案公司基於品質及良好的專業服務原則，皆非常重視新技術及觀念的創新；（3）雖各有其工程承攬策略與獲利的原則，但皆致力於嚴格控制發包之成本及有效的人員與工程管理；（4）雖然大環境的市場中存在有競爭壓力與困境，但只要瞭解本身的優勢及選擇合適的利基市場，還是能有效經營及穩定獲利。

關鍵字

營造業；利基市場；經營策略；競爭優勢；利基優勢

並列摘要

In Taiwan, construction industry is highly competitive and faces a number of operating challenges, but many companies are still operating well and making good profits. If we can understand their business models, development strategies, and relationship with the market, it will be an invaluable reference for the industry and academia. The industry must understand the competition conditions of the market and their own advantages. Then they can develop business strategies to create a competitive advantage and gain a firm foothold in the niche market, thus sustainably operate and maximize profits. This study conducted interviews with seven small and medium construction enterprises in the southern central region. The interview data were sorted and analyzed to investigate whether these construction companies have their own niche markets? And how to create a competitive advantage. The results indicate that: (1) The construction industry is indeed a diversified niche market, and there are many manufacturers with their own niche advantages; (2) All the companies in the case study are based on the good quality and professional services, and attach great importance to new technologies and conceptual innovation; (3) Although each has its own contracting and profit-making strategy, they are all committed to strictly controlling the cost of contracting, and effective personnel and project management; (4) Despite of competitive pressure in the market environment, companies can still operate effectively and make consistent profits as long as they understand their own advantages and choose a suitable niche market.