廚具產業商業模式之創新

Business Model Innovation for Kitchenware Industry

黃煜庭(Yu-Ting Huang) ； 賈凱傑(Kai-Chieh Chia)

《科際整合管理研討會》 2015第18屆 (2015/06) Pp. 442-461

https://doi.org/10.6495/CIMBM.2015.031

摘要

市場的需求來自顧客，如果不了解目標客群，提供服務或生產產品又有何意義？大多數的公司常只會注重與企業本身相關的創新，卻忽略了最根本的市場需求。臺灣廚具業目前競爭激烈，本研究欲透過文獻探討以及深度訪談，找出臺灣廚具產業的問題點以及尚未被滿足之客群，探索臺灣廚具產業的發展趨勢，並針對尚未被滿足的客群，發展創新的商業模式。目前臺灣廚具業者所提供的服務同質性高，目標市場也雷同，廚具業者只專注於20%的金字塔頂端市場，造成廚具業者在有限的市場中激烈競爭。然而，若回歸到消費者的需求以及觀察整體廚具市場的發展，本研究發現介於流通量販家居產業（如IKEA）與現行廚具產業所提供的產品服務類型之間，尚有未被滿足的客群。業者如能在80%潛力市場中尋找區隔市場的企業定位，不僅能避免陷入同業間的白熱化競爭，亦能提升自身競爭力。針對需求尚未被滿足之客群，透過商業模式創新或開創新事業方式，發展廚房DIY設計體驗之商業模式。

關鍵字

臺灣廚具產業 ； 商業模式創新

並列摘要

Market demand is originated from humanity. Most companies will focus themselves on the business innovation, but ignore the most fundamental market demand. Intense competition on the kitchenware industry in the current situation, I want to analyze this study through literature review and in-depth interview's content to find out the unsatisfied customer demand. At present, Taiwan kitchenware companies focus on the same target market that at top 20% of consumer. However, if we observe the whole kitchen market, it is not difficult to find there is an unmet market between wholesale home companies (such as IKEA)and current kitchenware. Thus, the study develop innovative business model which can design kitchen by yourself.

並列關鍵字

Taiwan Kitchenware Industry ； Business Model Innovation