- 學位論文
台灣客製化家具競爭策略研究-以A公司為例
A Study of Competitive Strategy of Customized Furniture Industry in Taiwan- An example of A Company
摘要
隨著人們消費理念的轉變，消費者在購買家具的時候呈現出個性化和多樣化的需求。傳統的成品家具已經無法滿足消費者的需求，而訂製家具恰好可以滿足需求。現在的家具業者必須與時俱進，不再能僅以標準產品開拓市場需求，應轉往客製化、個性化的產品。如何尋找市場利基、推出差異化的商品和服務，為企業面臨的首要課題。 本研究以SWOT分析及PEST分析，探討A公司客製化家具競爭策略。檢視A公司所處環境之SWOT分析，雖有相對的優勢及環境上的機會，但是台灣的業者仍面臨自己內部的劣勢，如技術的限制及人力價格的考量，僅能賺取微薄的利潤，且常常面臨消費者不滿意的狀況，對於產業內的專注投資便顯得不夠。再者，中國大陸的快速竄起，也壓縮了台灣業者的生存空間。 經由對A公司進行PEST分析，得到以下三個關鍵成功因素： 一、產品品質佳（核心能力）：業者認為永續經營策略必須具備方向感、探索感及使命感，在公司未來發展上將核心製造技術運用在客製化家居和客製化家具上，創造屬於自己的道路。 二、客製化家具、客製化服務（因應市場環境變遷）：客製化訂製家具具有符合顧客需求及成本考量的特點。 三、員工在職訓練（人力資源）：招募員工時，需要具備熱愛家具、要有設計的基礎及擅長人際關係，服務態度親切等特點。 經由以上策略分析，本研究提出以下四項可行的策略： 一、了解客戶需求與差異。 二、品牌形象的銷售。 三、台灣產品形象新定位。 四、綠色設計趨勢。
並列摘要
With the change of people's consumption concept, consumers present personalized and diversified demands when buying furniture. Traditional finished furniture can no longer meet the needs of consumers, and custom-made furniture just meets the demand. Today's furniture industry must keep pace with the times, and can no longer develop market demands with only standard products, and should switch to customized and personalized products. How to find market niche and launch differentiated products and services is the primary issue facing enterprises. This study uses SWOT analysis and PEST analysis to discuss the competitive strategy of company A's customized furniture. Examining the SWOT analysis of Company A's environment, although there are relative advantages and environmental opportunities, Taiwanese companies still face their own internal disadvantages, such as technical limitations and human price considerations, which can only earn meager profits. And often faced with consumer dissatisfaction, it is not enough to focus on investment in the industry. Furthermore, the rapid rise of mainland China has also compressed the living space of Taiwanese companies. Through PEST analysis of Company A, the following three key success factors were obtained: 1. Good product quality (core competence): The industry believes that a sustainable business strategy must have a sense of direction, exploration, and mission. In the future development of the company, the core manufacturing technology will be applied to customized home furnishing and customized furniture to create Be your own way. 2. Customized furniture and customized services (in response to changes in market environment): Customized and customized furniture has the characteristics of meeting customer needs and cost considerations. 3. On-the-job training of employees (human resources): When recruiting employees, you need to have the characteristics of loving furniture, having a design foundation, good at interpersonal relationships, and friendly service attitude. Through the above strategy analysis, this study proposes the following four feasible strategies: 1. Understand better of customer needs and differences. 2. Sales of brand image. 3. New positioning of Taiwan's product image. 4. Trend of green design.