臺灣家具實體通路與設計策略

Physical Channel of Taiwanese Furniture and Design Strategy

林于倩(Yu-Chien Lin)

指導教授 ： 陳殿禮

共同指導教授 ： 張若菡

國立臺北科技大學/設計學院/創新設計研究所/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00565

摘要

本研究旨在探討台灣家具實體通路演變發展，並依消費者特性、通路訂定設計策略；針對通路相關從業人員進行訪談，整理出七種形式的實體通路與家具風格，再依此進行通路與產品偏好的問卷調查，統計分析出消費者生活型態與族群，進而解析其產品偏好。研究結果如下：
1. 臺灣的家具實體通路可分為七種型式：自營家具店、品牌專門店、進口代理、百貨通路、賣場式、家具街、家具館/中心。
2. 根據問卷調查結果統計分析，家具消費者生活型態可分為：守分樸實型、進取品味型、外向務實型、內斂理性型、中庸隨興型、外向享樂型等六類。
3. 各族群對不同通路與產品之偏好：(1)守分樸實型選擇綜合家居賣場與自營家具店為主，材質方面喜好木製、皮製，購買家具注重實用功能、耐用程度，較不注重品牌與流行性。(2)進取品味型選擇綜合家居賣場、品牌專門店，色彩明亮程度為中間色與亮色系，喜好木製、皮製、自然材質為主，注重實用功能、外觀，不注重流行性。(3)外向務實型選擇綜合家居賣場為主，材質以木製、皮製、金屬為偏好，較不重視產地。(4)內斂理性型選擇綜合家居賣場、自營家具店居多，材質喜好木製、皮製，顏色以大地色系與無彩色系為主，注重耐用程度、實用功能，不注重品牌。(5)中庸隨興型以綜合家居賣場為多，材質喜好木製、自然材質，注重家具外觀、實用功能及耐用程度。(6)外向享樂型選擇綜合家居賣場、品牌專門店，喜愛大地色系、無彩色系，明亮程度偏好中間色、暗色系，材質喜好以木製、皮製、異材質混搭為主，購買家具注重耐用程度。
4. 通路綜合分析：自營家具店未來可加強產品資訊與產品種類等方面；品牌專門店可針對月收入4-5萬元及6萬元兩不同族群分別推出不同層次的產品選擇；進口代理則建議思考引進中低價位的品牌，以顧全其他消費族群的需求；百貨專櫃可透過電子3C產品加強展示家具產品的種類，補足展示空間過小的缺點；自營家具賣場可考慮拓展其他收入較低消費者的市場；家具街須加強整體規劃與發展，以團體力量與其他通路競爭；家具館/中心因競爭激烈，建議引進的品牌可與其他通路做區隔，顯示其差異化。

關鍵字

家具通路 ； 家具風格 ； 生活型態 ； 設計策略

並列摘要

This study aims to investigate the evolution and development of the physical Furniture channel in Taiwan, and formulate design-strategy according to consumer characteristics and channel. There are seven forms of physical channel and several furniture styles which is sorted from the interview of the employees from furniture channel. By collecting questionnaires from customers about their preferences of channel and products, and analyzing their lifestyle, we are able to understand their product preferences so as to summarized the design strategy. The results are as follows:
1. Physical channel of Taiwan Furniture can be sorted into seven types: Self-Operated Furniture Store, Brand Furniture Store, Import Agency, Department Counter, Hypermarket, Furniture Street, Furniture Center.
2. According to the questionare survey, the lifestyle of customer can be divided into: Simple and Honest, Aggressive and Tasteful, Outgoing and Pragmatic, Rational and Humble, Neutral and Casual, Outgoing and Hedonistic.
3. Different groups’ preferences to channels and products: (1) Simple and Honest type select home living Hypermarkets and Self-Operated Furniture Store. They prefer wood and leather, and focus on functionality and durability when purchasing furniture. They do not pay attention to the brand and fashion. (2) Aggressive and Tasteful type select home living Hypermarkets, Brand Furniture Stores, they prefer mid tone and highlight tone. They focus on functionality and appearance, do not pay attention to the fashion. (3) Outgoing and Pragmatic type prefer wood, leather, metal, and do not emphasize origin. (4) Rational and Humble type choose Home Living Hypermarket, Self-Operated Furniture Store. They like earth tone, achromatic colors and focus on durability, functionality. Do not pay attention to the brand. (5) Neutral and Casual type like wood, natural materials, attention to appearance, functionality, durability. (6) Outgoing and Hedonistic type select Home Living Hypermarket, Brand Furniture Stores. They like earth tones, achromatic colors, mid tone and dark tone. They prefer wood, leather, mix different materials, and mainly focus on the durability.
4. Comprehensive analysis of furniture channels: Self-Operated Furniture Store can offer more product information and develop more product categories; Brand Furniture Store can introduce different levels of product selection in order to satisfy different monthly income groups; Import Agency can be suggested to import middle and low-priced brand to show consideration for other consumer groups demand; Department Counter can show more product categories through electronic 3C Products so as to resolve the shortage of small exhibition space; Self-Operated Furniture Hypermarkrt can consider expanding the market of lower income consumer; Furniture Street must strengthen the overall planning and development in order to fight against other furniture channel; Furniture Center can import characteristic brand and be segregated from other channels to show its differentiation due to intense competition.

並列關鍵字

Furniture Channel ； Furniture style ； Life style ； Design strategy

參考文獻

1. 王麗卿，聶志高，2004，地方性要素對臺灣光復後木製家具產業形態的影響，中華民國設計學會，設計學報，第九卷，2004年12月冬季號，pp.107-126。

2. 廖國鋒、溫淑雲(2011)通路多重特性對消費者知覺與購買意願影響關係之研究。紡織綜合研究期刊, 第二十一卷 第三期,pp.56-70

5. 林豐瑞、黃珮婷(2007.12)，“都市休閒農業區網路行銷滿意度影響因素之研究-以小港休閒農業區為例”，「行銷評論」，第4卷，第4期冬季，pp.505-532。

8. 張文智、林靜旻(2000)。比較生活型態變數與人口統計變數對產品設計策略制訂之影響-以行動電話為例。設計學報，卷5，期2 ，pp.35-51。

4. 陳文麗(2003)。空間印象、生活型態與忠誠度關係之研究：以星巴克為例，私立中原大學室內設計學系，碩士班論文。