兩岸家飾用品產業經營策略之探討 -以H公司為例

家飾用品產業，隨著消費者對生活素質提升的需求而蓬勃發展，也因為一片看好，市場競爭者眾，市場的積極拓展是投入企業的當務之急，前進大陸是台灣經營者的首選。然而，台灣與大陸所處的產業環境不盡相同，加上資源各方面的差異，在經營上有很大的相異性，在可預見的商機底下也隱藏著很多潛在經營風險。本研究以目前兩岸設有家飾用品零售店的H公司為研究對象，以質性研究方法，邀請六位線上地區營運主管及行銷主管進行訪談，依據訪談資料及經營現況，透過「產業五力分析」進行個案公司在產業中的競爭態勢分析，再運用「SWOT」手法探討個案公司在企業經營上內部的優勢與劣勢及外部環境的機會與威脅，並進行策略配對，為個案企業找出適合的策略走向。本研究對於家飾用品產業的經營者提出四項建議，分別是： 1.建立鮮明優質的品牌形象 2.發展差異性的商品組合及服務配套 3.建構資訊分析體系 4.落實CRM 對於H-TW及H-CN分別提出十個策略方向及六項建議，供個案公司參考，期望對實務經營有所貢獻。

關鍵字

家飾用品；產業週期；五力分析； SWOT分析

並列摘要

House Decoration and Accessories Industries is growingly prosperous following the demand of consumer for quality life. With the booming prospect, competitors are also growing. Active exploration of market is the immediate needs of players in this industries, and among many options, Mainland China market is top of the options for Taiwan firms in this industry. Yet, since there are still differences in industrial environment between Taiwan and Mainland China and there are differences also in resources, so the operation concept and practices are not quite the same. It is foreseeable that with the vigorous business opportunities, operation and management risks are not the last to consider. In this research, we picked Company H as our object of research. It is a company involved in retailing of house decoration and accessories at both side of Taiwan Strait. The research is undergoing in qualitative study and 6 current regional operation executives and marketing executives are invited for interview. The materials obtained from the interviews and the current operation situations are analyzed as Industry 5-Force analysis of the case for the competition within the industry. SWOT approach was then employed to explore the internal strength, weakness, external opportunities and threats of the company in business operation. A strategic pairing was conducted to search for the case an appropriate strategic direction. After completing the research, we proposed 4 suggestions to the business operators of House Decoration and Accessories. They are: 1.Building clear and quality brand image, 2.Developing differentiated merchandise combination and service package 3.Building an information analysis system 4.Ensure the operation of CRM. For H-TW and H-CN, we proposed 10 strategic directions and 6 suggestions respectively for the reference of the targeted company which we believe will serve something good to the practical operation of the company.