台灣中高階居家用品代理商策略轉型升級之探討:以 F 個案公司為例

自 2020 年全球新冠疫情危機發生以來，全球經濟就長期地處於緩慢的復甦期，國際貿易成長趨緩，近年來全球貿易額的增速基本都相當低，在全球經濟發展趨緩的情況下，台灣中高階居家用品進口代理商進入中低速成長的階段。同時，對於台灣中高階居家用品進口代理商而言，在內需不振的背景下，如何做好企業之策略轉型升級，挖掘市場潛力，提升企業未來發展的潛力尤為重要。本研究首先分析了台灣中高階居家用品進口代理商策略轉型升級的重要性；然後分析了 F 個案公司目前策略轉型升級所面臨的困境；最後提出了 F 個案公司現在做策略轉型升級的策略與建議。本研究針對 F 個案公司目前所面臨問題加以分析，並開展深入的企業策略轉型升級之研究。本研究以 F 個案公司為研究對象，聚焦於 F 個案公司策略轉型方面的現況及現在所面臨的困難，為 F 個案公司確立了目前符合其本身特色的策略轉型升級由一般傳統中高階居家用品進口代理商的進口模式，向 O 2O 線上線下電商策略轉型，為其確定了業務面及採購面的垂直擴張整體性策略轉型，制定了目前開展電商自營平臺，和穩步地延伸過去既有業務的策略轉型案例。最後，本研究詳細地闡述了執行目前策略轉型的執行案例。

關鍵字

策略轉型；居家用品；進口代理商；線上線下O2O行銷；網路行銷；商業模式

並列摘要

Since the outbreak of the global new crown epidemic crisis in 2020, the global economy has been in a slow recovery period for a long time, and the growth of international trade has slowed down. In the recent years, the growth rate of global trade volume has been quite low basically. In the case of slowing global economic development, the mid-to-high-end household goods import agents in Taiwan have entered a stage of mid-to-low growth. At the same time, for the mid-to-high-end household goods import agents in Taiwan, it is particularly important to do a good job in the strategic transformation and upgrading of the company, tap the market potential, and enhance the potential of the company's future development under the background of sluggish domestic demand. This research analyzes the importance of the strategic transformation and upgrading of the mid- and high-end household goods import agents in Taiwan first; then analyzes the difficulties faced by the current strategic transformation and upgrading of the F case company; puts forward the current strategies of the F case company and recommendations for strategic transformation and upgrading finally. This research analyzes the current problems faced by the F case company and conducts in-depth research on the transformation and upgrading of the corporate strategies. This research takes F Case Company as the research object, focuses on the current situation of F Case Company’s strategic transformation and the difficulties it is facing, and establishes the current strategy transformation and upgrading of the F Case Company in line with its own characteristics: from general traditional mid- to high-end household products. The import model of import agents has transformed into an O2O online and offline e-commerce strategy. It has determined the overall strategic transformation of the vertical integration of business and procurement, and formulated the current e-commerce self-operated platform, and extended the past steadily. There are cases of the business strategy transformation. this study elaborated on the implementation case of the current strategic transformation Finally.