探討台灣裝修產業競爭策略之研究

台灣裝修產業複競爭激烈且存活率相當的低。本研究以Porter理論中之策略群組及定位之概念探討台灣裝修產業之產業競爭現況，並以達晋成室內裝修公司為個案企業，透過探討其策略定位，策略手段與價值鏈內容來檢討該產業之策略發展依據。經過實證後我們發現在的產業環境中，適當調整策略定位，低成本與差異化策略的並用，策略定位、一般策略以及價值鏈之高度適合關係等條件是企業應付競爭之重要策略依據。

關鍵字

台灣裝修產業；策略群組分析；一般策略；價值鏈

並列摘要

The interior design industry in Taiwan is competitive and the survival rate is extremely low. This research applies the concepts of strategic group and positioning from the Porter theory to discuss the current competition situation of Taiwanese interior design industry; in addition, uses the Da Jin Chen Interior Design as an analysis case. The discussion applies strategic positioning, strategies, and the value chain to develop the foundations as a basis to inspect the industry. The empirical studies shows that by implementing appropriate strategic positioning, cost leadership, and differentiation methods in the field, the high correlations and conditions between strategic positioning, generic strategies, and value chain are essential strategic foundations for enterprises to cope with external competition.