家具產業藍海策略之研究-以C藝術家具公司為例

近20年來國際家具品牌陸續進駐台灣，而台灣傳統家具業者經營形態與商品同質性過高，加上彼此削價促銷，使得生存空間備受威脅，因此家具產業需要利用各種不同策略以求生存。Kim與Mauborgne教授提出「藍海策略」理論，來幫助企業放眼未來還不存在的服務與產品，開拓新顧客。因此本研究挑選有60年歷史的C藝術家具為例，探討個案公司如何應用藍海策略來開拓新市場，脫離紅海競爭。過去的藍海策略研究，只強調開拓新市場，沒有提到舊客戶是否支持，本研究認為競爭激烈的市場中生存，除了開拓新顧客外，也要避免在推行新策略時導致舊顧客的離去，因此與顧客的關係品質就非常重要。所以本研究在檢視個案公司藍海策略時，同時也調查舊顧客是否也支持與認同公司的策略方向。本研究採取質性與量化並行進行研究，首先，透過個案研究法來檢視，發現藍海策略所提及之四項行動架構及策略草圖兩種工具，幫個案公司找出與對手在各競爭因素上的差別，並分析何種因素需要改變，建立出新的價值曲線。在藍海策略擬定之步驟上，則幫助個案公司看見未來發展趨勢，助於未來中長期計畫的策略擬定。在質性研究方面，本研究針對個案公司顧客發放問卷，根據研究結果，與顧客的「關係品質」好壞，會影響顧客的「顧客忠誠度」，也會影響到顧客對於公司藍海策略認同度。因此必須長期累積顧客對公司的信任、承諾和滿意，如此才能有效降低顧客的離去傾向，使顧客與企業間的關係連結更加緊密。未來開拓新市場、推行新策略時，依然可獲得舊客戶的支持

關鍵字

關係品質；顧客忠誠度；藍海策略

並列摘要

Over the past 20 years, there hadbeen a lot more international furniture brand companies settling into Taiwan. Taiwan's traditional furniture industry and commodity management werefairly high in homogeneity, plus the price-cutting promotions, that madetheir business threatened in a way, so traditional furniture industry needed to find a variety of ways in order to survive.Professor Kim and Mauborgne brought up the "Blue Ocean Strategy" theory helpingthe companies to see the potential of undiscovered services and products and attractnew customers. Therefore, this report selected C art furniture which had been over 60 years of experiences as an example to investigate this case and showedhow to effectively use the Blue Ocean strategy to develop new marketing areas and competitions from the Red Sea. In the past, the Blue Ocean Strategy only focused and emphasizedon the new markets, it didn't really mention about whether if the old customers would support this strategy or not. This study suggested that during thesurvival in competitive market, we had to avoid causing the possibilities of departure for the old customers in the implementation of the new policyrather than focusing on developing new customers. The relationship quality between the companies and the customers were very important, and it also showed the investigation whether the old customerswould support the company's direction for this strategy. This study used quantitative research and qualitative research method; through case study we examined two tools from the Blue Ocean Strategy. One was the four draft framework and the other one was the strategy canvas. These could help companies to find out the difference competitive factors in each opponent, and analyzed which factors need to be changed, in the end established a new value curve. At the step when framing the Blue Ocean Strategy, we could help the companies to see the future trends and developed future long-term strategy plan. In qualitative research, our study sent out questionnaires according to case company customers. According to the results, a relationship quality of good and bad customers would affect customer loyalty, and would also affect customer acceptance for the Blue Ocean Strategy. We must accumulate customer confidence, commitment and satisfaction in the long-term companies in order to effectively reduce the tendency of leaving. Finally we could closer the relationship between enterprises and customers, in the future, when we opened new markets and implementing new policies, we could still get the supports from the old customers.