住宅室內裝修產業之競爭力分析

Competitive Analysis of Housing Refurbishment Industry

曾國維(Kuo-Wei Tseng)

《設計研究學報》 5期 (2012/07) Pp. 119-134

https://doi.org/10.29701/JDR.201207.0010

摘要

本研究以「產業經濟學」及「競爭策略」之理論基礎為架構，採用工商普查資料彙整分析及廠商訪談之研究方法，針對住宅室內裝修產業之產業現況、產業特性以及產業競爭力進行分析。本研究之主要目的在於剖析我國住宅室內裝修產業之產業環境與競爭特性。首先，描述國內住宅室內裝修產業之現況，了解其供應體系、廠商經營模式與產業經濟概況。其次，本研究發現國內住宅室內裝修產業具有「壟斷性競爭市場」之特徵以及「零散產業」之特性：產業中廠商數量眾多、缺乏領導廠商；室內裝修廠商之產品具有差異性；產業之進入障礙低，新進廠商進入容易。此外，競爭五力分析之結果則顯示：對於典型廠商而言，既有廠商及新進廠商的威脅程度為強度；客戶的議價能力較高、威脅程度為中至強度；所幸供應商的議價能力較低、威脅程度為弱至中度；最後，在五力之競爭作用下，住宅室內裝修產業之整體獲利具挑戰與競爭性，只要善用經營策略仍有利可圖。

關鍵字

室內裝修產業 ； 市場結構 ； 產業競爭力分析 ； 競爭策略

並列摘要

This research employs two research methods to reveal the external environment and competitive nature of the housing refurbishment industry. One is to retrieve related data from the ”2001 Census of Construction Industry” and to perform descriptive statistical analyses. The other is to conduct interviews with refurbishment firms and to perform qualitative analysis on interview data. The first objective of this research is to investigate the status quo of housing refurbishment industry. The second one is to measure the market structure of the industry and to investigate the character of this industry. The third one is to conduct a five-forces industry analysis. At the last, this study is shown that the profit of this industry is challengeable and competitive, it also can have a good prospect as long as to make an idea competitive strategy.

並列關鍵字

housing refurbishment industry ； market structure ； competitive analysis ； competitive strategy

參考文獻

Baker, K., Collins, J.M. and Hopf, A. (1998) Development of an indicator for the homeowner improvement and repairs market. Working paper W98-6, Joint Center for Housing Studies, Harvard University.

Belsky, E.S., Calabria, M.A., and Nucci, A.R. (2001) Survivorship and growth in the residential remodeling industry: evidence from the Census of Construction. Working paper W01-5, Joint Center for Housing Studies, Harvard University.

Chamberlin, E.H. (1933) The Theory of Monopolistic Competition. Cambridge, MA, Harvard University Press.

Department of the Environment (1994) Housing and Construction Statistics 1983-93. HMSO, London

Besanko, D.,Dranove, D.,Shanley, M.,Schaefer, S.(2004).Economics of Strategy.New York:John Wiley & Sons.