小型室內設計公司之經營管理：行銷觀點

The business management of small scale interior design company:the perspective of marketing

劉光博(Kuang-Po Liu)

指導教授 ： 黃慶輝

中原大學/設計學院/室內設計研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400630

摘要

一個偶然的機會引發研究小型室內設計公司生存的有效方法，目的在探討小型室內設計公司如何永續經營；解析小型室內設計公司如何以藍海策略、設計能力、工程品質提升方式增加業務量並改善行銷利潤。當台灣產業面臨適者生存競爭的嚴厲挑戰時，小型室內設計公司要如何因應，本研究希望協助小型室內設計公司業務持續茁壯的有效參考。本研究以訪談的方式獲取受訪者的寶貴經驗並參考有關文獻，以經營管理、業務行銷、設計能力、工程品質等四項進行分析，發現永續經營的有效方法需建立良好口碑、勤奮工作、提升品質、經營心態須如履薄冰的付出較容易生存，藍海策略方面，信譽將成為小型室內設計公司的金字招牌，而削價競爭是獲得業務量的殺手鐧，提升設計能力，滿足客戶需求，以專利法保障公司利益；未來音響設計、智慧燈光設計、太陽能節能設計市場將被看好。對於學界建議：加強人際溝通、談判技巧、會計概念、、室內電學等，未來有其前瞻性需求。對產業界而言，小型室內設計公司永續經營的秘訣是勤儉二字，利用建教合作，培植室內設計人才，提升國家競爭力。以上研究貢獻為希望幫助小型室內設計公司藉此更具生命力，迎接未來的挑戰勝利成功。

關鍵字

設計能力 ； 設計與施工 ； 室內設計 ； 工程品質

並列摘要

A project subject to research on an effective way of survival for a small interior design company was initiated on an occasional opportunity.The purpose was to investigate on sustaining of a small interior design company, analyzing how to increase sales revenue and profit by using methods like blue ocean strategy, design capability and build quality improvement. As the industry of Taiwan facing severe competition challenges falls into survival of the fittest, How can a small size design company to confront with, wish the result of this research will be an effective reference to assist small interior design companies business continued to thrive.This research collects data form the interviewee's precious experience and referencing to related literature, By studying and analyzing these data on the following four categories: Management, Marketing, Design and Quality. There are findings of effective ways on sustainable operation, such as to establish good reputation, to work diligently, to enhance quality, the mentality of running the business should be devoted like treading on thin ice. All these are lead to better survival.The blue ocean strategies are, to build the reputation that become a prestige brand for small interior design companies, to compete by discount is killer weapon to acquire sales, upgrade design capability, to meet customer's demand, to protect company's interests by patents, the design of futuristic Hi-Fi equipments, smart lighting, solar energy saving are marketable. Advice to academia: strengthen on relationships, negotiation, accounting, communication, house electricity etc, do have their prospective requirements.As for the industry, diligent and thrifty are the secret recipe to sustaining a small interior design company, utilize work-study program, raise interior design professionals and thus enhance national competitiveness.Above research, wish to contribute to small interior design companies, to help them to be more vigorous, to success and win the future challenges.

並列關鍵字

design and construction ； design capability ； interior design ； build quality

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