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國際傢俱連鎖業對台灣傢俱零售業生產與銷售之影響-以大高雄地區為例 = E...

國立高雄大學高階經營管理碩士在職專班(EMBA)

國際傢俱連鎖業對台灣傢俱零售業生產與銷售之影響-以大高雄地區為例 = Effects of Production and Sales on Local Furniture Retailers from International Furniture Chain Stores: The Case of Greater Kaohsiung Area

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Effects of Production and Sales on Local Furniture Retailers from International Furniture Chain Stores: The Case of Greater Kaohsiung Area
作者:	陳文松,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	88面圖，表 : 30公分;
標題:	傢俱零售產業
標題:	Furniture Retailers
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/92792665292974528673
附註:	參考書目：面65-66
附註:	103年12月16日公開
摘要註:	傢俱業在台灣經濟發展上佔有極其重要之地位，也是台灣經濟發展的重要產業之一，1966至1975為我國傢俱業外銷鼎盛時期，其為國家賺取無數的外匯，使得台灣一度成為全球外銷傢俱王國，並帶動國內傢俱零售業的成長與發展。　　在面動全球化的競爭下，國際傢俱連鎖業自1994年起紛紛進軍台灣市場，台灣傢俱零售業者生產與銷受到相當嚴峻的競爭與挑戰。本研究以大高雄地區業者作為研究對象，透過深度訪談、次級資料的收集，以了解產業現況。並以SWOT與五力分析作為主要分析工具，探討台灣傢俱零售業者的生產與銷售因應策略，做為提升競爭優勢以達永續經營的目的。　　研究結論針對台灣傢俱零售業生產面與銷售面因應策略分述如下：(1)生產面：業者應取得國際認證、培訓設計專業人員、創立品牌形象、與國外知名大廠合作，建立良好的行銷通路。生產設備和技術提昇，朝向精品傢俱的開發。傢俱業者訂定新產品的設計策略，邁入擁有自己的設計與生產，自創品牌的經營模式，永續企業經營，取得國際市場的競爭優勢。　　另外(2)銷售面：加強員工行銷能力、強化銷售人員的專業知識、辦理促銷活動、尋求異業聯盟或提供產品與電視、電影合作，搭配置入性行銷創造話題，促進銷售業績。創造並掌握需求者需求，積極開發新產品市場，加強售後服務，建立企業形象，創造口碑行銷，全面提升高品質的行銷服務。 Furniture industry plays a vital role in Taiwan’s economic development. During its prime years between 1966 and 1975, furniture earned lucrative foreign reserves, making Taiwan a kingdom known for selling furniture to all over the world, and meanwhile invigorating the growth and development of a domestic retail market.In face of globalization and global competition, international chain business has made a foray into the Taiwanese market since 1994, which in turn put our domestic retailers in an austere and challenging position. This study samples on the current development of furniture industry in Kaohsiung. Our research not only adopts indepth interview and secondary data collection as interpretive tools, but it also uses the methods of SWOT and Porter Five Forces Analysis in order to more fully analyze the producing and marketing strategies of the Taiwanese furniture retailers. Thus, the main purpose of this study lies in discovering new ways of promoting our competitive forces and sustainable management in the field of furniture industry.The results of this study offer two important arguments about the producing and marketing strategies of Taiwanese furniture retailers.First, in terms of the producing strategy, producers should obtain international certificates, build up brand images, provide professional training and designing sessions, and seek the opportunity to work with renowned international industries. These are ways to establish long-term marketing venues. The producers who intend to pursue “exquisite” or “delicate” furniture business may consider upgrading their facilities and technologies. For those who possess self-made designs and brands, it is easier to set up their own designing and managerial strategies for new products, and, in doing so, gain an upper hand in the international market.Second, regarding the marketing strategy, producers should enhance employees’ marketing performance. Good marketing performance involves a set of professional knowledge and promotional skills through devices such as telephone, Internet, TV, film, or other embedded advertising methods that can create “topics” and desirability of the product. The promotion of the product’s quality and that of its selling strategy are equally important. This means that the producers should try everything to create and seize the consumer’s needs, explore the market for new products, strengthen the after sales service, and build up a credible image for both the product and the service.

國際傢俱連鎖業對台灣傢俱零售業生產與銷售之影響-以大高雄地區為例 = Effects of Production and Sales on Local Furniture Retailers from International Furniture Chain Stores: The Case of Greater Kaohsiung Area
陳, 文松

國際傢俱連鎖業對台灣傢俱零售業生產與銷售之影響-以大高雄地區為例 = Effects of Production and Sales on Local Furniture Retailers from International Furniture Chain Stores: The Case of Greater Kaohsiung Area / 陳文松撰 - [高雄市] : 撰者, 2014[民103]. - 88面 ; 圖，表 ; 30公分.
參考書目：面65-66103年12月16日公開.
傢俱零售產業Furniture Retailers

國際傢俱連鎖業對台灣傢俱零售業生產與銷售之影響-以大高雄地區為例 = Effects of Production and Sales on Local Furniture Retailers from International Furniture Chain Stores: The Case of Greater Kaohsiung Area
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