新型智能硅藻土壁材進入市場策略

Abstract

最近空氣污染議題受到消費者的高度注目。過去的研究指出室內空氣的品質不佳的主因有二 : 第一、過度或不當的裝潢造成室內空氣含有甲醛、VOC及其他有毒物質。第二、過度潮濕造成塵蟎與黴菌增生污染。後者所引起過敏、哮喘等呼吸性及皮膚性的疾病更是難以去除。因此室內空氣的清淨與濕氣調節至為重要。 硅藻土正是同時具有淨化空氣與調節濕氣功能的綠建材，目前市面上室內裝潢使用硅藻土並不普遍，因其價格昂貴及不易施工的缺點限縮了市場。為了改善這些問題，研發了新型的智能硅藻土壁材，藉著超值的產品及服務與消費者可自行DIY黏貼的特性，期望能提高市場接受度，因此，擬定競爭策略是進入市場的第一步。 本研究透過質性研討的個案研究法，探究硅藻土壁材進入市場的競爭策略。由綠建材的產業現況分析來找出目標市場，藉由五力分析確認在產業的競爭力，SWOT分析公司內外部的因素，進而發展出產品的4P行銷組合，形成進入市場策略。 本研究的結果顯示，消費者對硅藻土的認識度不足，過高的價格限制了市場的發展，因此需要充分的訊息介紹給消費者、合適的產品銷售策略、超值價格的產品才能使硅藻土壁材容易進入市場，加上不斷創新與進步的產品才能維持長期的競爭優勢。

Recently, customer are getting concern about the indoor air-pollution issues. The up-to-date reports indicate the majors causes are: 1. Excess or improper decoration which yields VOC and toxic substances. 2. Highly humid environment facilitate the reproduction of dust mite and mold which trigger allergic symptom, such as asthma, dermatosis, etc. Therefore, the cleanness and humidity-control of indoor air are crucial to health. The diatomaceous building material is reported to fulfill the demand of the green building material. It is not very common seen in the market due to its expensive costs for material and inconvenience installation. In order to overcome these barriers, we invent the wall-tiles made of diatomite which the customers are able to install by themselves. This new invention will reduce the cost of applying diatomaceous building material. We hope, this can facilitate the sales of cost-sensitive customers. This research tried to explore the market access strategy of diatomaceous building material through qualitative case study. Through the SWOT analysis on the inside & outside factors of corporation to develop the 4P marketing combinations. Then finally, the access strategies is deduced. The results of this research indicate: 1. Customers are not fully aware of what is the benefit of diatomaceous products. 2. In order to promote the products, high value price policies have to be taken. 3. The market share of diatomaceous materials is limited by high price and inconvenience installation. 4. Innovation of diatomaceous product is crucial for the long-term competition in this market.