台灣室內設計公司的競爭策略：以A公司為例

Abstract

伴隨著社會經濟活動的變遷，民眾對於室內空間環境的要求越來越高，連帶著使得室內設計產業的經濟產值不斷成長。另一方面，設計人才的規模性供給透露出設計產業專業人力供需失衡的現象，導致台灣室內設計公司在室內設計市場上激烈的競爭。值得注意的是，台灣室內設計公司的市場競爭對手不僅是國內各型室內設計公司，甚至包括國際性的或是跨國性的室內設計公司也紛紛來台搶食台灣室內設計的市場佔有率。據此，本研究係探討室內設計公司該如何依自身的條件與外部環境的狀況，來尋求最適合自己的競爭策略，並以A公司作為個案討論。研究發現A公司具備創新研發技術以及創新設計理念，有室內設計統包工程整合能力，並可與協力廠商維繫合作關係。A公司以其核心競爭力來回應顧客價值主張所建立的商業模式，可就成本、性能、可製性之間尋求最佳的平衡點，來降低成本結構，強化協力合作夥伴的決策依據，此最佳平衡點亦能夠增加A公司商業模式的收益流，讓A公司更有能力滿足顧客的價值主張。除此之外，A公司必須留意在如何強化與協力廠商資源共享以及資訊界面共享機制與系統的重塑上，以及財務管理的部分。

Accompanying by the transformation of socio-economic activities, the demands of interior design are higher than before, bringing tremendous growth of interior design industry. On the other hand, the small scale of the talents of interior design shows the imbalance of supply and demand of professional manpower, resulting in dramatic competitions between companies in Taiwan; even the international or cross-national interior design companies prey on the market in Taiwan. The study thus is to discuss how an interior design company seek for her best competitive strategies through its own conditions and external environment, by using A company as the case. The study found that the core competitiveness of A company comprises innovative development techniques and design idea, capability of turnkey project, and the partnership with the third party. The core competitiveness can respond to the value propositions of consumer and find the balance point among cost, function, and manufacturability, declining the structure of cost as well as increasing revenue stream. Besides, A company should look out how to reinforce the mechanism and system for sharing data and information to the third party with appropriate surface, and also notice financial management.