台灣家居企業產品創新與多角化發展之研究

Abstract

中文摘要 家居產品與人們的日常生活息息相關，反映了人們生活水準的品質，是國民四大消費產品之一，進入21世紀以來，臺灣家居行業已經發展成為一個品種齊全、專業程度高、技術含量較高的重要產業。但近幾年隨著國際臺灣競爭的增強、企業發展弊端的顯現以及金融危機的影響，家居企業的發展出現瓶頸期，在產業結構、消費模式、市場方面都存在一定的問題，這樣的現狀急需要企業進行產品改革或轉變行銷策略。針對家居企業產品的市場現狀及行銷環境，本文對家居企業產品創新與多角化發展之策略進行了深入探討。 本文應用行銷策略的相關理論，在分析臺灣家居企業產品創新及多角化發展環境的基礎上，詳細分析了家居企業如何從技術、產品、服務三方面進行創新，以及適合家居企業產品多角化發展，採取可行的市場行銷策略。這對於家居企業的高速發展具有理論指導意義。

THESIS ABSTRACT Executive MBA Program for NTU-Fudan Joint Program College of Management National Taiwan University NAME：SHUN-YI CHEN MONTH/YEAR：JUNE, 2013 ADVISER：Ruey-Shan Guo TITLE： Taiwan home furnishing enterprises in product innovation and diversification of the development strategy research Abstract Home furnishing products and people's daily life, reflecting the life level of people 's quality, is the national top four consumer products, enter since twenty-first Century, our country home furnishing industry has developed into a full range, high professional level, high technology content of the important industry. But in recent years with the international and domestic competition, the enhancement enterprise development malpractice appearances as well as the impact of the financial crisis, home furnishing enterprise development bottleneck, in the industrial structure, consumption patterns, the market has certain problems, such situation is in urgent need of enterprise product innovation or change the marketing strategy. In home furnishing company product market situation and marketing environment, the home furnishing company product innovation and diversification of the development of marketing strategy are discussed. In this paper the application of marketing strategy theories, in analyzes our country home furnishing company product innovation and diversification of the development of the environment on the basis of detailed analysis of the home furnishing, enterprises from the technology, products, service three respects undertake innovating, and suitable for home furnishing company product diversification and feasible marketing strategy. The home furnishing the rapid development of enterprises have great significance of theoretical guidance.