景觀產業公司經營與發展策略分析—以F公司為例

Abstract

景觀設計（Landscape Architecture Design）係指建築物以外之環境設計。其中包含之設計內容涵蓋：都市規劃概念、空間美學營造、植物與環境設計、微氣候與生態環境營造、戶外休憩設施設計…等。景觀的範疇涵蓋了植物學、生態學、人文社會、結構學、水利、機電、城市規劃、藝術美學….等不同專業科學的運用綜合體。在台灣發展與私有之房地產開發相關者，以住宅景觀、旅館景觀與遊憩開放空間景觀為主，與公共建設相連結者，則發展為公共國際競圖與二級縣市公共指標案等五種形式。 本研究為了解景觀設計行業之五大項類型設計案，於景觀事務所之產業現況、競爭態勢與成長策略，透過個案公司的案例探討進行分析，得到個案公司未來之發展方向，總結未來競爭策略結論如下： 1. 房屋市場適合發展為個案公司之主力商品，因為會帶來集團獲益，結合工程的獲利優勢，讓集團永續經營。 2. 國際競圖與二級公共工程景觀，需與子公司合作共創市場。 3. 旅館設計需慎選案源，以優越的設計實力搶占市場成為明星產業。 4. 強化各子公司之能力以差異化之能力成為市場主流，並以集團力量，集合各子公司之力量發揮綜效，創造市場規模。

Landscape Architecture design involves those environment design topics: urban planning, esthetics of space design, plants and environment, microclimate and ecology, outdoor recreation facilities…etc. The subjects of landscape architecture are including botany, ecology, sociology, structure, civil engineering, electric engineering, planning and fine arts… etc. Private Landscape architecture design projects are developing with land developer. Three kinds of types: residence uses community, hotel landscaping design and open space design for recreation. Two types from public government developer, including: international competition project and target design project for local government. The researched company involves those types of project and from the research to analysis the market share and competitive circumstance of five main service categories. We make suggestions for the company after conclusions: 1. The community landscape design is the main business for the company. The growth strategy for this type should develop the market and enhance the ability to growth with construction revenue. 2. International competition and target project for government should make cooperate with branch-company to keep the market share. 3. Hotel landscaping project quality should be enhanced and should be choose to prevent risk of stop developing. 4. The differentiation strategy is the maim key to each branch, enhancing core strengths by enhancing difference in the group company will enhance the market share.