建築材料產業發展策略之研究： 以F個案公司之綠色建材行銷方案設計為例

Abstract

本研究以F個案公司綠色建材(涵蓋高級裝飾耐火板及抗倍特板)之行銷策略為研究對象，對F個案公司所處的內外部環境做了充分的分析及歸納，最後擬定了F個案公司綠色室內建材(涵蓋高級裝飾耐火板及抗倍特板)的系統化行銷策略。 本研究大致對A個案公司綠色建材行銷之研究背景及研究動機做了精簡的敘述。為了因應個案公司所處的行銷環境而做深入的分析，運用SWOT及量本利法分析法，對F個案公司產品與傳統的室內建材做了客觀與系統化的比較分析，尤其對個案公司產品的生命週期、產品技術力及價格定位和品質加以闡述。 以上述內容為基礎，本研究對F個案公司產品的目標市場、運作商業模式加以詳細地闡述。 本研究的關鍵性重點為，運用文獻探討，對F個案公司的產品價格、通路、人員及促銷方式做了深入的探討，並提出了有效的行銷組合策略與建議，這些建議具有聚焦性運作力及可行性，並且整合了F個案公司的實際情況，從而獲致F個案公司的最佳化策略性績效指標。 本研究針對銷售目標的完成及行銷組合策略的執行方式，制定了實際的運作執行方案，提供了組織、制度、資源保障及執行力改進方案。 本研究最後歸納出個案公司行銷策略的結論與建議。本研究有效地發揮F個案公司的現有人才、管理、品牌及售後服務等競爭優勢，不僅對F個案公司的未來發展具有實務上的參考價值，同時對於綠色室內建材(涵蓋高級裝飾耐火板及抗倍特板)業界也具有相當高的借鏡價值。

This research focused on the marketing strategy of F Case Company's green building materials (covering High Pressure Laminate and Compact), analyzed and summarized the internal and external environment of F Case Company. F Case Company is focused on the systematic marketing strategy for the green interior building materials. In order to make an in-depth analysis in response to the marketing environment of the case companies, SWOT and the analytical method of cost-benefit analysis were used to make an objective and systematic analysis of F Case Company's products and traditional indoor building materials. The life cycle, product technology and price positioning and quality are explained. This study elaborates on the target market and operating business model of F Case Company's products. The key focus of this study is to discuss the prices of products, channels, HRM, and the promotion methods of F Case Company, and to propose effective strategies and recommendations for the marketing mix. These recommendations have focused on the operational capabilities, so as to obtain the optimal strategic performance indicators of the F case company. This study formulates the actual operation execution plan, and provides the organization, system, resources guarantee and implementation improvement plan. This research leverages current competitive advantage in talents, management, branding, and after-sales service of F Case Company effectively, not only providing practical reference value for the future development of F Case Company, but also is beneficial for the industry of the green interior building materials. It has a very high borrowing value for the industry of the green building materials either.