納骨塔位設計製造產業之經營策略—以Z公司為例

Abstract

塔葬的發展歷史已歷千年，近年來隨著國家殯葬政策的改革與推行，火化塔葬已經逐漸取代傳統入土為安的土葬觀念，唯推行初期殯葬管理設施僅單純以滿足「葬」的需求之功能性所建造。隨著時代的演化，顧客需求已提升至具有宗教經典教義設計概念的產品，且著重美觀、安全、材質與設計兼具之客製化納骨塔位產品。 因此，塔位設計製造業需要不斷強化企業本身之核心價值，隨環境與市場需求調整經營型態以維持競爭優勢。環顧國內目前對殯葬產業的研究，大多著重經營模式、行銷通路及消費行為的研究，鮮少有研究者從納骨塔業者與上游製造商之間的關係進行討論，因此本研究欲對納骨塔主要獲利來源的商品(塔位)供應商的經營運作模式做進一步的探究分析，欲探討塔位設計製造商的經營策略及商品設計核心概念，如何協助納骨塔業者在激烈的市場競爭中提升優勢，並在供過於求的塔位銷售市場中創造一片藍海。 本研究透過個案訪談進行分析，並以1982年成立至今具代表性之Z公司為案例進行探討。了解該公司內部所擁有的能力與條件以及外在環境與市場所面臨的競爭進行探討，爾後透過STP、產品市場矩陣分析、五力分析、商業模式圖進行細部分析統整，最後歸納總結並提供相關產業未來可行之經營方向參考。

The history of the development of buried in Columbarium has been thousands of years.In recent years, with the reform and implementation of the national funeral policy, Columbarium burial has gradually replace the traditional burial of soil. At first, the funeral management facilities only to meet the “burial” needs. With the evolution of the time, customer demand has been upgraded to the classic or doctrinal design according to religion, and focus on the materials, beautiful form and design concept of the urn niche customized. The urn niche design and manufacturing industry needs to constantly strengthen the core value of enterprises themselves, with the environment and market demand to adjust the operating pattern to maintain competitive advantage. Looking around the current domestic research on the funeral industry, mostly focus on business model, marketing channels and consumer behavior research, there are rarely researchers analysis of the relationship between the Columbarium and the upstream manufactures. Therefore ,this study wants to make further exploration and analysis of the operation mode of the supplier of the main profit of the Columbarium,to explore the location manufacture’s business strategy and the core concept of commodity design, to understand what kind of urn niche products can provide Columbarium operators in the fierce market competition to enhance the advantages, in the oversupply of the sales market to create a blue ocean market. This study is analyzed through case interviews and explores the case with Z company, which has been representative since its establishment in 1982.To explore the company’s own capacity, conditions and how to facing the challenge of external environment. And then through STP, Ansoff Matrix, Porter five forces analysis, Business Model Canvas of detailed analysis, and provide a reference to the relevant industry in the future.