中小型營造公司轉型與新商業模式探討-以K公司為例

Abstract

近年來，營造業面臨缺工及工程專業人才培養不易，物料上漲等挑戰，導致獲利空間縮減。為因應此趨勢，中小型營造公司極需轉型尋求新的商業模式，創造企業第二成長曲線，達到永續發展目標。本研究以SWOT分析個案公司現況，並分析產業內其他公司轉型時的評估因素，發現可分為垂直整合及多角化經營兩大方向。在評估個案優劣勢及兩大方向的可行性評估後，以決策樹分析訂出「租賃住宅服務業」應為可轉型方向，並輔以專家訪談確立假設成立。 在確立轉型方向後，透過PEST及產業價值鏈分析租賃住宅服務業的產業現況。採用商業模式九宮格探討個案公司切入市場時應採取策略。如：善用工程背景優勢及專案管理經驗降低前期投入成本，並鎖定高階商務企業客戶作為利基市場切入，做出市場區隔。本研究亦針對個案公司未來轉入租賃住宅服務業，做出前期基本營運及財務規劃，可做為其他類似公司轉型參考依據。

In recent years, the construction industry has faced challenges such as labor shortages, difficulties in cultivating skilled professionals, and rising material costs, leading to reduced profit margins. To address these trends, small and medium-sized construction companies urgently need to transform and seek new business models to create a second growth curve for the enterprise and achieve sustainable development goals. This study utilizes SWOT analysis to assess the current situation of a case company and analyzes the evaluation factors of other companies within the industry during their transformation, identifying two main directions: vertical integration and diversification. After evaluating the advantages and disadvantages of the case and the feasibility of the two main directions, decision tree analysis determines that the "rental housing services industry" should be the direction for transformation, supported by expert interviews to validate the hypothesis. Upon establishing the transformation direction, the study conducts a PEST and industry value chain analysis of the current state of the rental housing services industry. The business model canvas is used to explore strategies that the case company should adopt when entering the market. For example, leveraging their engineering background and project management experience to reduce initial investment costs, and targeting high-end corporate clients as a niche market to create market segmentation. This study also provides basic operational and financial planning for the case company's future transition into the rental housing services industry, which can serve as a reference for similar companies undergoing transformation.