以系統動態學探討台灣家具產業品牌發展策略

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题名:	以系統動態學探討台灣家具產業品牌發展策略
其它题名:	Exploring the Brand Developing Strategies of the Taiwanese Furniture Industry - A System Dynamics Approach
作者:	陳昱凱 CHEN, YU-KAI
贡献者:	張國賓 CHANG,KUO-PIN 工業設計學系碩士在職專班
关键词:	台灣家具產業;系統動態學;品牌行銷;品牌策略;設計行銷 Taiwan furniture industry;System Dynamics;brand marketing;brand strategy;design marketing
日期:	2018
上传时间:	2018-11-07T04:27:25Z (UTC)
摘要:	在台灣經濟起飛的年代各行各業的中小企業創造出許多傳奇，台灣曾經是世界的工廠有許多國際知名大廠來台灣尋求代工，隨著台灣經濟逐漸好轉國民所得提高，如今許多工廠不是倒閉就是外移，家具工廠也不例外，因此本研究以四個台灣家家具產業個案作為研究範本，本研究主要目的為1.探索品牌建立過程的重要變數、2.探討台灣家具公司的經營模式、3.探討台灣家具公司的品牌行銷模式、4.探討台灣家具產業發展方向作為今後擬定策略的參考依據，並利用系統動態學(System Dynamics)建立因果環路進行質性分析，研究發現由於資金是推廣自有品牌最大的門檻，大部分工廠都還是會接受代工訂單藉由代工所賺的的利潤作為推廣品牌的本錢，而且還能夠從代工累積經驗提升公司的產品研發能量，並適時且穩定的參與國際展覽除了爭取品牌曝光增加知名度以外，也能夠提升公司對市面上的流行敏感度，對於提升公司產品競爭力也是有非常正面的影響，品牌是要長時間經營，時間越久越能獲得客戶對該品牌的印象，知名度當然也是不停的累積，因此人才的培育也是所有廠商最重視的，畢竟企業要能夠長久人才是不可或缺的重要因素。 Taiwan used to be a factory in the world. In the era of Taiwan’s economic take-off, small and medium-enterprises (SMEs) has created many legends. Many internationally renowned factories came to Taiwan to seek Original Equipment Manufacturer (OEM) work. However, as Taiwan’s economy gradually improved, the national income increased. Many furniture factories were now not closed or move to the other countries for cost down. Therefore, this study uses four cases of Taiwanese furniture industry as a research model. The main purposes of this study are : (1). To explore the important variables of the brand establishment process, and (2). to explore the business model of Taiwan furniture companies. (3). Exploring the brand marketing model of Taiwan furniture company, (4). Exploring the development direction of Taiwan furniture industry as a reference for future strategy development, and using System Dynamics (SD) to establish a causal loop for qualitative analysis, the study found that due to funding promote the biggest threshold of own brands, most factories will still accept the profits earned by OEMs through the OEM as the cost of promoting the brand, but also can increase the company's product development ability from the accumulated experience of foundry, and timely. And stable participation in international exhibitions in addition to gaining brand awareness to increase visibility In addition, it can also enhance the company's sensitivity to the market, and it has a very positive impact on the competitiveness of the company's products. The brand is to operate for a long time. The longer of the time, the better the customer's impression of the brand. In addition, so the cultivation of talents is also the most important thing for all manufacturers. After all, it is an indispensable factor for enterprises to have long-term talents.
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