| Abstract: | 論文摘要臺灣位處在東南亞國際交通的樞紐，是一個國際文化交流非常頻繁的島嶼國家，而隨著經濟起飛之後，臺灣進入了一個相對富裕的社會，近年來更因為國人對生活品質追求的提升，有越來越多的消費者開始注重自己的居住環境美感以及生活品質，建築業者順應時勢推銷使用高價的石材來為建物的外觀及內部裝修，在此前提之下，使用高價的石材來為建物的外觀及內部裝修，以追求居家空間視覺美感，並滿足精神上需求的高端消費者也較以往為多。石材屬裝修建築物的高價建材，且其外觀的視覺獨特性更可作為建築物的門面，所謂人靠衣裝、佛靠金裝，一幢建物要能帶給人富麗堂皇的視覺感受，就必須依靠石材的裝飾；近年來建物的外觀幾乎沒有不以石材作為外牆的裝飾建材，即使並非全外觀都使用石材，至少也會將石材用於裝飾建物的基座，以凸顯建築物的獨特價值，不過，由於石材產品因為生產、加工困難等因素，導致價格高居不下，進而侷限了石材的普遍使用，但也因高單價而形塑了在高端消費者心中的奢華地位。因此，天然石材成為了高價的建築材料，但其對於高端消費者而言，其價值是否僅是張顯奢華，或是在奢華之餘亦能帶給高端消費者有其他的社會、功能、情感及獨物需求價值，以此作為推廣石材運用的行銷策略擬訂參考，為本研究的主要研究目的。本研究採用文獻分析及SWOT分析等研究方法，並以東海大學EMBA研究生及學分班學員為問卷主要發放對象，總計回收問卷數為126份。研究發現石材在材質上具備的優勢，確實為高端消費者所認同且其劣勢不甚明顯，另外當石材應用於建築物的裝修時，可以為使用者帶來衍生的有利機會及附加價值，惟在於品質的鑑定不易及保養與後續維修困難度高。本研究依據研究所得結論，建議在推廣石材運用策略上，針對建築業者應加強宣導石材應用於建築物裝修，可以為建築物帶來獨物的滂薄氣勢外觀，藉此提高建築物本身價值及後續銷售商機。而對於擁有建築物的使用者而言，在推銷石材時，則應強調居住在使用石材作為裝修建材的空間中，可以為其提供較高的居住品質及帶來愉悅心情，以提高選擇石材之意願。另外對於高價石材提供施作滲透型抗酸防護處理措施及進行品質檢測，並主動向石材使用者提供專業機構檢驗報告，亦可提升石材推廣成效。關鍵字：石材、高端消費者、偏好、消費者理論、SWOT
AbstractTaiwan is located in the hub of international transportation in Southeast Asia. It’s an island country with frequent international cultural exchanges. After the economic take-off, Taiwan has entered a relatively affluent society. In recent years, it has become more important because of the pursuit of quality of life. More and more consumers are paying attention to the beauty of their living environment and the quality of life. The construction industry is in line with the current situation to promote the use of high-priced stone for the appearance and interior decoration of the building. Under this premise, high-priced stone is used for the construction. The appearance and interior decoration are more high-end consumers who pursue the visual beauty of the home space and meet the spiritual needs.Stone is a high-priced building material for the decoration of buildings, and the visual uniqueness of its appearance can be used as the facade of a building. The so-called people rely on clothing, the Buddha depends on gold, and a building must bring a magnificent visual experience. Relying on the decoration of stone; in recent years, the appearance of the building has almost no decorative materials such as stone as the outer wall. Even if the stone is not used for the whole appearance, at least the stone will be used for the base of the decorative building to highlight the unique value of the building. However, due to factors such as production and processing difficulties, the price of stone products is high, which limits the widespread use of stone, but it also shapes the luxury position in the hearts of high-end consumers because of the high unit price.Therefore, natural stone has become a high-priced building material, but for high-end consumers, its value is only Zhang Xian luxury, or in addition to luxury can also bring high-end consumers to other social, functional, emotional And the value of the demand for the unique object, as a reference for the marketing strategy of promoting the use of stone, is the main research purpose of this study.In this study, literature analysis and SWOT analysis were used, and the EMBA graduate students and credits students of Donghai University were mainly distributed to the questionnaire. The total number of questionnaires collected was 126.The research found that the advantages of stone in materials are indeed recognized by high-end consumers and its disadvantages are not obvious. In addition, when stone is applied to the decoration of buildings, it can bring beneficial opportunities and added value to users. It is difficult to identify the quality and the difficulty of maintenance and subsequent maintenance.Based on the conclusions of the research, this study suggests that in the promotion of stone application strategies, the construction industry should strengthen the use of stone to apply for building decoration, which can bring the unique appearance of the building to the building, thereby improving the value of the building itself. And subsequent sales opportunities. For users who own buildings, when promoting stone, it should be emphasized that living in the space of using stone as decoration building materials can provide them with higher living quality and pleasant mood, so as to improve the choice of stone. Willingness. In addition, high-priced stone is provided with osmotic acid-proof protection measures and quality inspection, and the professional body inspection report is provided to the stone users, and the stone promotion effect can be improved.Keywords: stone, high-end consumers, preferences, consumer theory, SWOT |
