Customized Furniture Strategy and Competitiveness: The Case Study of Teak Furniture in Taiwan

[[abstract]]本研究目的為探討如何使用創新策略及新零售方式來創造客製化家具產業 競爭力。本研究透過五力分析模型了解柚木家具產業的競爭環境，同時藉由個案 研究，尋找增加客製化家具產業的競爭力之策略。研究結果顯示使用新的木頭素 材，可以提升其他消費者接受度與降低柚木木種的依賴程度。其次，尋求其他國 外知名化學藥廠訂購油漆，並自行與廠商訂購，可以減少在向代理商購買時產生 的議價問題。第三，綠家具可以減少市場上購買者的議價空間。第四，加強公司 之專業程度與生產能力，可以使欲加入的競爭者因自身專業度與生產能力無法相 比而不敢進入此市場。第五，客製化柚木家具服務可以滿足客戶個人化需求，因 此應多廣為宣傳客製化柚木的產品特色，如:以新零售的電子商務平台或社群網 站中宣傳，以提升競爭優勢和開創永續的經營價值。 The purpose of this study is to explore how to use innovative strategies and new retail model to create the competitiveness in the customized furniture industry. This study uses the five force analysis model to understand the competitive environment of the teak furniture industry, and this study uses case study to seek appropriate strategies to increase the competitiveness of the customized furniture industry. The results of the study show that the use of new wood materials can increase the acceptance of other consumers and reduce the dependence of teak wood species. Second, seeking other foreign famous chemical companies to order the paint and ordering it with the manufacturer can reduce the bargaining problem that arises when purchasing from the agent. Third, green furniture can reduce the bargaining space for buyers on the market.. Fourth, strengthening the company's professional level and production capacity, the competitors who want to join can not enter the market because their professionalism and production capacity cannot be compared. Fifth, the customized teak furniture service can meet the individual needs of customers. Therefore, it should be widely used to promote the characteristics of custom-made teak products, such as: promotion in new retail e-commerce platforms or social networking sites to enhance competitive advantage in order to create sustainable business value