Marketing Strategy Analysis of Taiwan Kitchenware Industry– A Case Study of T Kitchen Utensil

[[abstract]]廚房器具業隨著時代的進步、科技的發展及消費者對烹飪方式的改變，消費者對廚房器具的需求，已不再只是烹飪的功能，隨著廚房的價值功能轉變，傳統廚房器具業也因應市場需求也跟著發展出不同形式，逐漸由制式化產品變成客制化產品，廚具的需求除了實用的機能性之外，也需加入美感設計及生活品味，消費者也從價格考量，漸漸轉為價值考量，廚具業走向更為客製化和生活感的方向。本研究以台灣本土品牌T廚房器具有限公司為個案，透過文獻資料及深度訪談，進行SWOT分析，釐清該企業之內部優勢和劣勢，以及外部環境的機會與威脅，了解其核心競爭力，再以SWOT交叉配對矩陣建立其適切之市場應用策略，進而提出對企業未來發展之建議，並可作為產業參考。[[abstract]]With the progress of time and the development of science, as well as the change of cooking habits, people’s need for kitchen utensil is more than cooking itself. The trend of kitchenware has transformed form standardization tocustomization. Besides practical functionality, customers require more aesthetic design and lifestyle for kitchens. The study takes the Taiwan brand - T Kitchen Utensil as the case study. Through data from literature and in-depth interview with senior managers of T Kitchen Utensil, the study focus on clarifyingT Kitchen Utensil’s internal strength and weaknessand external opportunities and threats through SWOT analysis. Furthermore, based on the SWOT, reviewing the marketing strategies of the company