The auxiliary benefit for the Taiwan OBM furniture industry by inducting design and marketing
| Autor: | Sheng-Te Chang, 張聖德 |
|---|---|
| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 In the progress of establishing domestic furniture industries, Taiwan has accumulated many-years manufacturing experience and structural reforms. With excellent quality control and creativity of design in technology, competitiveness levels of products on marketing and strength to difference of brands have been promoted. Also, attempting to get rid off the inferiority of low-price competitive market and changes of export market, Taiwan furniture industries have been trying to establish the characteristics of domestic brands and separates the specialized areas. For understanding the importance of establishing brands in furniture industry, this study is mainly on how Taiwan’s furniture entrepreneurs expand selling ways and apply design innovation to prove auxiliary value for their brand, urge to establish good communications between products and consumers, change the ways of the furniture sales, innovate the value of industry service and the professional image, satisfy customer’s trust and individual’s need to the brand. This research conducts field interviews on furniture industry in Taiwan. Through case studies, we can understand how they apply design skills to create effective and creative marketing material in the industry and results are analyzed and translated by the grounded theory. Therefore, this study aims to investigate the support efficacy after carrying out design and marketing and makes conclusions as followed. (1) Internal perfect procedures and external competitive advantages are needed to be integrated well. By consolidating the core power of enterprises and improving professional levels, the separation and diversity of marketing can be consolidated as well. (2) With innovation in design and professional procedures in quality inspections, enterprise can reinforce consumer’s recognition to the brand, design style of products, the brand image, and market recognition; (3) Marketing channels need to be made as straight selling channels and selling points must be arranged well by self, for satisfying customers with professional service and market feedback.(4) The beneficial results from combination of design and marketing provide space planning and innovative market mechanism to furniture brands, helping enterprises gain more profits and meet consumer’s needs. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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