臺灣博碩士論文加值系統

摘 要

本研究主要目的在於以市場的背景現況及市場結構理論，來探
討臺灣木質地板的市場結構形態。研究中透過實地調查瞭解市場的
現況，並以市場集中度衡量臺灣木質地板市場結構，同時以市場進
入障礙來檢視國內木質地板市場結構之變化。經由調查得知，臺灣
木質地板市場主要分為實木地板與銘木地板兩類。目前木質地板1997
年的銷售量，實木地板約為81萬坪，銘木地板約為55萬坪。以使
用場所而言，實木地板多用於一般家庭，而銘木地板多用於公共場
所。而在材種選擇的偏好上，消費者主要以材質穩定性、材面色淺
均勻無缺點為選擇重點。在配銷通路上，實木地板為二階與三階的
通路，而銘木地板為三階的通路。另外以市場結構分析臺灣木銘木
地板市場為大型製造商所形成之寡占市場，具高規模經濟性，因此
有高的進入障礙，而獲利性高，不過風險比較大；實木地板市場為
小型經銷商組成之競爭性市場，市場進入障礙低，產品差異性亦低，
因此獲利性也較低，但風險則相對較穩定。

Summary

This research , based on the theory of market structure , is
intended to discuss the
market structure in Taiwan wood flooring industry. To decide
the market structure ,
the market concentration ratio method was introduced. Also ,
the factors of the entry
barriers that will affect the market structure on wood flooring
industry was examined.
As a result , there are two types of wood floorings , solid and laminated wood
flooring in Taiwan market. The sales volume of solid wood
flooring are 2 million 637
thousand square meters and laminated are 1 million 815 thousand
square meters in
1997. The solid wood flooring is mainly used in the residential area , and the
laminated wood flooring is mainly used in the public area. The
characteristics of
wood flooring considered by consumer are stability , shallow
color and no defective.
The solid wood flooring , two and three level of distribution
channel are normally
used. The laminated wood flooring , three level of distribution
channel are normally
used. As for the market structure analysis , the laminated wood
flooring is identified
as an oligopoly market. The market structure of solid wood
flooring is a competitive market.