臺灣博碩士論文加值系統

衛浴設備是個家庭中必備的民生必需品，但近年衛浴市場環境的快速變化，經歷2009年金融風暴的影響，全球經濟面臨衰退的狀況，衛浴產業的經營更是雪上加霜，使得台灣衛浴產業受到極大影響。此外，隨著海外進口與代工的衛浴品牌進入，國民的生活水準提升，進口產品逐漸也逐漸擴大在台灣的市占率，而台灣本土的衛浴品牌也因此面臨各方面的挑戰。
本論文研製之目的在於了解台灣目前的衛浴市場現況，並由市占率最高的本土衛浴品牌與近期成長急速的海外代工的衛浴品牌做為研究對象，分別為和成(HCG)與凱撒(Caesar)兩間衛浴企業，藉由深度訪談後透過次級資料分析與個案彙整後，將兩間企業的競爭策略、行銷策略以及品牌策略做進一步的分析比較。根據本研究結果發現：
1. 競爭策略上，可發現HCG以眾多的銷售據點與強大的開發能力為競爭優勢，而Caesar則是以優良的服務與快速產品創新力為競爭優勢。
2. 行銷策略上，HCG提供多樣化的產品供消費者選擇，Caesar則是以銷售成果為導向，價格策略上，HCG是以系列別區分產品類型與價格，Caesar則是以參考市場價格來訂定售價，通路策略上則都是以經銷商與水電為主。
3. 品牌策略：HCG主打本土第一衛浴品牌，搭配品質與廣泛的通路據點，鎖定中高價位的衛浴市場，Caesar以塑造進口品牌形象與快速的創新力來吸引消費群，以中低價位的衛浴市場為主。

Bathroom furniture is considered a must have consumer goods. However, in recent years, business is becoming more and more challenging due to the slow recovery from the 2009 world economic recession and the rapid change in market environment. This is especially the case for Taiwanese companies as imported brands and OEMs have begun increasing their market share in the domestic market.

This thesis aims to thoroughly understand the current Taiwanesebathroomfurniture market landscape. Through researching and interviewing companies HCG and Caesar, number one in terms of Taiwanese company market share and fast growing foreign OEM respectively,and conducting data analysis and numerous case studies, we’ve identified each company’s core competencies, marketing and branding strategies. In general, research results indicate:
1. Core competency: HCG advantage is in its wide network of distribution channels and very strong R&D capabilities, whereas Caesar’s competitiveness is based on excellentservice and quick- to- market product innovation.
2. Marketing strategy: HCG offers an extensive product portfolio, whereas Caesar focuses on overall sales performance. In pricing strategy, HCG has different prices based on product lines, whereas Caesar benchmarks against market pricing. Both companies sell through regional distribution dealers and home maintenance shops.
3. Branding: HCG positions itself as the number one local bathroom furniture brand,. Along with its high quality and easily accessibility, HCG targets the mid/ high end market. On the other hand, Caesar leverages its import brand reputation and quick- to- market innovation ability to attract the mid/low end customers.

書名頁 ………………………………………………………………………………i
審定書 ………………………………………………………………………………ii
授權書 ……………………………………………………………………………iii
中文摘要 …………………………………………………………………………… vi
英文摘要 ………………………………………………………………………… vii
目錄 …………………………………………………………………………………ix
表目錄 ……………………………………………………………………………… x
圖目錄 ……………………………………………………………………………… xi
第一章 緒論 ……………………………………………………………………… 1
第一節 研究動機……………………………………………………………… 1
第二節 研究目的 ……………………………………………………………… 3
第三節 研究流程 ……………………………………………………………… 4
第二章 文獻回顧…………………………………………………………………… 7
第一節 策略…………………………………………………………………… 7
第二節 競爭策略……………………………………………………………… 9
第三節 行銷策略……………………………………………………………… 15
第四節 品牌策略……………………………………………………………… 16
第三章 研究方法………………………………………………………………… 20
第一節 研究方法……………………………………………………………… 20
第二節 個案研究設計………………………………………………………… 22
第三節 訪談對象與提綱……………………………………………………… 24
第四章 個案公司介紹與研究結果分析………………………………………… 25
第一節 台灣衛浴產業現況…………………………………………………… 25
第二節 競爭策略……………………………………………………………… 41
第三節 行銷策綠……………………………………………………………… 43
第四節 品牌策略……………………………………………………………… 45
第五章 研究結論與建議………………………………………………………… 47
第一節 研究結論……………………………………………………………… 47
第二節 後續研究與建議………………………………………………………48
參考文獻………………………………………………………………………………49

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