| Summary: | 碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 101 === THESIS ABSTRACT
Executive MBA Program for NTU-Fudan Joint Program
College of Management
National Taiwan University
NAME：SHUN-YI CHEN MONTH/YEAR：JUNE, 2013
ADVISER：Ruey-Shan Guo
TITLE：
Taiwan home furnishing enterprises in product innovation and diversification of the development strategy research
Abstract
Home furnishing products and people''s daily life, reflecting the life level of people ''s quality, is the national top four consumer products, enter since twenty-first Century, our country home furnishing industry has developed into a full range, high professional level, high technology content of the important industry. But in recent years with the international and domestic competition, the enhancement enterprise development malpractice appearances as well as the impact of the financial crisis, home furnishing enterprise development bottleneck, in the industrial structure, consumption patterns, the market has certain problems, such situation is in urgent need of enterprise product innovation or change the marketing strategy. In home furnishing company product market situation and marketing environment, the home furnishing company product innovation and diversification of the development of marketing strategy are discussed.
In this paper the application of marketing strategy theories, in analyzes our country home furnishing company product innovation and diversification of the development of the environment on the basis of detailed analysis of the home furnishing, enterprises from the technology, products, service three respects undertake innovating, and suitable for home furnishing company product diversification and feasible marketing strategy. The home furnishing the rapid development of enterprises have great significance of theoretical guidance.
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