| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 106 === Abstract
This study discusses the key successful factors for the operation of furniture stores based on case study method. Taiwan's furniture market is increasingly competitive. The changing taste and preference of customers have made furniture companies to redesign their marketing and servicing strategies. Because of product diversification including of imported brand furniture, consumers have more choices to select the furniture. The affordable and assembled retail branded furniture has also entered the market. It makes the domestic market increasingly competitive. The successful marketing strategy is the key to promote the sales of furniture company. Leaders must direct the company to follow the trend of furniture. Custom furniture can be classified as the product of niche market. How can a company create the competitive advantages and key successful factors in the customized furniture market? The company must cooperate with the upstream and downstream high-quality suppliers, work with industry-academic platform, and promote well-trained workers and designers. Company with innovative capability of designing furniture can enhance the ability of competitiveness. Therefore, it helps the industry upgrading as well as market size enlarging. Company can achieve the sustainability and also active the economic activities.
Keywords: Customization, Operations in Furniture Industry, Strategy, Innovative Products
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