Research on Marketing Strategy of Innovative Furniture Design Service

• Main Authors: Chen, Li-Chou, 陳麗州
• Other Authors: 詹文男
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/yr3qde

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 107 === Taiwan’s furniture industry has changed constantly. In the past years, consumers mainly shopped by physical channels, such as on furniture streets or some clusters. Nowadays, consumers have various choices, especially they can choose what they want from the physical stores and navigate in the online world. To face the severe competition among the furniture industry, how to create innovative business strategies to attract customers will be a key factor to survive for furniture vendors. In the recent years, virtual reality technology has become more and more mature, in this case, we want to discuss about if we can apply virtual reality technology to the furniture industry, and will it make a hit to cooperate with construction companies and real estate marketing agencies and disrupt the traditional marketing ways? In this study, we interviewed several managers of furniture companies, construction companies, and real estate marketing agencies to better understand innovative design services of A Company. In addition, we segment, target, position the market and customers, then we apply STP model and 7P model to analyze A company’s marketing strategy.