泰國家具零售通路之研究-以外銷家具公司為例

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Title:	泰國家具零售通路之研究-以外銷家具公司為例
Other Titles:	A Study on the Retail Channel of Furniture in Thailand - A Case Study of Export Furniture Company
Authors:	施惠珍 SHIH, HUI CHEN
Contributors:	許恩得 HSU, EN-TE 會計學系
Keywords:	泰國;家具;零售;通路佈局 Thailand;Furniture;Retail;Distribution Channel
Date:	2016
Issue Date:	2017-07-17T03:44:29Z (UTC)
Abstract:	泰國家具產業與鄰近的中國、越南、馬來西亞相比，外銷出口競爭力正在衰退中。但由於水患再加上政府推出首房購屋退稅政策與捷運興建，皆帶動房地產的蓬勃發展，家具也因此受惠。在外銷出口不利而內銷需求強勁的情況下，促成越來越多從事外銷出口的廠商，利用自身優勢與資源，投入內銷市場佈局。通路佈局中採取，直接零售通路與間接零售通路，兩者在通路佈局中有哪幾項共同因素？研究結果發現，有下列幾項共同的因素：(1)明確目標客群、(2)完整商品結構、(3)展店模式確立、(4)品牌形象塑造根據研究調查，高級室內家具適合採取直接通路模式，而高級戶外家具適合採取間接通路的模式。在泰國已經佈局內銷零售市場的外銷家具公司，發現他們佈局除了考慮通路階層外，依據室內/戶外家具公司，設定目標客戶不同，他們在通路佈局中差異如下：(1) 室內家具之「工程項目」為目標客戶主軸，展店模式-公司內部展示中心。商品結構-家具、家飾、寢具，整體搭配營造，但各自品牌。與設計師合作，塑造-通路品牌。(2) 室內家具之「零售消費者」為目標客戶主軸，展店模式-自設自營店，採取家居館模式。商品結構-家具、家飾、寢具有一致的品牌商標。以通路商角色，塑造-通路品牌。(3) 戶外家具之「工程項目」為目標客戶主軸，展店模式-公司內部展示中心。商品結構-自己生產家具為中心，配套商品因工程需求採取專案配套。產品獨特設計吸引設計師，塑造-產品品牌。III(4)戶外家具之「零售消費者」為目標客戶主軸，展店模式-自設自營店，但採取家具店的模式。商品結構-自己生產家具為主，附屬搭配少。產品設計獨特，國外獲獎吸引消費者，塑造-產品品牌。 Furniture is a product with the same functionality and high homogeneity and the competitive advantage of the product is in the distribution of retail channel.Research results show that: 1. Through the literatures relating to distribution of retail channel and interviews of distribution strategy several important items of shall be considered: (1) define target customers、(2) complete commodity structure、(3) build brand image、(4) establish the model of showroom, if the above factors have been taken into consideration during distribution of retail channel.Thailand has placed in domestic retail market of furniture export companies and found that their layout in addition to considering the channel class, according to the indoor/outdoor furniture company, set target at different customers, their differences in the path layout are as follows:(1) Indoor furniture project is the main focus of target customers, the exhibition store model - the company's indoor display center. The commodity structure of furniture, decoration and bedding are overall collocation, but each has their own brand. Cooperate with designers, shape the channel of brand.(2) Retailer customers of indoor furniture are the main focus of target customers, the exhibition store model – self set and self sell shop, adopt home museum model. The commodity structure of furniture, decoration, and bedding are from the same brand. Role as distributor and shape the channel of brand.(3) Outdoor furniture project is the main focus of target customers, the exhibition store model - the company's indoor display center. Commodity structure – own production of furniture as the center and adopt supporting commodity base on the needs of project. The product is delicately designed and attracts the designers, shape the production brand.V(4) Retailer customers of outdoor furniture are the main focus of target customers, the exhibition store model – self set and self sell shop, adopt furniture shop model. The commodity structure mainly adopts own brand furniture and the affiliated collocation is few. The product is delicately designed and attracts the foreign customers by obtaining foreign awards, shape the production brand.
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