鋼琴在台灣市場發展模式之研究

Abstract

台灣鋼琴市場正面臨巨大的風暴，因為經濟緩慢成長、低薪、少子女化、高房價、物價上漲...等因素，讓鋼琴銷售呈現崩盤式的潰敗。原有競爭優勢的流失，不得不使鋼琴業者重新思考未來的方向。目前的危機該如何去面對？該用什麼方法去化解？實為鋼琴業者的當務之急。 個案中的A公司，改進音樂教室的缺失，並與鋼琴家教的利潤結合，打破傳統招生方式，主動尋找客源，6年多來己有5.000名的客戶被其吸收；另A公司以數位（電）鋼琴為行銷工具，致使鋼琴銷售雪上加霜。將A公司的行銷模式文獻中的動態競爭策略理論，行銷策略6P、核心能力及深度訪談，加以分析A公司的行銷手法，理出一套新的行銷模式，來為日漸低迷的鋼琴市場打一支強心劑，由研究發現台灣鋼琴市場成長，外在是隨政治及經濟發展有著密切的關係，內在除了消費習慣改變之外，即是廉價租琴公司及A公司的家教行銷，搶走大量客源，致使鋼琴銷售受到更嚴重打擊。 本研究將租琴公司及A公司的缺失改進、優點保留，透過網路行銷平台，演化成最佳的行銷模式，提升鋼琴市場發展，並達成客戶、鋼琴老師、業者平台三贏的局面，而形成一個價值網路。The piano market in Taiwan nowadays is facing a huge whirling storm due to negative factors including the tardy development of economy, low salary and income, low-birth rate, high property prices, and price increases of general household goods and food, etc. These factors have severely crashed down the sales of pianos. The diminished original competitive strength has forced the piano dealers to reconsider the strategy and countermeasure in terms of their marketing orientation: how to response and react to the current crisis? What kind of method should be employed to resolve the urgent issues? These are some difficult issues which need prioritized responses.

The resolution figured out by company A in the case, is to improve the weaknesses of their music classrooms and try to combine the profits gained from private tuitions: instead of continuing on adhering to the traditional enrolling method. it has actively exploited new customers, which is a significant breakthrough leading to an achievement of five thousands registrations in a six-year time. Furthermore, apart from abandoning the former marketing tool of digital piano (personal electronic piano) that has worsened the sales, company A attempts to develop a new set of selling tactics by means of analyzing primary marketing methods from the records of dynamic competition theory, marketing strategy 6P, core competencies, and in-depth interviews so as to, hopefully, motivate the morale of the depressed market. It is not difficult for the study to discover that the growth of Taiwanese piano market is intimately related to two aspects: the development of both politics and economy on the external, and the internal being not merely the change of consuming habit, but also the causes of low-cost piano rental companies' existence and company A's strategy of expanding private tuition, which has captured most of the customer base that seriously impacts the poor sales of the piano market.

In this research, we have evolved the best selling techniques to enhance the accomplishments in the piano market through adopting internet marketing platforms and modifying the deficiencies along with keeping the strengths of low-cost piano rental companies and company A. This eventually results in a multi win for the customers, piano teachers, and dealers.