古典傢俱JC品牌競爭力研究
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2018
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Abstract
古典傢俱代表經典、精緻與華奢，在現代生活中，人們不再追求單一的生活空間與佈置，而是能純粹的表達對美學的情感和代表自己的生活方式。西方古典傢俱源於古希臘、古羅馬時代，建築、藝術、繪畫、音樂都影響當時期的傢俱設計與風格。古典傢俱的語彙充滿傳統元素與造型，本研究從古典傢俱風格、古典傢俱材質、古典傢俱工藝、古典傢俱的藝術價值等方面完整融合陳述。
面對全球化的競爭下，古典傢俱如何繼續保持優勢、開拓新市場，不被其他傢俱風格所湮滅，是最重要的課題。研究者就古典傢俱品牌JC為例，並透過文獻法和訪談法研究JC個案競爭優勢。
首章為緒論包含研究動機、研究目的、研究範圍。第二章：文獻探討，探討古典傢俱源流及文化、形體、工藝和靈魂，古典傢俱藝術涵養的體認。以及SWOT、競爭優勢策略等文獻探討。第三章：研究方法。第四章：個案分析及研究發現。第五章：結論和建議。世界環境變化快速，JC如何面對市場供需壓力，提陳研究結論與建議。
(一)JC在各時期的分類：提出古典家具JC品牌十五項時期風格及代表品項，及極具辨識十系列特色傢俱；(二)JC品牌的行銷策略：彙整JC品牌五項行銷策略及四項方案；(三)JC品牌競爭力要項：JC品牌個案分析及SWOT分析，提陳競爭力七要項。並分別對JC品牌之SWOT分析行銷策略及後續研究者提陳建議。
希冀提供日後喜愛古典傢俱之參考依據，及傢俱生產業者有實質的建議與幫助。
關鍵字：古典傢俱、品牌、競爭優勢、SWOT
Classical furniture represents the classic, the exquisite and the luxury. In modern society, the sole pursuit of a living space and decoration no longer satisfy people. Instead we attempt to lead our own lifestyles, which could simply express our appreciation for beauty. Western classical furniture originates in ancient Greece and ancient Rome. Architecture, liberal arts, paintings, music were all factors that affect the furniture design and styles at their times. The terms of classical furniture are filled with traditional elements and forms. This study is a complete integration and illustration of classical furniture styles, materials, technics, and its art value. Under the pressure of the international competition, the most important issue is how to maintain the advantages of classical furniture and open up new markets without being annihilated by other furniture styles. The author takes JC, a classical furniture brand, as an example, and studies the competitive advantage of JC cases through literature and interviews. The first chapter includes research background, motivation, purpose, field. The second chapter：Document Analysis of source, culture, structure, craftsmanship, spirit, artistic comprehension of classical furniture, SWOT and Competitive Advantage. Chapter 3: Research method. Chapter 4: Case Analysis and Research Findings. Chapter 5：Conclusion and Suggestion. This thesis presents a complete analysis of how Jonathan Charles confronts the pressure in supply-demand market while the environment changing rapidly. (1) Classification of JC in each period: 15 styles and representative items of classical furniture JC brand, and highly distinctive 10 series of characteristic furniture; (2) Marketing strategy of JC brand: collecting JC’s five marketing strategies and four programs; (3) JC brand competitiveness items: JC case analysis and SWOT analysis, mentioning the seven key items of competitiveness and separately recommending the SWOT analysis marketing strategy and follow-up researchers of JC brand. I hope to provide reference for the classical furniture in the future, and furniture Manufacturer have substantial advice and help. Keywords：Classical furniture、Brand、Competitive Advantage、SWOT
Classical furniture represents the classic, the exquisite and the luxury. In modern society, the sole pursuit of a living space and decoration no longer satisfy people. Instead we attempt to lead our own lifestyles, which could simply express our appreciation for beauty. Western classical furniture originates in ancient Greece and ancient Rome. Architecture, liberal arts, paintings, music were all factors that affect the furniture design and styles at their times. The terms of classical furniture are filled with traditional elements and forms. This study is a complete integration and illustration of classical furniture styles, materials, technics, and its art value. Under the pressure of the international competition, the most important issue is how to maintain the advantages of classical furniture and open up new markets without being annihilated by other furniture styles. The author takes JC, a classical furniture brand, as an example, and studies the competitive advantage of JC cases through literature and interviews. The first chapter includes research background, motivation, purpose, field. The second chapter：Document Analysis of source, culture, structure, craftsmanship, spirit, artistic comprehension of classical furniture, SWOT and Competitive Advantage. Chapter 3: Research method. Chapter 4: Case Analysis and Research Findings. Chapter 5：Conclusion and Suggestion. This thesis presents a complete analysis of how Jonathan Charles confronts the pressure in supply-demand market while the environment changing rapidly. (1) Classification of JC in each period: 15 styles and representative items of classical furniture JC brand, and highly distinctive 10 series of characteristic furniture; (2) Marketing strategy of JC brand: collecting JC’s five marketing strategies and four programs; (3) JC brand competitiveness items: JC case analysis and SWOT analysis, mentioning the seven key items of competitiveness and separately recommending the SWOT analysis marketing strategy and follow-up researchers of JC brand. I hope to provide reference for the classical furniture in the future, and furniture Manufacturer have substantial advice and help. Keywords：Classical furniture、Brand、Competitive Advantage、SWOT
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古典傢俱, 品牌, 競爭優勢, SWOT, Classical furniture, Brand, Competitive Advantage, SWOT