| Abstract: | 近年來，粉末塗料的技術逐漸提高，但對粉末塗料行業的商業相關研究很少，如何在這個競爭激烈的紅海市場中生存也是一大課題。因此，與這個行業相關的競爭戰略、商業模式和行銷策略是相當重要的問題。本研究目的在於探討粉體塗裝產業在競爭環境之下，企業競爭策略、商業模式和行銷策略。具體而言，本研究使用策略管理與行銷管理分析方法，如五力分析、STP 策略、SWOT分析、商業模式九宮格、行銷7P之與個案公司相關之問題，並進行深度訪談。以研究者的身份來瞭解粉體塗裝個案內部對於競爭策略、行銷策略和商業模式的執行與規劃，並且進一步彙整訪談之結果，透過資料的分析來瞭解個案公司是如何在此競爭環境下生存，同時增加粉體塗裝產業在商業研究上之見解。建議粉體塗裝業應該加強關鍵活動、變更競爭策略、以及重視關鍵資源。
In recent years, there has been gradual improvement in powder coating technology. However, there is limited research on the business aspects of the powder coating industry, and surviving in this highly competitive market has become a major challenge. Therefore, understanding competitive strategies, business models, and marketing strategies relevant to this industry is of significant importance. The aim of this study is to explore the competitive strategies, business models, and marketing strategies of companies in the powder coating industry within the competitive environment. Specifically, this research utilizes strategic management and marketing management analysis methods such as Five Forces analysis, STP strategy, SWOT analysis, the Business Model Canvas, the 7Ps of marketing, and relevant issues specific to the case company. In-depth interviews are conducted to understand how the case company implements and plans competitive strategies, marketing strategies, and business models from the perspective of the researcher. The interview results are then analyzed to gain insights into how the case company survives in this competitive environment, thus contributing to the understanding of the powder coating industry in terms of business research. Based on the findings, it is recommended that the powder coating industry should strengthen key activities, consider changing competitive strategies, and prioritize key resource |
