建築修繕產業創新事業經營模式之研究

A STUDY ON INNOVATIVE BUSINESS MODELS OF REFURBISHMENT INDUSTRY

本文旨在深入分析修繕產業的各類事業經營模式之內涵，藉由文獻整理及12 家代表性廠商或修繕體系的深入訪談與資料蒐集，本文將修繕產業之經營模式分為四類：（1）傳統修繕公司、（2）強化品牌之修繕公司、（3）以直營發展連鎖之修繕體系、（4）以加盟發展連鎖之修繕體系。由價值鏈分析及事業經營模式之架構探究此產業的經營內涵、未來之發展趨勢及對修繕業者之建議，本研究認為修繕產業採連鎖體系經營可能成為一種市場潮流，並建議傳統修繕業者應在品牌塑造、物料供應、工務系統及策略聯盟等方面加強，以面對產業未來之發展趨勢及更激烈之競爭。

This study is to discover and analyze the business strategy of building refurbishment industry from the viewpoint of business model. By literature review and in-depth interviews on 12 representative refurbishment firms, five major value activities, such as marketing analysis, construction technology and management analysis, human resources management, customer relationship management, and chain-store management are analyzed. Four main business models in the industry are categorized, they are conventional model, new-brand model, regular-chain system, and franchise-chain system. The last three models are called innovative business models in this study since they have some innovations in business strategy. Facing fiercer market competition, more and more conventional firms could joint some chain-store system to create advantage for their business.