自 2020 年全球新冠疫情危機發生以來，全球經濟就長期地處於緩慢的復甦期，國
際貿易成長趨緩，近年來全球貿易額的增速基本都相當低，在全球經濟發展趨緩的
情況下，台灣中高階居家用品進口代理商進入中低速成長的階段。同時，對於台灣
中高階居家用品進口代理商而言，在內需不振的背景下，如何做好企業之策略轉型
升級，挖掘市場潛力，提升企業未來發展的潛力尤為重要。本研究首先分析了台灣
中高階居家用品進口代理商策略轉型升級的重要性；然後分析了 F 個案公司目前策
略轉型升級所面臨的困境；最後提出了 F 個案公司現在做策略轉型升級的策略與建
議。
本研究 針對 F 個案公司目前所面臨問題加以分析，並開展深入的企業策略轉型升
級之研究。本研究以 F 個案公司為研究對象，聚焦於 F 個案公司策略轉型方面的現
況及現在所面臨的困難，為 F 個案公司確立了目前符合其本身特色的策略轉型升級
由一般傳統中高階居家用品進口代理商的進口模式，向 O 2O 線上線下電商策略轉
型，為其確定了業務面及採購面的 垂直擴張 整體性策略轉型，制定了目前開展電商
自營平臺，和穩步地延伸過去既有業務的策略轉型案例。最後，本研究詳細地闡述
了執行目前策略轉型的執行案例。

Since the outbreak of the global new crown epidemic crisis in 2020, the global economy has been in a slow recovery period for a long time, and the growth of international trade has slowed down. In the recent years, the growth rate of global trade volume has been quite low basically. In the case of slowing global economic development, the mid-to-high-end household goods import agents in Taiwan have entered a stage of mid-to-low growth. At the same time, for the mid-to-high-end household goods import agents in Taiwan, it is particularly important to do a good job in the strategic transformation and upgrading of the company, tap the market potential, and enhance the potential of the company's future development under the background of sluggish domestic demand. This research analyzes the importance of the strategic transformation and upgrading of the mid- and high-end household goods import agents in Taiwan first; then analyzes the difficulties faced by the current strategic transformation and upgrading of the F case company; puts forward the current strategies of the F case company and recommendations for strategic transformation and upgrading finally.
This research analyzes the current problems faced by the F case company and conducts in-depth research on the transformation and upgrading of the corporate strategies. This research takes F Case Company as the research object, focuses on the current situation of F Case Company’s strategic transformation and the difficulties it is facing, and establishes the current strategy transformation and upgrading of the F Case Company in line with its own characteristics: from general traditional mid- to high-end household products. The import model of import agents has transformed into an O2O online and offline e-commerce strategy. It has determined the overall strategic transformation of the vertical integration of business and procurement, and formulated the current e-commerce self-operated platform, and extended the past steadily. There are cases of the business strategy transformation. this study elaborated on the implementation case of the current strategic transformation Finally.

一、 中文文獻
1.于佩琴(2014).室內設計的本質性:室內空間居家性之探討.中原大學室內設計研究所學位論文。
2.司徒達賢(2016)。策略管理新論-觀念架構與分析方法(三版)。台北：智勝文化事業有限公司。
3.司徒達賢(2005)，管理學的新世界，天下遠見文化。
4.吳曉晨(2007).應用TRIZ與Kano方法於居家生活產業之供應鏈創新.中興大學行銷學系所學位論文。
5.吳岱壎(2012).運用資料採礦技術於零售業之研究:以居家用品專賣店為例.臺北大學企業管理學系學位論文。
6.陳文亮、江雅媚(2010). 概念設計階段評選衛浴產品之研究.臺北科技大學學報,43(1),73-88。
7.黃建中(2018). 企業成長與策略轉型之個案研究.政治大學經營管理碩士學程(EMBA) 學位論文。
8.盧相瑞(2014). 台灣電子商務市場發展方向研究:居家生活用品為例.政治大學經營管理碩士學程(EMBA) 學位論文。
9.葉瑞龍(2018).智慧居家生活系統使用經驗之探討：以退休高齡者為例.暨南大學高階經營管理碩士學位學程學位論文。
10.鄔立宏(2019). 衛浴產業的南向策略:以台灣凱撒為例. 政治大學經營管理碩士學程(EMBA) 學位論文。
11.鍾政偉、邱紹一、邱素玲、胡秀媛(2011). 居家用品業客戶滿意度與忠誠度關係之研究:以特力和樂(HOLA)爲例.台北海洋技術學院學報, 4(1) ,80-103。
12.楊澄源(2016).居家用品批發商網路行銷通路之個案研究:以三輝股份有限公司為例.嶺東科技大學國際企業系碩士班學位論文。
13.劉純婷(2010). 體驗行銷、生活型態與品牌權益之間的關係:以居家用品店為例.政治大學企業管理研究所學位論文。
14.黃耀南(2012). 居家修繕及家飾用品零售業之經營模式探討:以特力屋零售事業群為例.清華大學高階主管經營管理碩士在職專班學位論文。
15.許宏榮（2001）.台北市居家用品商品印象與購買行為關係之研究.高雄第一科技大學行銷與流通管理研究所碩士論文。
16.鄧無畏(2015）.居家用品店客戶滿意度與忠誠度關析係之研究:以特立和樂為例. 中山管理評論,23(1),377-409。
二、英文文獻
1. Daniel ,M.& Michal ,I.N.,Dan,A.(2012).Bolstering and restoring feelings of competence via the IKEA effect.International Journal of Research in Marketing,290.
2. Hunt,M.S.(1972).Competition in the Major Home Appliance Industry, 1960-1970
.Doctoral Dissertation.Cambridge:Harvard University.
3. Lihra,T. & Buehlmann ,U.(2008).Mass customization of wood furniture as a competitive strategy.International Journal of Mass Customization,200~211.
4. Li,J.W. & Yu,J.(2013).The Logical Structure of the E-Commerce Platform Design and External Interfaces to Achieve of Online to Offline.E-Commerce Letters, 1~5.
5. Fang,G.(2018).The influence of brand culture on Enterprises: a case study of IKEA.Essays of the International Conference on Social Science and Management Innovation.
6. Wan,X.X.,Yi,L.P.,Dandan,L.(2014).Research on Comprehensive Evaluation of Network Marketing Performance in O2O Model-Measuring by GIOWA Operator.Journal of Electronic Commerce in Organizations(JECO),125.
7. Zhang & Boming (2012).Research on Furniture Company Development and Trend Analysis based on O2O E-commerce Model.Furniture & Interior Design, （11）.
8.Xue,Pei & Li(2014).Research on Comprehensive Evaluation of Network Marketing Performance in O2O Model-Measuring by GIOWA Operator.Journal of Electronic Commerce in Organizations(JECO),125.