| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === PVC windows industry in Taiwan was introduced from Germany. After four decades of changes, the market was by the nineties heyday, and now is the most depressed period. Almost of owners were replaced, also the sales sliding. The harshest problem in Taiwan is the 〝market depression〞
This research is from the point of sale’s view, to study the market structure of Taiwan PVC windows industry. By in-depth interviewing with 6 enterprises, obtained factors of market structure, summarized and analyzed to find out the reason why market depression. According to the importance level of influences, summarize and identify problems, to provide enterprises overcoming difficulties.
The results found that changes of environments, higher requirements on product by living level improvement, but the step of PVC windows industry was stagnant for those past years, the most important is “product improvement”. Through the analysis of five competitive forces, threat of substitutes is very huge, almost to replace the original steel window market.
Results of this interview, there will be 3 efforts for future direction－diversity of window’s color, access to specific market by pricing strategy, delicate design of PVC windows. Currently, the diversity of color has been started, the next wave of competition in the market, will be launched….
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