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In the early period of time, decorating in Taiwan was generally known as wallpaper, carpets and plastic tiles sticking; home decor fabrics and leather mounting; curtains producing and assembling. With the increase of national income and requirements and demands of the quality of life , manufacture of curtains is not subordinate to decorating business but growing into an important industry, due to the development of technology and variety of products. Curtains are not only for shading and privacy but also becoming a crucial part of interior design on situation display.
Based on the development, operation style, and technological improvement of curtain industry in Taiwan over the past decades, the thesis focus on grasping the transition of curtains industry type and the current plight that curtains companies face, by interviewing senior managers. On the other hand, by the questionnaire from the consumers, we can gather the information about how do they use curtains, which curtains company they choose from, which factor they care about, and the configuration of products. By the analysis of information gathered from interviews and the questionnaire, it was suggested in order to meet customers' demands, curtains companies must be service-oriented: improving their professional competence and selling skills. Furthermore, we explore the pattern of the transition of curtain industry by using Michael Porter`s Five forces model and the competitive advantage. It is showed that the transition is mainly from separation to cooperation for narrowing down the space of negotiating prices. That is, by cooperating with manufacturers we can cut down the cost of products, and as a result increase the profit. Curtain companies can establish their own style by strategy of diversification, which is based on the interaction among markets, production, and technology.
From the thesis, we can know how consumers use curtains and the factors that customers care about most when purchasing the products so that curtains companies can fully meets customers’ demands and that competition among them is healthy or constructive. Therefore, companies will offer fine service to consumers and benefit from offering fine service in return.
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