Rejuvenating wood carving industry in Taiwan Sanyi： A perspective of strategic management

This research aimed at providing suggestions to rejuvenate the wood carving industry in Taiwan Sanyi. The authors conducted interviews with representative store keepers and sculptors to gain industrial insights, and applied the strategic matrix analysis developed by Dr. Seetoo to examine industrial conditions and formulate strategic suggestions for wood carving companies. The industry was found lack of market orientation, which was considered as the critical factor of the long term depression. However, a market of tourism for nostalgic and cultural experience started developing in the near area, providing opportunities for Sanyi wood carving industry to recover. The main suggestions the authors made are （1） restructuring the product scope to respond to the market, and （2） branding with resorts in near area.