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https://nccur.lib.nccu.edu.tw/handle/140.119/99779
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| Title: | 婚紗攝影行銷策略之探討－以T公司為例
On marketing strategies of wedding photography – a case study of T, a wedding studio |
| Authors: | 陳淑然
Chen, Shu Jan |
| Contributors: | 季延平
陳淑然
Chen, Shu Jan |
| Keywords: | 婚紗攝影
客製化服務
體驗行銷
Wedding Photography
Customized Service
Experiential Marketing |
| Date: | 2016 |
| Issue Date: | 2016-08-09 10:47:28 (UTC+8) |
| Abstract: | 台灣婚紗攝影產業面臨國內人口結構改變、結婚人數降低、結婚年齡遞延、數位化手機和相機普及等，造成專業婚紗攝影的需求降低，競爭激烈；而婚紗攝影平台是為新人與婚紗攝影業者提供專業的室內與戶外婚紗攝影場景，免除新人與婚紗攝影業者於拍攝期間的舟車勞頓與諸多不便。
本研究的目的在探討台灣婚紗攝影產業發展趨勢及市場規模經濟價值、婚紗攝影平台的趨勢、攝影平台的商業模式與行銷策略，透過個案的深度訪談與相關文獻的探討，藉由婚紗攝影客製化分析、行銷策略分析、五力分析、SWOT分析、競爭策略分析等，找出個案公司的優點與缺點。本研究期望婚紗攝影業者能加強運用客製化服務與體驗行銷、品牌行銷，創造更多的差異、更高的價值、更優質的服務；同時與婚紗攝影相關業者或結婚市場價值鏈業者結盟合作，為婚紗攝影帶來新氣象，以達永續經營之目標。
With declining demand, wedding photography market in Taiwan is facing increasing competition due to a number of factors: the change in demography, fewer people to get married, marriage delayed to later age, and the prevalence of smart phones (or digital cameras). Wedding photography platform serves to offer both in-studio and outdoor shoot, saving couples and photographers a lot of inconveniences and time-consuming trips.
The research is designed to examine the trends and market size of Taiwan’s wedding photography, analyzing the business models and marketing strategies of wedding photography platform. Through interviews and literature reviews, the customization, marketing strategies, five power, SWOT and competition approaches associated with the photography platform are revealed, presenting the strengths and weakness of the company in question. The paper is aimed to help wedding photographers make better use of customized service, experiential marketing and brand marketing to create greater value. Also, cooperation with wedding-related industries is needed to pave the way for innovation and sustainability of the business. |
| Reference: | 中文部分
1.方世榮譯，Philip Kotler著，1995年，行銷管理學 -分析，計劃，執行與控制，2版，東華出版社。
2.邱文科(2004年)，台北市婚紗攝影業經營策略之研究，元智大學碩士學位論文。
3.何文兵(2009年)，廈門婚紗影樓的藍海戰略思考，廈門大學碩士學位論文。
4.季志毅(2008年)，基於顧客需求的婚紗攝影行業個性化策略研究-以寧波凱地婚紗攝影為例，浙江大學EMBA學位論文。
5.徐世同編譯，Kevin Lane Keller著，2014年，策略品牌管理，4版，華泰出版社。
6.黃小常(2010年)，索愛羅門婚紗攝影公司企業文化改進研究，中南大學碩士學位論文。
7.張艷(2009年)，中小型婚紗攝影企業的品牌行銷研究，北京郵電大學碩士學位論文。
8.駱少康譯，Philip Kotler、Kevin Lane Keller著，2013年，行銷管理學，14版，東華出版社。
英文部分
1.Bernd H.Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate, Free Press, 1999.
2.B.Joseph Pine II and James H. Gilmore, The Experience Economy, Updated Edition, Harvard Business Review Press, 2011. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
103932073 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103932073 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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Files in This Item:
| File |
Size | Format | |
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| 207301.pdf | 2945Kb | Adobe PDF2 | 334 | View/Open |
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