台灣婚紗攝影禮服產業競爭分析

Competition Analysis of Wedding Dresses Industry in Taiwan

陳建興(C. H. Chen) ； 簡靖芸(C. Y. Chen) ； 趙映晴(Y. C. Chao)

《華岡紡織期刊》 21卷3期 (2014/09) Pp. 133-141

摘要

台灣偏低的結婚率對婚紗攝影禮服產業深具影響，攝影禮服公司依據本身特色，推出最佳經營策略，希望能在競爭激烈的市場，吸引消費者的青睞，希冀能持續成長，永續經營。但產業內廠商的競爭激烈，為了在利基市場獲取有限的資源，更要了解整個產業的競爭態勢。本研究擬以關鍵成功因素分析、五力分析、策略群組分析、生命週期分析、及訪談等研究工具，探討婚紗產業的現況及趨勢。研究結果有助於釐清婚紗產業未來的發展方向，找出影響產業發展的因素，進而提出解決婚紗攝影禮服產業市場日漸萎縮的對策。

關鍵字

婚紗攝影 ； 婚紗衣服 ； 結婚率

並列摘要

Taiwan's low marriage rate is influenced on the wedding dress industry. Wedding dresses company based on its own characteristics. The best strategies have launched. Hoping be able to continue to grow and sustainable. The intense competition was within the industry vendors. The niche market has limited resources. The best strategies have understood the competitive situation of the industry. This study was analysis by key successful factors, five forces, life cycle, strategic group and deep interview. We investigate the current situation and trends of the wedding industry. The results help to clarify the future direction of the wedding industry and identify the factors affecting industrial development. It is propose solutions to industrial markets shrinking.

並列關鍵字

wedding photography ； wedding dress ； marriage rate