新娘秘書之專業特質與成功關鍵因素之探討

Professional Characteristics and Important Factors of a Successful Wedding Planner

周子平 ； 王婉馨

《美容科技學刊》 7卷2期 (2010/06) Pp. 183-210

https://doi.org/10.30001/JIES.201006.0010

摘要

現代人結婚講求便利，在結婚當天希望有專屬的造型設計師到家中為新娘及其親友服務。本研究屬於質性研究，採用半結構式一對一訪談法，訪談對象為在職場上從事多年的新娘秘書，深入探討新娘秘書必須具備的條件、專業知識與技術、行銷手法、工作內容與專業特質，將其訪談內容的逐字稿經過整理、歸納與分析。
本研究之訪談結果顯示，成為新娘秘書要有相關行業的職場經驗，對美的事物要有高度的敏銳性，也要有彩妝、髮型設計、整體造型的專業技能、熟悉訂、結婚禮俗的專業知識。因此，一位成功的新娘秘書除了要有專業技巧及專業知識外，也需要經由口碑相傳、朋友介紹、架設網站以及與相關業界策略聯盟等行銷手法來拓展業務，除此之外，更應該自我推薦、不斷接受時尚資訊與專業技能學習，以滿足更多有此需求的消費者。

關鍵字

新娘秘書 ； 專業特質 ； 行銷手法 ； 質性研究

並列摘要

In modern days, brides prefer to have exclusive bridal designers to come to their home and offer personal services for them and their relatives on their wedding day. One-on-one interview was conducted and semi-structured interview questions were used to gain individual perceptions on being a bridal designer, the needs to be a successful designer and concerns about their future. The result indicated a successful bridal designer has to acquire related styling working experiences, to obtain sense of beautiful objects, to be familiar with Taiwan wedding etiquette, and to attain both knowledge and skills about make-up, hair design, and bridal apparels. One of the important business strategies to be able to stand out from other bridal designers is to create an attractive blog available online.
Further research is recommended based on the conclusions of this study. First, designing an advance train program and cultivation of professional image for bridal designers is suggested for a future study. Second, it's necessary for a bridal designer to know and understand different etiquette and custom among variety of areas in Taiwan. Thus, the investigation of the wedding etiquette and custom differences among Northern, Central, and Southern Taiwan is recommended as well.

並列關鍵字

bridal designers ； personal characteristics ； marketing strategy ； qualitative research

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