婚紗攝影工作室之服務設計研究－以安攝婚禮婚紗為例

隨著結婚人數呈現下降趨勢，以及市場的競爭者越來越多，婚紗攝影產業目前正面臨嚴重的價格競爭。該如何建立價格以外的競爭優勢，讓自己免於受到價格競爭的影響，本研究認為這是目前婚紗攝影業者最主要遇到的發展困境之一。然而，在過去婚紗攝影相關的文獻中，研究對象大多是以傳統婚紗公司為主，較少有文獻針對小型或個人的婚紗攝影工作室進行研究。因此，本研究以國內婚紗攝影工作室 Ansir Wedding Photography 安攝婚禮婚紗作為個案研究對象，希望以一個服務設計顧問的角色，探討研究對象目前的服務缺口，並針對服務缺口提供服務原型與商業模式上的建議。本研究以英國設計學會所提出的雙鑽石設計流程作為研究架構，並針對上述的研究問題，進行探索（Discover）、定義（Define）、發展（Develop）、執行（Deliver）四個階段的服務設計流程。透過資料的蒐集與分析，本研究將研究對象目前的服務缺口定義為以下兩個：第一個是無法有效率地與顧客進行溝通，另一個則是無法提供目標客群所需要的資源、風格與信任感。針對這兩個服務缺口，本研究先定義了具體的設計問題，並與業者針對問題共同發想設計項目。接著透過服務原型的呈現，本研究希望服務原型能夠幫助業者建立出品牌風格，並提升與顧客溝通的效率。同時，也幫助顧客獲得所需的資源，並對業者產生更多的信任。綜合整體調研與設計的結果，本研究以商業模式草圖來設計商業模式，並針對需求性（Desirability）、可行性（Feasibility）、存續性（Viability）三個面向進行全面的評估。最後，本研究建立了一套追蹤機制，讓服務原型與商業模式在執行後，可以持續地被驗證及修正。

關鍵字

婚紗攝影；服務設計；商業模式

並列摘要

With the declining trend in the number of marriages and the increasing number of competitors in the market, the wedding photography industry is facing furious price competitions. From this study perspective, how to establish a competitive advantage other than price to protect themselves from the impact of price competition, is one of the major problem in the development of wedding photography industry. However, in the past literature related to wedding photography, most of the subjects are traditional wedding companies, and little literature has focus on small or individual wedding photography studios. Therefore, this study takes Ansir Wedding Photography as a case study in order to explore the service gap of the case and provide the proposal of service prototype and business model as a service design consultant. This study takes Double Diamond developed by the British Design Council as the research framework and conducts four stages of service design process: Discover, Define, Develop, and Deliver. Through the collection and analysis of data, this study defines the service gap of the case as the following two: the first is the inability to communicate with customers efficiently, and the other is the inability to provide the resources, styles and trust for the target audience. For these two service gaps, this study first defined specific design issues, and jointly developed design projects for those issues. Then through the presentation of service prototype, this study hopes the prototype will help the case to not only establish a brand style and increase the efficiency of communication with customers, but provide the resources required by customers and make more trust to the case. Finally, as a result of the overall study, this study conducted a comprehensive risk assessment with business model canvas and established a tracking system to allow service prototypes and business models to be continuously validated and revised after implementation