婚紗美學行銷策略之創新研究

結婚是人生大事，由婚姻的活動可帶動許多相關產業，其中婚紗攝影產業的蓬勃發展是台灣獨步於全世界的商業特色。但近年來由於結婚對數的減少，和台灣經濟發展不佳的情況下，現今的婚紗產業競爭得非常激烈，壓縮了婚紗業者的穫利;加上少子化和晚婚現象使得婚紗攝影產業在未來的發展更會受到限制。台灣的婚紗業者為了增加競爭力，發展出許多經營管理的行銷策略。本論文則是從加強婚紗攝影產品的內涵著手，以歐洲十八世紀洛可可風格的藝術元素融入現在婚紗攝影的彩妝造型，實際創作出一種創新風格之婚紗造型，希望提出具體可行的產品以增加目前婚紗攝影產業的競爭力。最後由焦點團體訪談探討洛可可風格的創新婚紗在行銷策略上的問題，除此，也以焦點團體訪談探討婚紗攝影產業本身的經營問題。本論文的結論:洛可可風格的婚紗有異國風情、華麗又優雅、非常獨特有別於其他婚紗風格，尤其彩妝造型手法精緻、細膩度高，具有產品差異性。受訪者接受程度高，大多表示拍婚紗時會選用洛可可風格的婚紗。在建議上，洛可可風格的婚紗產品價位偏高，且消費者喜好多元，故只能專注經營在某一部分消費者。另外，也應開發其他不同的藝術元素來充實婚紗攝影的內涵。在經營管理上，1. 可能形成新的競爭者的是技術人材，如攝影師、彩妝造型師、業務門市人員;此外相關產業的美容彩妝業、婚宴餐飲業也可能會形成競爭的威脅。2.因為婚紗攝影已變成一種消費習慣，且禮服、彩妝、拍攝技術等問題會影響成果的品質，所以婚紗攝影目前難被取代。3.低成本策略，將省下來的成本回饋到消費者身上，減輕消費者負擔。例如減少不必要的廣告改以經營社群網路，專注在服務消費者，以形成口碑，帶動無形的廣告。4.差異化策略，從產品的禮服、裝潢、彩妝造型、攝影風格，人員服務、店面地點等不同方面要儘量做到有自己的特色。

關鍵字

婚紗攝影產業；焦點團體訪談；洛可可

並列摘要

Getting married is one of life's major events. Wedding-related activities involve many industries. The flourishing bridal photography industry, in Taiwan, in particular, is unparalleled in the world because of its unique characteristics. The reduced number of couples getting married and the unfavorable economy in Taiwan for the past few years, however, has made the competition in today's bridal photography industry very fierce. This has squeezed profits for business owners. The low birth rate and people getting married at an older age will only further restrict future developments for the industry. To increase their competitive advantages, business owners in Taiwan have come up with several management and marketing strategies. This paper focuses on reinforcing bridal photography products by combining elements of the 18th-century Rococo Art in the modern makeup style to create a new innovative bridal style. Hopefully, this can generate substantial and marketable products that will increase competitive advantages within the contemporary bridal photography industry. Focus group interviews were also conducted to explore the issues encountered in the marketing strategies for innovative wedding dresses of the Rococo style as well as management issues for the bridal photography industry itself. Conclusions reached in this paper include that Rococo wedding gowns differentiate themselves from other products with their exotic, luxurious, elegant, and very unique style. The required makeup technique, in particular, is highly exquisite and delicate to further contribute to product differentiation. Acceptance among the respondents was high. Most of them indicated that they would choose weddings dresses of the Rococo style. As Rococo wedding gowns are relatively pricy and in light of the diversified preferences among consumers, it is suggested to focus on only a certain portion of consumers. In addition, other distinctive artistic elements should be developed to enrich the contents of bridal photography. In terms of operation and management, the following points are explored. First, new competitors with technical talents such as photographers, makeup stylists, and sales clerks are likely to appear, and related businesses such as beauty salons and wedding banquet catering businesses can also become a threat. Second, bridal photography as a whole remains irreplaceable at present since it has become an ingrained consumption habit, and marketing issues such as wedding gowns, makeup, and photography techniques can all have an impact on business outcomes. Third, a low-cost strategy will help return savings to consumers to accordingly reduce the economic burden on their shoulders. Unnecessary advertisements, for example, may be reduced and replaced by an online community network to focus on serving the consumers and promotion through word of mouth. These are intangible advertisements. And fourth, differentiation strategies should be adopted to have exclusively unique products, including wedding gowns, interior decoration, makeup styles, photography styles, customer service, and the location of the shop.