專業音響設計規劃銷售業之經營困境與轉型方向

本研究旨在探討專業視聽環境（噪音防制）設計規劃、高級音響器材銷售及專業劇院視聽音響器材規劃的業者，面對當前的經營環境挑戰，以及可能的轉型方向。傳統專業音響銷售業面臨電子商務的經營環境競爭，數位串流多媒體音響、個人移動音響商品的多樣化，以及數位科技產品平價化等多方挑戰，加上消費者資訊來源的獲得、聆聽方式的改變、音樂軟體取得便利等等的因素，使得傳統的專業視聽音響業者面臨商機流失與市場挑戰。此外，電子商務交易平台的興起，使得專業音響銷售業遭遇前所未見的衝擊，也使得傳統專業視聽音響業面臨近三十年來經營模式的巨大改變。本研究應用多年的經營策略與專業經驗，針對當前市場動態及脈絡提供深入觀察。研究結果發現，當前的經營危機也是轉機。由於國人的生活水準提高，年輕一代對於視聽音響設備的需求較年老一代更高，正是傳統專業視聽音響業者的商機所在。本研究發現可以提供給獨立專業音響設計規劃銷售業者，作為未來企業經營轉型之參據。

關鍵字

專業音響設計規劃銷售業；經營困境；轉型方向

並列摘要

This study aims to explore the professional audio-visual environment (noise prevention) design planning, sales of advanced audio equipment and professional theater audio-visual equipment planning, facing the current business environment challenges, and possible transformation direction. The traditional professional audio sales industry encounters the competition of e-commerce business environment, the multi-multimedia audio, the diversification of personal mobile audio products, and the challenges from the varieties of digital technology products, as well as the consumers’ information acquisition and changes in listening methods, plus the convenience of getting music software that have made traditional professional audio-visual audio business entrepreneurs to deal with the tremendous changes on business opportunities loss and market challenges. In addition, the rise of e-commerce trading platforms has caused the professional audio sales industry to come across unprecedented impacts, and has also lead to a massive change in the business model of the industry that had never happened in the past 30 years. This research has applied long-term business strategy and professional experience to provide in-depth observations on current market dynamics and context. It is found that the present business crisis is also a turning point and the business opportunity of the industry due to the improvement of the standard of living, the younger generation has higher demand for audio-visual equipment than the older one. Findings of this study are able to serve as references for independent professional audio design planning and sales entrepreneurs for future business transformation.