台北市婚紗攝影業經營策略之研究

A Study on the Management Strategy of Bridal Photography Industry in Taipei

邱文科(Wen-Ke Chiu)

指導教授 ： 尤克強 博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

摘 要
目前婚紗攝影業在台灣可謂進入高度成熟期，結婚對數不斷下滑、晚婚的趨勢、數位相機的普及化等因素，再再使得婚紗攝影公司經營困難、獲利甚低;加以經營業者眾且轉行不易，使得市場競爭異常激烈;因此如何從現有業者之經營策略彙整著手，提出應採取之經營策略未來走向而作為婚紗攝影業之參考，極為重要。
本研究欲透過婚紗攝影業的問卷調查及訪談、消費者行為之問卷調查、相關的次級資料收集和輔以個案研究，以對婚紗攝影業現況作詳盡之探討分析；再應用SWOT分析法及波特之五力分析法，以建立對於婚紗攝影業之全面認識，進而找出其競爭優勢及關鍵的成功因素；再對其經營策略之選擇與擬定進行探討。全文主要呈現為：
一、台北市婚紗攝影業現況分析：
根據婚紗攝影業及消費者行為之問卷調查與次級資料所得的婚紗攝影業現況，做出的分析整理。
二、台北市婚紗攝影業競爭力分析：
是對台北市婚紗攝影業作SWOT分析、五力分析、個案研究及訪談等方面之研究探討。
三、台北市婚紗攝影業經營策略分析與競爭策略研擬：
主要對台北市婚紗攝影業作經營策略分析、關鍵成功因素探討、競爭策略研擬及經營策略建議。
四、研究結論與建議：
說明本研究之發現與結論，並提出研究建議供業者作參考，並為後續研究者作更深入的探討。
總之期望透過本研究，使得業者能結合現有的資源，且改變經營方式來突破婚紗攝影業的困境，創造更高的價值、更好的服務品質、更強的企業競爭力，以期使此傳統產業可繼續在台灣永續經營及穩健發展。

關鍵字

經營策略 ； 競爭優勢 ； 競爭策略 ； 關鍵成功因素 ； 婚紗攝影

並列摘要

ABSTRACT
The bridal photography industry has been the highly mature industry in Taiwan. But nowadays it becomes hard to manage the bridal photography company and keep the profit due to the reasons that marriage per se decrease every year , the marrying age become more older than before and the digital cameras are already visible everywhere. There are so many competing bridal photography companies and furthermore they are also difficult to change or shift to another business , so that the competition is very drastic between them. It is important to categorize the management strategy of existing bridal photography companies and provide a better trend of management strategy for future use.
This research intends to investigate and analyze the present status of bridal photography industry in detail by focus interview and questionnaire survey of bridal photography companies , questionnaire survey of customer behavior , collection of second source data and case study in Taipei. Then I apply the SWOT analysis and five forces analysis of Michael E. Porter to fully understand the bridal photography industry. And then I try to find out the competitive advantage and key success factors of bridal photography industry. Finally , I explore the selection and drawing up of management strategy about this industry. This paper includes the following items：
1.The present status analysis of bridal photography industry in Taipei：
According to the questionnaire survey of bridal photography companies & customer behavior and second source data , I compile and analyze the present status of bridal photography industry.
2.The competition strength analysis of bridal photography industry in Taipei：
I explore the SWOT analysis and five forces analysis of bridal photography industry to understand the competition strength of bridal photography companies.
3.Analyzing the management strategy and drawing up the competitive strategy of bridal photography industry in Taipei：
The main purpose is to analyze the management strategy , explore the key success factors , draw up the competitive strategy and give suggestion about the management for bridal photography industry.
4.Conclusion and suggestion ：
I not only explain the discovery and conclusion of this research but also come up with a better suggestion and recommendation to the bridal photography industry and the follow-up researcher.
According to my research results , I wish bridal photography companies can combine all of the related resources and change the out-of-date management methods to solve the predicament. I also wish bridal photography companies will create a high value profit , provide a better service quality and increase competition strength. Let the traditional industry can be managed persistently and developed steadily in the future.

並列關鍵字

Management strategy ； Competitive advantage ； Competitive strategy ； Key success factor ； Bridal photography

參考文獻

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