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題名 婚紗攝影工作室之服務設計研究－以安攝婚禮婚紗為例
The study of service design for wedding photography studio - A case study of Ansir wedding photography作者 曾仲平
Tseng, Chung-Ping貢獻者 溫肇東
曾仲平
Tseng, Chung-Ping關鍵詞 婚紗攝影
服務設計
商業模式
Wedding photography
Service design
Business model日期 2018 上傳時間 27-Jul-2018 12:56:38 (UTC+8) 摘要 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。
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參考文獻 【英文部分】Afuah, A., & Tucci, C. L. (2001). Internet business models and strategies: McGraw-Hill New York.Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic management journal, 22(6-7), 493-520.Brown, T. (2009). Change by design.Hamel, G., & Ruben, P. (2000). Leading the revolution (Vol. 286): Harvard Business School Press Boston, MA.Kimbell, L. (2011). Designing for service as one way of designing services.International Journal of Design, 5(2), 41-52.Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of service research, 7(1), 20-41.Lumpkin, G. T., & Dess, G. G. (2004). E-Business Strategies and Internet Business Models:: How the Internet Adds Value. Organizational dynamics, 33(2), 161-173.Mager, B. (2009). Service design as an emerging field. Designing services with innovative methods, 28-42.Magretta, J. (2002). Why business models matter. 86-92.Mahadevan, B. (2000). Business models for Internet-based e-commerce: An anatomy. California management review, 42(4), 55-69.McGrath, R. G., Mac Grath, R. G., & MacMillan, I. C. (2000). The entrepreneurial mindset: Strategies for continuously creating opportunity in an age of uncertainty (Vol. 284): Harvard Business Press.Moritz, S. (2005). Service Design. A practical access to an evolving field.Viitattu 2.9. 2014.Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models.Business horizons, 48(3), 199-207.Shostack, G. L. (1984). Designing Services That Deliver.Timmers, P. (1998). Business models for electronic markets. Electronic markets, 8(2), 3-8.Yin, R. K. (1994). Discovering the future of the case study. Method in evaluation research. Evaluation practice, 15(3), 283-290.Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. The Journal of Marketing, 33-46.【中文部分】李玉瑛. (2004). 裝扮新娘─ 當代台灣婚紗業的興起與發展歷史. 逢甲人文 社會學報, 8,183-217.李煉祥. (2011). 智慧型手機軟體商店之商業模式分析. 中央大學資訊管理學系碩士在職專班學位論文, 1-126.邱文科. (2004). 台北市婚紗攝影業經營策略之研究. 元智大學管理研究所學位論文, 1-145.邱志聖. (2010). 策略行銷分析-架構與實務應用 (三版), 台北市: 智勝文化.張忠謀. (2008). 2008 年誰最創新. (遠見雜誌).陳淑然. (2016). 婚紗攝影行銷策略之探討: 以 T 公司為例. 陳淑然.楊振甫, & 黃則佳. (2011). 打開服務設計的秘密: 臺灣創意設計中心出版.趙慧芬, 林潔盈, & 吳莉君. (2012). 設計的方法: 100 個分析難題, 跟成功商品取經, 讓設計更棒, 更好的有效方法 (原作者: Bruce Hanington, Bella Martin): 台北市: 原點出版.Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). 商業模式再創新. 哈佛商業評論 全球繁體中文版, December, 1-11.Osterwalder, A., & Pigneur, Y. (2010). 獲利世代 (尤傳莉譯). 台北市, 早安財經文化: 原著發行於.Stickdorn, M., Schneider, J., & 池熙璿. (2013). 這就是服務設計思考. 新北市= New Taipei City: 中國生產力= China Productivity Center.【網路資料】經濟部商業司. (2009, September). 結婚產業研究暨整合拓展計畫（草案）.Retrieved from http://idac.tier.org.tw/DFiles/20091023100711.pdf 維基百科. 台灣婚紗攝影. Retrieved from https://zh.wikipedia.org/wiki/台灣婚紗攝影 臺大創新設計學院學術小組. (2017). Rookie`s Guide 魯奇的設計思考工具書.Retrieved from https://drive.google.com/file/d/0B0sbkZN71AsGSnhUVVNFUjRQNDg/view Brooky. (2017). 免費的小公司記帳利器–Simpany 雲端帳簿. Retrieved from https://blog.simpany.co/bookkeeping-excel-for-small-business/ Fonteijn, M. (2008). One line of Service Design Retrieved from http://www.31v.nl/2008/03/one-line-of-service-design/ Gibbons, S. (2017, July 9). Service Design 101. Retrieved from https://www.nngroup.com/articles/service-design-101/ Kaplan, K. (2016). When and How to Create Customer Journey Maps.Retrieved from https://www.nngroup.com/articles/customer-journey-mapping/ LiveWorkService.(2010).Service Design.Retrieved from http://liveworkstudio.com/article/creating-customer-centred-organisations Megan Erin Miller, E. F. (2016). The difference between a journey map and a service blueprint.Retrieved from https://blog.practicalservicedesign.com/the-difference-between-a-journey-map- and-a-service-blueprint-31a6e24c4a6c Rappa, M. (2003). Business models on the web. Available at Managing the Digital Enterprise website: http://digitalenterprise/. org.Stark. (2016, August, 31). 現在還不是婚禮產業的谷底 ， 冰河時期正要到來！.Retrieved from https://support.weddingday.com.tw/145/現在還不是婚禮產業的谷底，冰河時期正要到來！/ Stark. (2017). 2017 年面臨行銷成本攀高與即將到來的少子化衝擊，婚禮人該如何是好？.Retrieved from https://support.weddingday.com.tw/177/2017 年面臨行銷成本攀高與即將到來的少子化衝擊/ UKDesignCouncil. (2010). What is service design. Retrieved from http://www.designcouncil.org.uk/about-design/Types-of-design/Service- design/What-is-service-design/UXLady. (2013). DIY User Personas. Retrieved from http://www.ux- lady.com/diy-user-personas/ 描述 碩士
國立政治大學
科技管理與智慧財產研究所
105364106資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105364106 資料類型 thesis dc.contributor.advisor 溫肇東 zh_TW dc.contributor.author (Authors) 曾仲平 zh_TW dc.contributor.author (Authors) Tseng, Chung-Ping en_US dc.creator (作者) 曾仲平 zh_TW dc.creator (作者) Tseng, Chung-Ping en_US dc.date (日期) 2018 en_US dc.date.accessioned 27-Jul-2018 12:56:38 (UTC+8) - dc.date.available 27-Jul-2018 12:56:38 (UTC+8) - dc.date.issued (上傳時間) 27-Jul-2018 12:56:38 (UTC+8) - dc.identifier (Other Identifiers) G0105364106 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118994 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 105364106 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (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 en_US dc.description.tableofcontents 目錄 IV表目錄 VI圖目錄 VII第壹章、緒論 1第一節、研究動機與目的 1第二節、研究流程 2第貳章、文獻探討 3第一節、婚紗攝影產業 3第二節、服務設計 14第三節、商業模式 20第參章、研究方法 24第一節、研究對象 24第二節、設計流程 26第肆章、調研結果與分析 32第一節、建立設計共識 32第二節、探索設計議題 32第三節、定義設計議題 39第四節、探索服務缺口 39第五節、定義服務缺口 42第伍章、服務原型之設計 43第一節、設計服務原型 43第二節、設計商業模式 58第三節、進行風險評估 62第四節、建立追蹤機制 65第陸章、結論與建議 67第一節、研究結論 67第二節、研究限制 69第三節、研究建議 70參考文獻 71附錄 76附錄一、問卷設計 76附錄二、訪談設計 81 zh_TW dc.format.extent 12398693 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105364106 en_US dc.subject (關鍵詞) 婚紗攝影 zh_TW dc.subject (關鍵詞) 服務設計 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) Wedding photography en_US dc.subject (關鍵詞) Service design en_US dc.subject (關鍵詞) Business model en_US dc.title (題名) 婚紗攝影工作室之服務設計研究－以安攝婚禮婚紗為例 zh_TW dc.title (題名) The study of service design for wedding photography studio - A case study of Ansir wedding photography en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 【英文部分】Afuah, A., & Tucci, C. L. (2001). Internet business models and strategies: McGraw-Hill New York.Amit, R., & Zott, C. (2001). Value creation in e-business. Strategic management journal, 22(6-7), 493-520.Brown, T. (2009). Change by design.Hamel, G., & Ruben, P. (2000). Leading the revolution (Vol. 286): Harvard Business School Press Boston, MA.Kimbell, L. (2011). Designing for service as one way of designing services.International Journal of Design, 5(2), 41-52.Lovelock, C., & Gummesson, E. (2004). Whither services marketing? In search of a new paradigm and fresh perspectives. Journal of service research, 7(1), 20-41.Lumpkin, G. T., & Dess, G. G. (2004). E-Business Strategies and Internet Business Models:: How the Internet Adds Value. Organizational dynamics, 33(2), 161-173.Mager, B. (2009). Service design as an emerging field. Designing services with innovative methods, 28-42.Magretta, J. (2002). Why business models matter. 86-92.Mahadevan, B. (2000). Business models for Internet-based e-commerce: An anatomy. California management review, 42(4), 55-69.McGrath, R. G., Mac Grath, R. G., & MacMillan, I. C. (2000). The entrepreneurial mindset: Strategies for continuously creating opportunity in an age of uncertainty (Vol. 284): Harvard Business Press.Moritz, S. (2005). Service Design. A practical access to an evolving field.Viitattu 2.9. 2014.Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models.Business horizons, 48(3), 199-207.Shostack, G. L. (1984). Designing Services That Deliver.Timmers, P. (1998). Business models for electronic markets. Electronic markets, 8(2), 3-8.Yin, R. K. (1994). Discovering the future of the case study. Method in evaluation research. Evaluation practice, 15(3), 283-290.Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. The Journal of Marketing, 33-46.【中文部分】李玉瑛. (2004). 裝扮新娘─ 當代台灣婚紗業的興起與發展歷史. 逢甲人文 社會學報, 8,183-217.李煉祥. (2011). 智慧型手機軟體商店之商業模式分析. 中央大學資訊管理學系碩士在職專班學位論文, 1-126.邱文科. (2004). 台北市婚紗攝影業經營策略之研究. 元智大學管理研究所學位論文, 1-145.邱志聖. (2010). 策略行銷分析-架構與實務應用 (三版), 台北市: 智勝文化.張忠謀. (2008). 2008 年誰最創新. (遠見雜誌).陳淑然. (2016). 婚紗攝影行銷策略之探討: 以 T 公司為例. 陳淑然.楊振甫, & 黃則佳. (2011). 打開服務設計的秘密: 臺灣創意設計中心出版.趙慧芬, 林潔盈, & 吳莉君. (2012). 設計的方法: 100 個分析難題, 跟成功商品取經, 讓設計更棒, 更好的有效方法 (原作者: Bruce Hanington, Bella Martin): 台北市: 原點出版.Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). 商業模式再創新. 哈佛商業評論 全球繁體中文版, December, 1-11.Osterwalder, A., & Pigneur, Y. (2010). 獲利世代 (尤傳莉譯). 台北市, 早安財經文化: 原著發行於.Stickdorn, M., Schneider, J., & 池熙璿. (2013). 這就是服務設計思考. 新北市= New Taipei City: 中國生產力= China Productivity Center.【網路資料】經濟部商業司. (2009, September). 結婚產業研究暨整合拓展計畫（草案）.Retrieved from http://idac.tier.org.tw/DFiles/20091023100711.pdf 維基百科. 台灣婚紗攝影. Retrieved from https://zh.wikipedia.org/wiki/台灣婚紗攝影 臺大創新設計學院學術小組. (2017). Rookie`s Guide 魯奇的設計思考工具書.Retrieved from https://drive.google.com/file/d/0B0sbkZN71AsGSnhUVVNFUjRQNDg/view Brooky. (2017). 免費的小公司記帳利器–Simpany 雲端帳簿. Retrieved from https://blog.simpany.co/bookkeeping-excel-for-small-business/ Fonteijn, M. (2008). One line of Service Design Retrieved from http://www.31v.nl/2008/03/one-line-of-service-design/ Gibbons, S. (2017, July 9). Service Design 101. Retrieved from https://www.nngroup.com/articles/service-design-101/ Kaplan, K. (2016). When and How to Create Customer Journey Maps.Retrieved from https://www.nngroup.com/articles/customer-journey-mapping/ LiveWorkService.(2010).Service Design.Retrieved from http://liveworkstudio.com/article/creating-customer-centred-organisations Megan Erin Miller, E. F. (2016). The difference between a journey map and a service blueprint.Retrieved from https://blog.practicalservicedesign.com/the-difference-between-a-journey-map- and-a-service-blueprint-31a6e24c4a6c Rappa, M. (2003). Business models on the web. Available at Managing the Digital Enterprise website: http://digitalenterprise/. org.Stark. 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