Publications-Theses
Article View/Open
Publication Export
-
Google ScholarTM
NCCU Library
Citation Infomation
Related Publications in TAIR
題名 水晶產品線上販售之商業模式研究
A study on the business model of online crystal product sales作者 楊昕宥
Yang, Hsin-Yo貢獻者 何富年
Ho, Foo-Nin
楊昕宥
Yang, Hsin-Yo關鍵詞 水晶產品
線上珠寶銷售
商業模式
台灣市場
電子商務
心靈銷售
Crystal Products
Online Jewelry Sales
Business Model
Taiwan Market
E-commerce
Wellness Retail日期 2025 上傳時間 1-Jul-2025 14:59:21 (UTC+8) 摘要 台灣的線上水晶產品市場正逐漸興起，這反映了當前在養生、靈性發展以及電子商務快速普及等更廣泛趨勢下的發展動向。預計2025年，台灣的珠寶市場將創造約31.3億美元的營收，並在2025至2029年間以年均複合成長率（CAGR）5.15%的速度增長。以人均計算，2025年每位台灣民眾在珠寶相關產品上的花費預計將達到約130.38美元。 在整體珠寶市場中，水晶產品正逐漸成為一個小眾但成長迅速的類別，其成長動力來自消費者對美感、靈性功效以及個人化禮品的興趣。台灣消費文化對寶石飾品—特別是玉石與珍珠—展現出高度接受度，也為水晶產品的市場發展提供了有利條件。 本論文探討在台灣市場推出線上水晶產品平台的可行性及其商業模式。研究內容包括市場環境、消費行為、數位零售趨勢以及競爭格局的全方位分析，同時亦深入評估創業投資、庫存來源、行銷策略與定價模式等關鍵營運要素。 初步研究結果顯示，透過線上渠道銷售水晶產品具有相當大的成長潛力，尤其是在重視身心健康的千禧世代與收藏族群之間。然而，若要確保長期獲利與企業永續經營，仍須策略性地因應幾項挑戰，包括：產品真偽的保證、品牌差異化的建立，以及物流與供應鏈管理的優化。
The online crystal product market in Taiwan is gaining momentum, reflecting broader trends in wellness, spirituality, and e-commerce adoption. In 2025, the jewelry market in Taiwan is projected to generate US$3.13 billion in revenue, with an expected annual growth rate (CAGR) of 5.15% between 2025 and 2029. Per capita, each person in Taiwan will contribute approximately US$130.38 in jewelry-related revenue in 2025. Among jewelry types, crystal products are emerging as a niche yet growing category, driven by consumer interest in aesthetics, metaphysical properties, and personalized gifting. Taiwan’s market also shows a cultural affinity for gemstone accessories—particularly jade and pearls—highlighting a receptive landscape for crystal-based offerings. This thesis investigates the feasibility and business model of launching an online crystal product platform in Taiwan. It includes a comprehensive analysis of the market environment, consumer behavior, digital retail trends, and competitive dynamics. The study explores critical operational factors such as startup investment, inventory sourcing, marketing strategies, and pricing models. Findings suggest a strong growth potential for crystal product sales through online channels, particularly among wellness-conscious millennials and collectors. However, challenges such as ensuring product authenticity, differentiating from competitors, and managing logistics must be strategically addressed to ensure profitability and sustainability.參考文獻 Statista. (n.d.). Jewelry - Taiwan. Statista. Retrieved June 21, 2025, from https://www.statista.com/outlook/cmo/accessories/watches-jewelry/jewelry/taiwan Taipei Times. (2019, June 21). The cost of fashion: Jewelry and the market. Taipei Times. https://www.taipeitimes.com/News/editorials/archives/2019/06/21/2003717301 Taiwan Panorama. (n.d.). The technology and determination of Taiwan—Taipei hosts the 2024 IEEE Joint Symposium. Taiwan Panorama. Retrieved June 21, 2025, from https://www.taiwan-panorama.com/en/Articles/Details?CatId=7&Guid=43c69f66-d0c2-4e79-be09-954532f2c04b MarketsandMarkets. (n.d.). Crystal oscillator market by type, mounting scheme, and application—Forecast to 2025. Retrieved June 21, 2025, from https://www.marketsandmarkets.com/Market-Reports/crystal-oscillator-market-943.html National Sun Yat-sen University (NSYSU). (n.d.). University announcements. Retrieved June 21, 2025, from https://www.nsysu.edu.tw/p/406-1000-314314%2Cr5187.php?Lang=en Taiwan News. (2024, March 6). Taiwan’s jewelry sector adapts to global trends. Taiwan News. https://www.taiwannews.com.tw/en/news/6074068 South China Morning Post (SCMP). (2024, March 27). Out of luck: How the global downturn took the shine off China’s crystal industry. https://www.scmp.com/economy/china-economy/article/3297792/out-luck-how-global-downturn-took-shine-chinas-crystal-industry DigiTimes. (2024, September 9). Largan Precision’s Taiwan subsidiary sees growth in SiC production. DigiTimes. https://www.digitimes.com/news/a20240909PD220/largan-precision-taiwan-subsidiary-sic-production-growth.html Happy Soul Crystals. (n.d.). Adapting to the future: 7 essential market trends for crystal entrepreneurs in 2025. Retrieved June 21, 2025, from https://happysoulcrystals.com/blogs/news/adapting-to-the-future-7-essential-market-trends-for-crystal-entrepreneurs-in-2025 Taiwan Crystals Science and Technology Co., Ltd. (TCST). (n.d.). About us. Retrieved June 21, 2025, from https://www.tcst.com.tw/home.jsp?lang=en China Market Research Reports (chinabgao.com). (n.d.). Jewelry industry report. Retrieved June 21, 2025, from https://big5.chinabgao.com/info/1251891.html National Digital Library of Theses and Dissertations in Taiwan (NDLTD). (2020). Thesis ID: 109NCCU5735096. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22109NCCU5735096%22.&searchmode=basic National Digital Library of Theses and Dissertations in Taiwan (NDLTD). (2022). Thesis ID: 111CYCU0221043. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22111CYCU0221043%22.&searchmode=basic Transparency Market Research. (n.d.). Spiritual and wellness products market—Global industry analysis and forecast. Retrieved June 21, 2025, from https://www.transparencymarketresearch.com/spiritual-and-wellness-products-market.html Shopee Taiwan. (n.d.). Shopee official website. Retrieved June 21, 2025, from https://shopee.tw 宋岷潔 [Sung, M.-C.]. (2023). 水晶消費者的購買行為：探索性研究 [The purchasing behavior of crystal consumers: Exploratory research] (Master’s thesis, National Chung Cheng University, Taiwan). National Digital Library of Theses and Dissertations in Taiwan. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22111CCU00121049%22.&searchmode=basic 張宏駿 [Cheong, W.-C.]. (2023). me time︰水晶新零售體驗 [Me time: New retail experiences of crystal] (Master’s thesis, Department of Interior Design, Chung Yuan Christian University, Taiwan). National Digital Library of Theses and Dissertations in Taiwan. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22111CYCU0221043%22.&searchmode=basic 宋世祥 [Sung, S.-H.]. (n.d.). 水晶如何在台灣民間變成風水物？ [How did crystals become Feng Shui objects in Taiwanese folk culture?]. Chinese Society of Anthropology of Taiwan. Retrieved June 21, 2025, from https://www.csat.org.tw/userfiles/宋世祥_正文_水晶如何在台灣民間變成風水物？.pdf Huang, Z.-H. (2021). Applications of data mining on sales of crystal products through social media live streaming: A case study of S Company (Master’s thesis, Graduate Institute of Business Management, National Chengchi University, Taiwan). NCCU Academic Hub. http://nccur.lib.nccu.edu.tw/handle/140.119/137177 Transparency Market Research. (2024). Crystal market: Global industry analysis, size, share, growth, trends, and forecast, 2024–2034. Retrieved June 21, 2025, from https://www.transparencymarketresearch.com/crystal-market.html Exactitude Consultancy. (2025, June 2). Crystal and oscillators market valued at $7.5 billion in 2024; expected to reach $11.2 billion by 2034 [Press release]. GlobeNewswire. https://www.globenewswire.com/news-release/2025/06/02/3092030/0/en/Crystal-and-Oscillators-Market-Valued-at-7-5-Billion-in-2024-Expected-to-Reach-11-2-Billion-by-2034-Exactitude-Consultancy.html Strategyzer. (n.d.). How to design a crystal clear business model canvas. Retrieved June 21, 2025, from https://www.strategyzer.com/library/how-to-design-a-crystal-clear-business-model-canvas ToCrystal. (n.d.). How to start a crystal business in 2024: Ultimate guide. Retrieved June 21, 2025, from https://tocrystal.com/blog/start-crystal-business/?srsltid=AfmBOooNQt8Nq0I6_v-mOHv6x9pWzaGeljex5CJdyFcc7wXFvdB8C6fq AskWonder. (n.d.). Crystal and gemstone market overview. Retrieved June 21, 2025, from https://askwonder.com/research/crystal-gemstone-market-overview-paonimacu Moonrise Crystals. (n.d.). Crystal quality chart: Understanding grades and value. Retrieved June 21, 2025, from https://moonrisecrystals.com/crystal-quality-chart/ 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933021資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111933021 資料類型 thesis dc.contributor.advisor 何富年 zh_TW dc.contributor.advisor Ho, Foo-Nin en_US dc.contributor.author (Authors) 楊昕宥 zh_TW dc.contributor.author (Authors) Yang, Hsin-Yo en_US dc.creator (作者) 楊昕宥 zh_TW dc.creator (作者) Yang, Hsin-Yo en_US dc.date (日期) 2025 en_US dc.date.accessioned 1-Jul-2025 14:59:21 (UTC+8) - dc.date.available 1-Jul-2025 14:59:21 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2025 14:59:21 (UTC+8) - dc.identifier (Other Identifiers) G0111933021 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157798 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 111933021 zh_TW dc.description.abstract (摘要) 台灣的線上水晶產品市場正逐漸興起，這反映了當前在養生、靈性發展以及電子商務快速普及等更廣泛趨勢下的發展動向。預計2025年，台灣的珠寶市場將創造約31.3億美元的營收，並在2025至2029年間以年均複合成長率（CAGR）5.15%的速度增長。以人均計算，2025年每位台灣民眾在珠寶相關產品上的花費預計將達到約130.38美元。 在整體珠寶市場中，水晶產品正逐漸成為一個小眾但成長迅速的類別，其成長動力來自消費者對美感、靈性功效以及個人化禮品的興趣。台灣消費文化對寶石飾品—特別是玉石與珍珠—展現出高度接受度，也為水晶產品的市場發展提供了有利條件。 本論文探討在台灣市場推出線上水晶產品平台的可行性及其商業模式。研究內容包括市場環境、消費行為、數位零售趨勢以及競爭格局的全方位分析，同時亦深入評估創業投資、庫存來源、行銷策略與定價模式等關鍵營運要素。 初步研究結果顯示，透過線上渠道銷售水晶產品具有相當大的成長潛力，尤其是在重視身心健康的千禧世代與收藏族群之間。然而，若要確保長期獲利與企業永續經營，仍須策略性地因應幾項挑戰，包括：產品真偽的保證、品牌差異化的建立，以及物流與供應鏈管理的優化。 zh_TW dc.description.abstract (摘要) The online crystal product market in Taiwan is gaining momentum, reflecting broader trends in wellness, spirituality, and e-commerce adoption. In 2025, the jewelry market in Taiwan is projected to generate US$3.13 billion in revenue, with an expected annual growth rate (CAGR) of 5.15% between 2025 and 2029. Per capita, each person in Taiwan will contribute approximately US$130.38 in jewelry-related revenue in 2025. Among jewelry types, crystal products are emerging as a niche yet growing category, driven by consumer interest in aesthetics, metaphysical properties, and personalized gifting. Taiwan’s market also shows a cultural affinity for gemstone accessories—particularly jade and pearls—highlighting a receptive landscape for crystal-based offerings. This thesis investigates the feasibility and business model of launching an online crystal product platform in Taiwan. It includes a comprehensive analysis of the market environment, consumer behavior, digital retail trends, and competitive dynamics. The study explores critical operational factors such as startup investment, inventory sourcing, marketing strategies, and pricing models. Findings suggest a strong growth potential for crystal product sales through online channels, particularly among wellness-conscious millennials and collectors. However, challenges such as ensuring product authenticity, differentiating from competitors, and managing logistics must be strategically addressed to ensure profitability and sustainability. en_US dc.description.tableofcontents 1. Executive Summary 1 2. Introduction & Company Background 2 2.1. Company Overview 2 2.1.1. Name and Logo of the Business 2 2.1.2. Mission 2 2.1.3. Vision 3 2.1.4. Goal of Business 3 2.2. Key to Success 3 2.2.1. The Growth of the Crystal in China 3 2.2.2. Spiritual and New Age Practitioners 4 2.2.3. Increasing Interest in Wellness 4 2.2.4. Versatility of Crystal Accessory 5 2.3. Brand Overview 5 2.4. Business Canvas 5 2.4.1. Customer Segments 6 2.4.2. Value Propositions 8 2.4.3. Channels 9 2.4.4. Customer Relationships 10 2.4.5. Key Partners 12 2.4.6. Key Activities 13 2.4.7. Key Resource 16 2.4.8. Cost Structure 17 3. Industry Analysis 18 3.1. The Industry of Crystal in The World 18 3.2. The Industry of Crystal in Taiwan 23 3.3. Porter's Five Force 27 3.3.1. Bargaining Power of Suppliers 27 3.3.2. Bargaining Power of Customers 28 3.3.3. Threats of New Entrants 28 3.3.4. Threats of Substitutes Products 29 3.3.5. Competitive Rivalry 29 4. Market Analysis 30 4.1. Market Situation 30 4.1.1. Spiritual Consumer Drive Health in The World 30 4.1.2. Consumption Trend in Taiwan Insight & Opportunities 32 4.2. Competitors Analysis 34 4.2.1. Direct Competitors 34 4.2.2. Indirect Competitors 36 4.2.3. Sustainable Advantage 37 4.2.4. Defense Against Fast Second Businesses 38 4.3. Market Research 40 4.3.1. Research Objectives 40 4.3.2. The Scope of Research 41 4.3.3. Research Result 42 4.4. SWOT 47 4.4.1. Strength 48 4.4.2. Weakness 49 4.4.3. Opportunity 49 4.4.4. Threat 50 5. Marketing Plan 51 5.1. STP Model 51 5.1.1. Segmentation 51 5.1.2. Targeting 54 5.1.3. Positioning 54 5.2. Marketing Mix Strategies 55 5.2.1. Product 55 5.2.2. Price 56 5.2.3. Place 56 5.2.4. Promotion 57 5.2.5. Influencer Marketing Plan 58 6. Operation Plan 59 6.1. Office Location 59 6.2. Operation Process 59 6.3. Analyze and Identify The Key Business Partners 60 6.3.1. Crystal Supplier -Taobao Vendor 61 6.3.2. Logistics Provider -T-Cat (黑貓宅急便) 61 6.3.3. Social Media Platforms-Instagram & Shopee 61 6.3.4. LINE(Customer Communication & Community) 61 7. Organization Management 62 7.1. Business Information 62 7.2. Organization Structure 63 7.3. Human Resource Planning 64 7.4. Employee Compensation Plan 66 8. Financial Analysis 67 8.1. Capital Investment 67 8.2. Revenue 67 8.3. Cost of Goods Sold 71 8.4. Operating Expenses 72 8.5. Forecasted Income Statement 73 9. Reference 75 10. Appendix 78 zh_TW dc.format.extent 2373592 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111933021 en_US dc.subject (關鍵詞) 水晶產品 zh_TW dc.subject (關鍵詞) 線上珠寶銷售 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 台灣市場 zh_TW dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) 心靈銷售 zh_TW dc.subject (關鍵詞) Crystal Products en_US dc.subject (關鍵詞) Online Jewelry Sales en_US dc.subject (關鍵詞) Business Model en_US dc.subject (關鍵詞) Taiwan Market en_US dc.subject (關鍵詞) E-commerce en_US dc.subject (關鍵詞) Wellness Retail en_US dc.title (題名) 水晶產品線上販售之商業模式研究 zh_TW dc.title (題名) A study on the business model of online crystal product sales en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Statista. (n.d.). Jewelry - Taiwan. Statista. Retrieved June 21, 2025, from https://www.statista.com/outlook/cmo/accessories/watches-jewelry/jewelry/taiwan Taipei Times. (2019, June 21). The cost of fashion: Jewelry and the market. Taipei Times. https://www.taipeitimes.com/News/editorials/archives/2019/06/21/2003717301 Taiwan Panorama. (n.d.). The technology and determination of Taiwan—Taipei hosts the 2024 IEEE Joint Symposium. Taiwan Panorama. Retrieved June 21, 2025, from https://www.taiwan-panorama.com/en/Articles/Details?CatId=7&Guid=43c69f66-d0c2-4e79-be09-954532f2c04b MarketsandMarkets. (n.d.). Crystal oscillator market by type, mounting scheme, and application—Forecast to 2025. Retrieved June 21, 2025, from https://www.marketsandmarkets.com/Market-Reports/crystal-oscillator-market-943.html National Sun Yat-sen University (NSYSU). (n.d.). University announcements. Retrieved June 21, 2025, from https://www.nsysu.edu.tw/p/406-1000-314314%2Cr5187.php?Lang=en Taiwan News. (2024, March 6). Taiwan’s jewelry sector adapts to global trends. Taiwan News. https://www.taiwannews.com.tw/en/news/6074068 South China Morning Post (SCMP). (2024, March 27). Out of luck: How the global downturn took the shine off China’s crystal industry. https://www.scmp.com/economy/china-economy/article/3297792/out-luck-how-global-downturn-took-shine-chinas-crystal-industry DigiTimes. (2024, September 9). Largan Precision’s Taiwan subsidiary sees growth in SiC production. DigiTimes. https://www.digitimes.com/news/a20240909PD220/largan-precision-taiwan-subsidiary-sic-production-growth.html Happy Soul Crystals. (n.d.). Adapting to the future: 7 essential market trends for crystal entrepreneurs in 2025. Retrieved June 21, 2025, from https://happysoulcrystals.com/blogs/news/adapting-to-the-future-7-essential-market-trends-for-crystal-entrepreneurs-in-2025 Taiwan Crystals Science and Technology Co., Ltd. (TCST). (n.d.). About us. Retrieved June 21, 2025, from https://www.tcst.com.tw/home.jsp?lang=en China Market Research Reports (chinabgao.com). (n.d.). Jewelry industry report. Retrieved June 21, 2025, from https://big5.chinabgao.com/info/1251891.html National Digital Library of Theses and Dissertations in Taiwan (NDLTD). (2020). Thesis ID: 109NCCU5735096. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22109NCCU5735096%22.&searchmode=basic National Digital Library of Theses and Dissertations in Taiwan (NDLTD). (2022). Thesis ID: 111CYCU0221043. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22111CYCU0221043%22.&searchmode=basic Transparency Market Research. (n.d.). Spiritual and wellness products market—Global industry analysis and forecast. Retrieved June 21, 2025, from https://www.transparencymarketresearch.com/spiritual-and-wellness-products-market.html Shopee Taiwan. (n.d.). Shopee official website. Retrieved June 21, 2025, from https://shopee.tw 宋岷潔 [Sung, M.-C.]. (2023). 水晶消費者的購買行為：探索性研究 [The purchasing behavior of crystal consumers: Exploratory research] (Master’s thesis, National Chung Cheng University, Taiwan). National Digital Library of Theses and Dissertations in Taiwan. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22111CCU00121049%22.&searchmode=basic 張宏駿 [Cheong, W.-C.]. (2023). me time︰水晶新零售體驗 [Me time: New retail experiences of crystal] (Master’s thesis, Department of Interior Design, Chung Yuan Christian University, Taiwan). National Digital Library of Theses and Dissertations in Taiwan. Retrieved June 21, 2025, from https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22111CYCU0221043%22.&searchmode=basic 宋世祥 [Sung, S.-H.]. (n.d.). 水晶如何在台灣民間變成風水物？ [How did crystals become Feng Shui objects in Taiwanese folk culture?]. Chinese Society of Anthropology of Taiwan. Retrieved June 21, 2025, from https://www.csat.org.tw/userfiles/宋世祥_正文_水晶如何在台灣民間變成風水物？.pdf Huang, Z.-H. (2021). Applications of data mining on sales of crystal products through social media live streaming: A case study of S Company (Master’s thesis, Graduate Institute of Business Management, National Chengchi University, Taiwan). NCCU Academic Hub. http://nccur.lib.nccu.edu.tw/handle/140.119/137177 Transparency Market Research. (2024). Crystal market: Global industry analysis, size, share, growth, trends, and forecast, 2024–2034. Retrieved June 21, 2025, from https://www.transparencymarketresearch.com/crystal-market.html Exactitude Consultancy. (2025, June 2). Crystal and oscillators market valued at $7.5 billion in 2024; expected to reach $11.2 billion by 2034 [Press release]. GlobeNewswire. https://www.globenewswire.com/news-release/2025/06/02/3092030/0/en/Crystal-and-Oscillators-Market-Valued-at-7-5-Billion-in-2024-Expected-to-Reach-11-2-Billion-by-2034-Exactitude-Consultancy.html Strategyzer. (n.d.). How to design a crystal clear business model canvas. Retrieved June 21, 2025, from https://www.strategyzer.com/library/how-to-design-a-crystal-clear-business-model-canvas ToCrystal. (n.d.). How to start a crystal business in 2024: Ultimate guide. Retrieved June 21, 2025, from https://tocrystal.com/blog/start-crystal-business/?srsltid=AfmBOooNQt8Nq0I6_v-mOHv6x9pWzaGeljex5CJdyFcc7wXFvdB8C6fq AskWonder. (n.d.). Crystal and gemstone market overview. Retrieved June 21, 2025, from https://askwonder.com/research/crystal-gemstone-market-overview-paonimacu Moonrise Crystals. (n.d.). Crystal quality chart: Understanding grades and value. Retrieved June 21, 2025, from https://moonrisecrystals.com/crystal-quality-chart/ zh_TW
