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| 題名: | 光影紋繡經營策略之研究 |
| 其他題名: | Research on the Business Strategy of Facial Light and Shadow Tattoo |
| 作者: | 李采玲
LI, TSAI-LING |
| 貢獻者: | 企業管理學系管理科學碩博士班
范惟翔
FAN, WEI-SHANG |
| 關鍵詞: | 光影紋繡;技術創新;行銷策略;市場定位;管理策略
Light And Shadow Tattoo;Business Strategy;Marketing Strategy;Market Positioning;Management strategy |
| 日期: | 2021 |
| 上傳時間: | 2022-08-11 10:07:29 (UTC+8) |
| 摘要: | 2019年光影紋繡產業迅速崛起，紋繡的整體市場，還是處於上升階段。在市場的調節下，紋繡行業正走向規範化。從業人員已經達到了50萬人左右。隨著市場的自我調節，能堅持在紋繡行業發展下去的，一定是專業的，有規範的紋繡技術。 從平面眉眼唇技術發展至創新眉眼唇立體仿真高端技術，再結合光影明暗變化、加入素描明暗筆墨技巧、皮膚學、色彩學再加上化妝技術的結合，成為紋繡行業上的一大創新，但技術創新結合行銷策略，成為光影紋繡業者的挑戰之一。 在新消費網路趨勢影響下，紋繡在技術上占主導地位，所以在行銷理論以消費者導向為出發，4P轉換成4C，從消費者的觀點發展，本研究以「技術創新」、「行銷策略」、「市場定位」、「管理策略」主要針對消費者對於光影紋繡的技術創新及行銷策略進行研究，深入探討光影紋繡產業之優、劣勢及網路行銷和光影紋繡產業之產品及整體五官立體技術做更深入探討。根據研究結果對後續研究者提出建議，以供參考。 本研究透過深度訪談的方式，以及半結構式訪談方式進行訪談，探討台灣紋繡業立足30年以上的經驗，在紋繡教育與經營店家分別針對三家不同類型的業者及專家，在市場的「技術創新」、「行銷策略」、「市場定位」、「管理策略」有效提供經營方式及經驗和未來職場建議，讓光影紋繡業者之參考！
In 2019, the light and shadow tattoo industry has risen rapidly, and the overall market for tattoos is still on the rise. Under the regulation of the market, the tattoo industry is moving towards standardization. The number of employees in the industry has reached about 500,000. With the self-regulation of the market, those who can continue to develop in the tattoo industry must be professional and have standardized tattoo techniques. From flat brow, eye and lip technology to innovative high-end technology of brow, eye and lip stereo simulation Combining the light and shade changes, adding sketching light and dark pen and ink skills, dermatology, color science, and the combination of makeup technology, has become a major innovation in the tattoo industry. However, technical innovation combined with marketing strategies. It is the challenge of becoming a light and shadow tattoo industry. One. Under the influence of the new consumer network trend, Wenxiu dominates in technology. Therefore, the marketing theory is based on the consumer orientation. 4P is transformed into 4C. Development from the consumer's point of view. This research uses “technical innovation” and “Marketing Strategy”, “Market Positioning”, and “Management Strategy” mainly focus on consumer research on the technical innovation and marketing strategy of light and shadow tattoos, and in-depth discussion of the advantages and disadvantages of the light and shadow tattoo industry, as well as online marketing and products in the light and shadow tattoo industry. And the overall facial features three-dimensional technology to do a more in-depth discussion. Make suggestions to follow-up researchers based on the research results for reference This research conducted interviews through in-depth interviews and semi-structured interviews. Discuss Taiwan's tattoo industry based on more than 30 years of experience. In Wenxiu education and management stores, three different types of industry players and experts are respectively targeted at the market's “technical innovation”, “marketing strategy”, “market positioning”, and “management strategy” to effectively provide business methods and experience and advice on future workplaces. Let the light and shadow tattoo industry's reference! |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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