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研究生:許閔惠 
研究生(外文):Min Huei Shiu
論文名稱:白紗與花朵的管理-飯店婚禮企劃服務初探
論文名稱(外文):The management of wedding gowns and flowers-An exploratory study of the wedding planning industry
指導教授:李力昌李力昌引用關係
指導教授(外文):Lichang Lee
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理系
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:136
中文關鍵詞:婚宴婚禮企劃口碑行銷專案管理
外文關鍵詞:wedding banquetwedding planningword-of-mouth marketingproject management
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本研究旨在探討「婚禮企劃」服務的整體經營狀況,並藉此推估未來的發展趨勢。研究方式採質化研究方法,以半結構式深度訪談法來探討八位婚禮企劃業者對於「婚禮企劃」的產業現況提出個人看法。研究者針對受訪對象進行深度訪談後,再將訪談資料與相關文獻做綜合性的分析探討。
研究結果發現,由於婚宴市場的高度競爭,許多業者認為「婚禮企劃」服務已是不可或缺的一項服務,現代消費者也因環境影響,喜歡求新求變,創新的婚禮企劃更能貼近顧客的需求;親子之間會因對於婚宴構想的差異而產生代溝,父母大多是希望婚宴是有的吃又有的拿的重「量」消費,子女則希望婚宴是浪漫、溫馨的重「質」消費。受訪者一致認為「口碑」是最有效的行銷方式,而將婚禮以專案管理的方式進行,則有助於婚禮流程的流暢度,並且可達到時間、人力、物力、財力上的最佳化;另外,研究發現經由產品差異化的延伸,可使婚禮朝向主題式、精緻化發展,補足顧客對於價格敏感度的差異。在未來將朝M型婚禮發展,婚禮形式簡單的趨於簡單,豐富的將更豐富。
This research aims to explore the current state of the“wedding planner”service, and to understand the future development of wedding planner market. Qualitative methodology is conducted for this study, we use semi-structured in-depth interview to collect data from eight wedding planning practitioner, in order to explore their personal views on the current status for wedding planning industry. Then comprehensive analysis of interview information and relative literature.
The results show that many practitioners think that wedding planning serving is already necessary service due to high competition of wedding banquet market. The modern consumers like innovation and change because of environmental impact, the creative wedding planning better meet customer needs. Between parent and child have generation gap because of the differences of the wedding banquet conception. Parents mostly emphasize “quantity”consumed of the wedding banquet is some to eat and get. And children emphasize “quality”consumed of the wedding banquet is romantic and sweet. All the interviewers consider “word-of-mouth” as the most efficient marketing tool. The wedding project management contribute to the fluency of the wedding process, and can have optimization of time, manpower, material resources and finance resources. Besides, this research discovers that by differentiating products, wedding can be more thematic and sophisticated. That can make up for the customers price sensitivity differences. We also find that in the future, the wedding pattern towards M-type wedding, the wedding form Simply became simpler, the rich more rich.
摘要 i
Abstract ii
表目錄 vi
圖目錄 vii
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究流程 6
1.4名詞釋義 7
二、文獻探討 9
2.1婚禮產業現況 9
2.1.1結婚市場規模 9
2.1.2婚宴產業 10
2.2台灣婚禮企劃服務之產業趨勢 14
2.3行銷企劃 18
2.3.1口碑行銷 19
2.3.2策略聯盟 24
2.4專案管理 31
三、研究方法與設計 43
3.1資料蒐集方法 43
3.1.1深度訪談法 43
3.1.2文獻資料分析法 44
3.2研究對象 46
3.3訪談大綱 47
3.4信度與效度 49
3.5資料分析 51
四、研究結果與分析 52
4.1婚禮企劃 52
4.1.1婚禮企劃的演進 52
4.1.2婚禮企劃服務內容 55
4.1.3飯店與婚宴會館之間的差異 60
4.1.4婚禮企劃存在之必要性 62
4.2婚禮市場計畫案的規劃、籌備與執行過程 66
4.2.1套裝組合的重要性 66
4.2.2婚禮企劃共識的達成 68
4.2.3婚禮企劃人員注意項目 71
4.2.4世代差異 74
4.3行銷企劃 76
4.3.1客製化服務 76
4.3.2口碑行銷的重要 80
4.3.3策略聯盟 82
4.4婚禮企劃人員應具備的能力與特質 87
4.4.1內涵素養與專業知識 87
4.4.2語言表達與溝通技巧 91
4.4.3自學能力與累積真實體驗 93
4.5婚禮做為一種專案管理 95
4.6困難、契機、展望 100
4.6.1執行婚禮企劃服務之困難 100
4.6.2婚禮企劃服務的影響契機 104
4.6.3婚禮市場之未來發展趨勢 109
五、結論與建議 112
5.1研究結論 112
5.2研究限制 115
5.3研究建議 116
參考文獻 119
一、中文文獻 119
二、英文文獻 121
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