|摘要: ||在競爭激烈的醫美保養品市場環境中，要獲得相對的競爭優勢，就必須設法提升經營效率與降低成本，並同時擴大市場占有率。Drucker (2004)曾對商業模式有過這樣的描述：「當今企業間的競爭，不是產品之間的競爭，而是商業模式之間的競爭」。在當前這種變化莫測的經營環境裡，該如何選擇適合自己的商業模式已經成為企業永續經營的關鍵。本研究主要在敘述個案公司(馨禾國際企業有限公司)的商業模式現況，並運用Osterwalder and Pigneur (2010)所提出的商業模式畫布(Business Model Canvas)，從目標客層、價值主張、通路、顧客關係、收益流、關鍵資源、關鍵活動、關鍵合作夥伴和成本結構等9大構成要素，了解個案公司的商業模式型態，並透過直接觀察和參與性觀察方式進行資料蒐集，根據分析結果剖析個案公司需改進的地方及提出個案公司未來可行性高的營運策略建議，以便提升其競爭優勢。|
In a highly competitive marketing environment of cosmeceutical products, to obtain the comparatively competitive advantage, we need to improve the operating efficiency and to reduce the costs, contemporarily to expand market share. Drucker (2004) indicated the business model as “Nowadays the competition between business is not the competition of products but the competition of business model”. Currently, due to the changing business environment, how to choose the own model has become the key for the sustainability. This thesis study about the business model of the XIN-WO International Enterprise Co., Ltd., based on the model that conducted by Osterwalder and Pigneur (2010) about the customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure with the 9 main elements. By understanding the business model of the company, also conducting data collection through direct and participant observation, the results are provided which indicate the issues that company need to improve and recommend the company''s future viable high operating strategy in order to enhance its competitive edge.