|摘要: || 受到大環境影響，台灣男性和女性的平均結婚年齡有逐年提高的趨勢，此現象也間接導致台灣婚紗市場的競爭更加激烈，台灣社會受少子化的影響，使得結婚新人及雙方家庭對結婚之各種程序，尤其在婚紗禮服及攝影上的考慮或選擇更加慎重與重視。如何成功爭取客源並且在最少的成本下創造最大的收益，必須對於新人在婚紗攝影的喜好與選擇上有一定程度的了解與掌握，才能達到建立永續經營的目標，而婚紗禮服的客製化將會是未來婚紗市場的主要發展方向之一。|
There is a trend that the average age of getting married is rising annually under the impact of the social, political, and economic environment. The phenomenon indirectly leads to a more competitive market of Taiwanese wedding dress business. The newly-weds and their families from both sides deal cautionsly with the preparation of wedding ceremony, especially for the selection of the wedding dress and photography, due to the less number of the newly-wed couples each year in Taiwan recently. The business must know the preferences of the newly-weds on their wedding dress and photography well, so that she can attract the attention of the potential buyers to create her revenue. Thus, the custimization of the wedding dress and photography will be one major direction for future development. Consequently, customized wedding dress will be one of the mainstream in wedding dress factory in the future.
However, most wedding dress and photography business do not really provide products that either meet requirements of consumers or satisfy their preference. Therefore, the study aims to find out the optimization of the combination of wedding dress and photography product via the concept of Co-design and by Conjoint Analysis. Except for satisfying consumers’ preference and providing customized service, the dealers can also increase profits and customer satisfaction to avoid and reduce the potential risk of product development and innovation. For this purpose, the research takes advantage of interviews with professional businessmen, along with formulated first-stage questionnaire to look into the main attribute of wedding dress that consumers value, and then makes use of the concept of Co-design and employs Conjoint Analysis to calculate the extent of attention that interviewees pay to wedding dress of various attributes, collocate the number of samples from different attribute levels and conduct the second-stage questionnaire survey afterwards. In this stage, the survey is to discuss how much importance that consumers place on attribute of wedding dress¬ and find out the preference of students, segmentation variables as well as individual consumer for combinations of wedding dress products in order to be the reference for marketing.
The study concludes that the students (or newly-weds), in general, are sensitive to the price of the wedding dress. This result suggests that the price of wedding dress primarily determines the consumers’ preference. Also, the design, color, and level of comfort come in the second to be the considerations for wedding dress. Hence, when carrying out the service of co-design, we should readjust the price appropriately in terms of the targeted consumer groups. As for the design, color, and customized trimming, we should also aim at diverse consumers’ demands and provide consumers with more options. Finally, by applying the above adjustments, the dealer will be able to create the wedding dress fitting in with personal style in order to achieve the mutual benefit of dealers and consumers.