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論文名稱(中文) 探索婚禮產業之綠色創新策略:顧客之服務期待觀點
論文名稱(英文) Exploring the Green Innovation Strategy in Wedding Industry: A Perspective from Customer Expectation of Service
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 103
學期 1
出版年 104
研究生(中文) 韓昕凌
研究生(英文) Hsin Ling Han
學號 PA6011070
學位類別 碩士
語文別 英文
論文頁數 153頁
口試委員 指導教授-楊佳翰
口試委員-張玉山
口試委員-林蕙玟
中文關鍵字 綠色創新  顧客服務期待  婚禮產業  分析層級程序法 
英文關鍵字 Green innovation  Customer service expectations  Wedding industry  Analytical Hierarchy Process 
學科別分類
中文摘要 綠色創新概念包含了從產品、流程、組織去落實減少人類對於環境的損害。然而回顧許多相關文獻,綠色創新多被應用在生產端等二級產業,卻鮮少從消費者觀點去挖掘綠色創新的元素。在台灣,環境的破壞不僅出自於製造業,更有近三成的比例來自於服務業,而婚禮產業正是服務業當中碳排放量第三的行業。有鑒於此,本研究針對婚禮產業,關注其在台灣市場發展綠色創新的可能性,並從消費者期望之需求端整合出應用於婚禮產業當中實踐綠色創新的發展策略。

本研究運用三階段的研究設計以提供欲致力於綠色創新的婚禮廠商指導方
針:在第一階段,本研究藉由十七家廠商與十對新人的深度訪談,以鑽石模型與價值鏈建構出產業態勢以及綠色婚禮的關鍵成功要素與可發展價值項目;第二階段,本研究以上一階段挑選的 10 對新人為研究對象,發放 AHP 問卷,從消費者觀點了解實行綠色婚禮價值項目的顧客偏好及原因;第三階段,本研究結合第一階段與第二階段的研究發現,以郭元益、心之芳庭及白屋三家公司進行個案研究。研究發現,婚禮廠商必須先界定自己的定位,再透過服務階段、資源擁有與否以及顧客偏好排名架構出一套作為即將跨入綠色婚禮的廠商或是致力於成為綠色婚禮整合者實踐綠色創新的行動方案,創造獨特的競爭優勢,為整個產業帶來新的樣貌與可能。
英文摘要 While green innovation has been extensively investigated for secondary industries, we seldom explore the new elements of green innovation from the perspective of the customer. In fact, in Taiwan, carbon dioxide is not only produced by manufacturing, but is also generated by service industries accounting for about 30%. Furthermore, the ranking of carbon dioxide in the wedding industry is the third highest among service industries. In light of this research gap, this research is concerned about the possibility of exploring green innovation in the wedding industry and determines the green innovation developmental process in the wedding industry from a customer perspective.

The research design, based on three-step approach, aims to provide an action plan by which firms can execute green innovation in the wedding industry. In the first stage, in-depth interviews were conducted with seventeen managers of service providers in the wedding industry and ten couples either one year before or after their weddings to delineate the industry structure and possible service categories. In the second stage, in order to clarify customer preferences, ten AHP questionnaires were
collected from couples as the first stage. In the third stage, the findings from previous stages were coordinated using case studies of wedding-related companies: Kuos, Moncoeur, and Bywood. The findings indicate that firms should identify their positions and then consider the stage of service, the current resources, and the ranking of customer preferences to illustrate developmental strategies for green innovation in the wedding industry.
論文目次 Abstract i
致謝 iii
Table of Contents iv
List of Figures viii
List of Tables viii
1. Introduction 01
1.1 Research Background 01
1.2 Research Motivation 02
1.3 Research Objectives 04
1.4 Research Questions 05
1.5 Research Structure 05
1.6 Research Flow 06
2. Literature Review 07
2.1 Innovation Pattern 08
2.1.1 Type of Innovation 08
2.1.2 Innovation Trajectory 11
2.2 Green Innovation 12
2.2.1 Context of Green Innovation 12
2.2.2 Category of Green Innovation 16
2.2.3 Current Development of Green Innovation 17
2.3 Customer Expectations of Service 18
2.3.1 Theory of Customer Expectation 18
2.3.2 Customer Relationship Orientation 19
2.4 Views of Industry Analysis in the Wedding Industry 20
2.4.1 Model of Industry Analysis 21
2.4.2 Resource-based View 23
2.4.3 Development of Wedding Industry 25
2.4.4 Industry Analysis in Wedding Industry 26
3. Methodology 32
3.1 Research Design 33
3.1.1 Research Concept 33
3.1.2 Research Target 34
3.1.3 Research Process 36
3.2 Research Method 38
3.2.1 Participant Observation 38
3.2.2 In-depth Interview 39
3.2.3 AHP Method 40
3.2.4 Case Study 44
3.2.5 Thematic Network Analysis 46
3.3 Data Collection 46
3.3.1 Sampling Method 48
3.3.2 Data Analysis 50
3.3.3 Reliability and Validity 52
4. Results 56
4.1 Sampling Analysis 56
4.1.1 Sampling from Industry 56
4.1.2 Sampling from Customers 61
4.2 Industry Analysis in Wedding Industry 62
4.2.1 Diamond Model of the Wedding Industry 63
4.2.2 Diamond Model of the Supporting Industry 70
4.3 Green Innovation in the Wedding Industry 75
4.3.1 Green Items from Industry Auditing 75
4.3.2 Green Items from Customer Selection 76
4.3.3 Summary of Green Items 79
4.4 Ranking of Green Innovation from Customer Expectations 83
4.4.1 Customer Expectations at Each Wedding Stage 83
4.4.2 Customer Expectations in Overall Wedding Process 85
4.5 Case Studies of Green Innovation in the Wedding Industry 87
4.5.1 Case Analysis of Kuos 89
4.5.2Case Analysis of Moncoeur 93
4.5.3 Case Analysis of Bywood 97
4.5.4Findings from Case Studies: Suggestion for Green 101
Innovation in the Wedding Industry
5. Discussion 103
5.1 Findings 103
5.1.1 Key Success Factors of Developing Green 103
Wedding
5.1.2 Green Wedding from Customer Expectations of 106
Service
5.1.3 Suggestion for Green Wedding Development Strategies 110
for Service Provider
5.2 Implications for Theory 112
5.3 Implications for Practice 114
5.4 Limitations 115
5.5 Suggestions for Further Study 116
6. Conclusions 119
Reference 123
Appendix A/Questions of In-depth Interview with Managers 132
Appendix B/Questions of In-depth Interview with Customers 133
Appendix C/Green Wedding Document in Interview and Questionnaire134
Appendix D/Process of Open Coding (Wedding Industry) 138
Appendix E/Process of Open Coding (Supporting Industry) 146
Appendix F/AHP Questionnaire 150
Appendix G/The Consistency Ratio of AHP method 153

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