本文探討由於台灣生率與結婚率降低，造成婚紗產業市場日漸萎縮，希望能在競爭婚紗產業中找到永續經營方向，婚紗展覽在婚紗產業占有很重要價值可整合與串鏈供應鏈結合，為婚紗產業共創出未來發展方向，在競爭婚紗攝影市場現況，剖析消費者對於婚紗攝影產業消費行為影響最重要的是訊息來源，找出市場中合適的經營策略，婚紗展可以快速反應消費者即時回饋婚紗產業消費者對於市場青睞與現今拍攝設備上與技術上取得市場資訊優勢與價值，主張企業應價值活動上取得獨特性與取捨，創造實現定位與價值策略。
本研究方法是以SWOT為基礎及產業五力分析，透過文獻分析收集及訪談方式進行各種策略歸納。產品的差異化、創新主動、建立品牌優勢及建立顧客價值。運用以上策略建立出企業的運營方向，本研究競爭策略模式之間的關係，從中蒐集個案資料了解市場內在與外在優勢與競爭環境作為此研究架構，從研究個案資訊基礎進行了解個案公司，期盼可從個案分析出市場方能得到最佳的經營策略，對於婚紗攝影相關產業尋求找出對企業運營最佳的商業模式。

This paper discusses that the wedding dress industry market is shrinking due to the decrease of birth rate and marriage rate in Taiwan. It is hoped that a sustainable business direction can be found in the competitive wedding dress industry. The wedding dress exhibition can integrate the supply chain of the wedding dress industry and create a future development direction for the wedding dress industry. In the current situation of the competitive wedding photography market, the most important thing to analyze the influence of consumers on the consumption behavior of the wedding photography industry is the source of information, and find out the appropriate business strategy in the market. The wedding exhibition can quickly respond to consumers and give immediate feedback to the wedding industry. Nowadays, the advantages and value of market information are obtained in filming equipment and technology, and it is advocated that enterprises should obtain uniqueness and trade-offs in value activities, and create and realize positioning and value strategies.
This research method is based on SWOT and industry five forces analysis, and summarizes various strategies through literature analysis, collection and interviews. Product differentiation, innovation initiative, building brand advantage and building customer value. Use the above strategies to establish the operation direction of the company. This research studies the relationship between competitive strategy models, collects case data to understand the internal and external advantages of the market and the competitive environment as this research framework, and understands the case company from the research case information. We hope that we can get the best business strategy by analyzing the market from individual cases, and seek to find the best business model for the operation of the wedding photography related industries.

目錄
論文審定書………………….……………….………………….…..………………i
誌謝...………………………….………………………………….…….…………..ii
中文摘要……………………………………………………….…………….....….iii
英文摘要..................................……………………………………….………..…..iv
目錄...........................................................................................................................vi
圖次.........................................................................................................................viii
第一章 緒論………………......................................................................................1
第一節 研究背影與動機…...................................................................................1
第二節 研究目的...................................................................................................2
第三節 研究流程...................................................................................................3
第二章 文獻探討……...............................................................................................5
第一節 產業五力分析..........................................................................................5
第二節 SWOT分析..............................................................................................7
第三節 策略定位...................................................................................................9
第三章 研究設計.....................................................................................................11
第一節 研究架構..................................................................................................11
第二節 研究步驟.................................................................................................12
第三節 研究方法分析 ........................................................................................12
第四章 產業與個案介紹轉型策略.........................................................................19
第一節 展覽產業簡介........................................................................................19
第二節 展覽產業現況........................................................................................26
第三節 個案簡介................................................................................................28
第五章 個案分析.....................................................................................................32
第一節 個案公司五力分析.................................................................................32
第二節 個案公司資源分析.................................................................................34
第三節 個案公司SWOT分析............................................................................36
第四節 個案公司 策略定位................................................................................40
第五節 個案公司 競爭策略與優勢....................................................................42
第六節 個案公司 經營發展策略建議................................................................45
第六章 結論與建議.................................................................................................46
第一節 結論...........................................................................................................46
第二節 對個案建議...............................................................................................47
第三節 研究限制與未來研究方向.......................................................................47
第四節 管理意涵....................................................................................................48
參考文獻..................................................................................................................49

一、中文
方至民（2017）。策略管理：建立企業永續競爭力。新北市：前程文化。
方至民、鐘憲瑞（2008）。策略管理。新北市：前程文化。
薛義誠(2008)。策略規劃與管理。台北市：雙葉書廊。
五力分析由麥可．波特(Michael Porter)於1980年提出。它是分析某一產業結構與競爭對手的一種工具。
萬文隆(2004﹚。深度訪談在質性研究中的應用。生活科技教育，37(4)，17-23。
Betz(1993) 創新分為三大類:1.產品創新 2.程序創新 3.服務創新。
Storey & Easingwood (1991)認為提供創新服務，更能增加消費者的購買意願。
促銷方式對購買意願: Hartley et al., (1988)和Quelch(1989)的研究指出：價格促。
柏雲昌(民2010)會議展覽產業發展，城市產業發展，頁1。
二、英文
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