近年來，因少子化及種種社會因素下，結婚人數日益減少，同時因疫情關係，新人無法直接與廠商直接接觸，致使婚禮產業從業相關業者受到巨大衝擊。新人的消費決策不再單純的受到廣告推薦，同時還會透過網際網路及各大社群平台搜尋相關的資訊及心得。
根據Google在的「2021 智慧消費關鍵報告」中指出，疫情強化了消費者對資訊的渴求，從產生需求到實際購買之前，消費者會在「搜尋」和「評估」兩種行為間來回反覆，形成「混沌歷程」。平均每位消費者會花費近4天才能做出決策，而每次探索或評估時平均會搜尋3次、並造訪12 個不同購物相關的網站或 App。因此本研究設計一個結合智能客服機器人的婚顧平台，協助新人更好地找到符合其需求的企業。
此外，網路資訊大幅成長及行動裝置的普及也改變了新人規劃婚禮的流程及內容，從傳統標準的婚禮流程，轉變為專屬每對新人客製化的需求，這大幅衝擊了相關從業者企業本身內部的應變能力，故本研究會透過專案管理的角度，協助新人及企業去共同完成一場婚禮。
本研究透過專案管理結合聊天機器人的概念，設計一個結合智能客服機器人婚禮顧問平台，透過對話自動化，客服機器人可以24小時待命，隨時與新人互動。一方面回答新人的問題、協助新人規劃婚禮，另一方面，描繪這位新人的用戶輪廓，了解新人常詢問的問題、他們的痛點，提供給企業做為下一波行銷策略、產品開發方向做準備。

In recent years, marriage rate has been declining due to various social factors, such as decreasing birth rate. In addition, direct contact between newlyweds and firms has been hindered by the COVID-19 pandemic, causing wedding-related businesses to be severely affected. Hence, consumption of newlyweds no longer depends on advertisements solely. Instead, consumption decisions will be made based on extensive research on the internet and multiple social media platforms beforehand.
According to the “2021 Smart Commerce Study” by Google, the pandemic has enhanced the demand for information for consumers. When turning a purchasing need into an actual purchase, consumers’ behavior alters between research and evaluation, forming a chaotic process. To complete a purchase, consumers on average spend 4 days, do 3 searches, and visit 12 different websites or applications. Therefore, this study aims to design a wedding consulting platform incorporated with smart customer service to assist newlyweds in discovering firms that better fit their needs.
Furthermore, due to the immense growth of online information and the number of mobile device owners, wedding planning and structures have shifted from traditional weddings to now offering various customizations to satisfy newlyweds’ requirements. The shift challenges the resilience of wedding-related businesses. This study also accommodates newlyweds and firms from a project management perspective to complete a wedding.
This study combines the concepts of project management and chatbot, establishing a designated wedding consulting platform incorporated with smart customer service. Through automated conversations, chatbots offer 24-hour service, allowing consumers to consult at all times. Providing this service not only accelerates the quality of wedding planning by answering consumers’ questions more efficiently, but also obtains more information regarding frequently asked questions and consumer demographics. Information gathered can prepare firms for future marketing strategies and product development.

論文審定書 ............................................................... i
摘要 .................................................................... ii
Abstract ............................................................... iii
目錄 .................................................................... iv
圖目錄 .................................................................. vi
表目錄 ................................................................. vii
第一章 緒論 .............................................................. 1
第一節 研究背景 ........................................................ 1
第二節 研究動機 ........................................................ 2
第三節 研究目的 ........................................................ 3
第四節 研究流程說明 .................................................... 4
第二章 文獻探討 .......................................................... 5
第一節 台灣婚禮產業現況 ................................................ 5
第二節 平台經濟 ........................................................ 7
第三節 客服機器人 ...................................................... 9
第四節 智能客服結合顧客服務 ........................................... 11
第五節 專案管理 ....................................................... 12
第六節 顧客旅程地圖 ................................................... 15
第三章 研究方法與步驟 ................................................... 16
第一節 平台系統分析與服務設計說明 ..................................... 16
第二節 智能客服機器人說明 ............................................. 19
第四章 平台定位與服務設計 ............................................... 25
第一節 平台定位願景與使命 ............................................. 25
第二節 平台使用者需求分析 ............................................. 26
第三節 平台結合智能客服機器人如何解決用戶痛點 ......................... 31
第四節 新人婚顧平台設計及說明 ......................................... 40
第五節 廠商婚顧平台設計及說明 ......................................... 43
第五章 平台運營與成長策略 ............................................... 45
第一節 婚禮產業環境市場分析 ........................................... 45
第二節 平台結合智能客服創新模式價值說明 ............................... 51
第三節 創新商業模式可行性評估 ......................................... 53
第四節 平台商業模式 ................................................... 57
第五節 平台上市計畫 ................................................... 60
第六章 結論與建議 ....................................................... 71
第一節 研究結論 ....................................................... 71
第二節 未來展望 ....................................................... 73
第三節 研究限制 ....................................................... 73
參考文獻 ................................................................ 74

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