| 摘要: | 精油產業和芳香療法產業在全球市場越來越受到關注，近年來許多傳統式療法經科學實證後逐漸被認同，大眾對於養生保健的需求也相對提高。企業追求創新是企業為永續生存重要的關鍵之一，創新及創意不只是新的商品或服務，包含商業模式創新，對於新事業還是已具規模的資深企業，需要隨著所處之階段的環境挑戰進而調整商業模式，與所處期間之市場趨勢同步，才能讓新企業生存及資深企業持續發展。本研究以精油產業及芳香療法產業，以商業模式的九大要素為基礎作為研究內容，透過四個個案公司為研究對象並進行深度訪談。本研究宗旨在探討台灣精油產業及芳香療法產業未來之發展方向，透過商業模式，對企業經營環境分析，找出對企業經營者有利之策略，為提高市場戰略及業務行銷力及企業業務增長為目標，主要探討企業之商業模式分析，從目標客層、價值主張、通路、顧客關係、營收模式、關鍵資源、關鍵活動、關鍵合作夥伴、成本結構等進行分析做為芳香企業營運模式之參考。
研究結果顯示，在精油產業及芳療產業如何在具潛力又商機無限的健康產業中保有穩定成長，規劃出符合企業效益的營運模式及經營策略。
一、本研究方法以個案深度訪談及在商業模式理論九個要素之架構進行各項分析，從體驗行銷到口碑效益來延續芳療及精油產業之市場行銷的績效；芳香療法及崇尚天然的趨勢下，在個案公司既有的基礎下深耕市場並有長期延續企業績效，來滿足市場的需求。
二、大眾對芳香療法知識大多普遍不夠，且市場中精油及芳香療法相關產品，在商品品質及服務品質呈現出參差不齊。消費者希望藉由使用芳療產品的經驗與價值，獲得身心靈放鬆或療癒效果；企業可藉由芳香療法課程教育或者是在提供消費者對芳香療法的知識宣導，是推廣芳療產品最重要關鍵活動。
Essential oils and aromatherapy industries are gaining more and more attention in the global market. In recent years, many traditional therapies have been gradually recognized after scientific evidence, and the public's demand for health and health care has also increased. Enterprise's pursuit of innovation is one of the most important keys for an enterprise to survive. Innovation and creativity are not only new products or services, but also business model innovation. For new businesses or established senior enterprises, they need to follow the environment at their stage. Challenges and then adjust the business model to keep pace with the market trends during the period in order to allow the survival of new companies and the sustainable development of senior companies. This research uses the essential oil industry and aromatherapy industry, based on the nine elements of the business model as the research content, and conducts in-depth interviews with four case companies as the research objects. The purpose of this research is to explore the future development direction of Taiwan's essential oil industry and aromatherapy industry. Through business models, analyze the business environment of the company, and find strategies that are beneficial to business operators, in order to improve market strategy, business marketing and corporate business growth. Objectives, mainly discuss the analysis of the business model of the company, and analyze the target audience, value proposition, channel, customer relationship, revenue model, key resources, key activities, key partners, cost structure, etc. as a reference for the operation model of essential oil companies. The study results show how the essential oil industry and the aromatherapy industry can maintain stable growth in the health industry with potential and unlimited business opportunities, and plan a business model and business strategy that are in line with corporate benefits.
1. This research method uses case in-depth interviews and analyses in the framework of nine elements of business model theory, from experiential marketing to word-of-mouth benefits to continue the performance of market marketing in the aromatherapy and essential oil industries;aromatherapy and advocating natural trends Under the existing foundation of the case company, we will deeply cultivate the market and have long-term continuous corporate performance to meet the needs of the market.
2. The general public's knowledge of aromatherapy is generally insufficient, and essential oils and aromatherapy-related products in the market are uneven in product quality and service quality. Consumers hope to use the experience and value of aromatherapy products to obtain physical, mental relaxation or healing effects; companies can use aromatherapy courses to educate or provide consumers with knowledge of aromatherapy, which is to promote aromatherapy products The most important key activity. |
