芳療產業商業模式之研究

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Title:	芳療產業商業模式之研究 A Study on the Business Model of Aromatherapy Industry
Authors:	蔡滿玉 Tsai, Man-Yu
Contributors:	經營管理學系碩士在職專班
Keywords:	芳療產業;精油產品;企業經營;人才培訓;台灣市場 aromatherapy industry;essential oil products;business management;personnel training;Taiwan market
Date:	2019
Issue Date:	2019-10-29 08:59:29 (UTC+0)
Publisher:	亞洲大學
Abstract:	跟著時代的進步，人們對養生與健康的意識抬頭，近年更以芳療產業最為蓬勃，而台灣的芳療產業更是亞洲首要激戰區。精油產品因其專業知識的多元與複雜，故在企業經營、人才培訓上影響到精油產品的銷售，而精油產品的銷售好壞也影響到企業經營的永續，因此三者環環相扣，缺一不可。本研究以究透過深度訪談法、SWOT分析、商業模式分析及相關文獻的蒐集與歸納整理，首先針對目前台灣的芳療產業為例進行分析，包含研究方法探討產業分析、人才培訓與精油產品分析等工具來探討整合各經營方向及產業現況與未來趨勢。邀請在芳療產業專家與學者及經營者並從事相關領域及工作經驗至少兩年以上，共計有八位受訪參與本研究，並由多元層面探討此議題。研究結果發現芳療產業發展以小型經營管理者居多規模較小，鼓勵業者與大型機構異業結盟，創造更多元管道的行銷方式。在經營商業模式、人才培訓、產品銷售三者都能結合成完整的經營模式要素。期許本研究結果往後在經營模式方面，能啟發更多研究者對此進行深層且具多元性的研究探討與討論；在實務方面，期待對芳療產業與異業結合的發展多元方向做省思與檢討，再者面對台灣芳療產業與芳療技術人才能力整合困境與解決方式之道。 As time advances, people's awareness of health preservation has risen. In recent years, the aromatherapy industry has been the most prosperous, and the Taiwan market is the most important battlefield for the aromatherapy industry in Asia. Due to the diversification and complexity of the professional knowledge in the essential oil products, business management and talent training could affect sales of the essential oil products, which could further affect the sustainability of business operations, so there is an interrelated relationship where each element is indispensable. This study focuses on the analysis and induction of in-depth interviews, SWOT analysis, business model analysis and related literature. Firstly, the current analysis of Taiwan's aromatherapy industry is carried out, including research methods to explore industrial analysis, talent training and essential oil product analysis. And other tools to explore the integration of various business directions and industry status and future trends. At least two years of experience in the field of aromatherapy industry experts and scholars and operators have been invited. A total of eight interviewees participated in the study and discussed this issue on a multi-faceted level. The study found that the development of the aromatherapy industry is dominated by small-scale business managers, encouraging industry players to form alliances with large organizations and creating more marketing channels for the yuan. The business model, talent training, and product sales can all be combined into a complete business model. In the future, the results of this research can inspire more researchers to conduct deep and diverse research and discussion. In practice, we look forward to the development of a combination of aromatherapy industry and different industries. Think and review, and then face the dilemma and solution of Taiwan's aromatherapy industry and aromatherapy technology talents integration.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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