宴會平台革命下的競合戰略！

Abstract

隨著資訊爆炸的時代來臨，「平台」正在顛覆傳統產業，而品牌經濟的內涵也逐漸被重視。宴會是一個高度個製化的產品，要辦一場讓新人印象深刻，讓賓客感到溫馨又浪漫的婚禮，是需要參考很多的因素。因為決定一場宴會有太多需要考量的細節，而且每一組新人都希望自己的婚宴是獨一無二的，所以一場宴會的組成幾乎沒有相同的過程，而要將宴會與平台結合更是一項創新的商業模式。本研究以君品Collection作為個案，研究此平台與同業產生的競合關係、對市場的衝擊影響及未來的發展規模作為探討。研究方法為深度訪談法，邀請11位平台與同業的專家，對於君品Collection此商業模式提出看法及未來走向之建議。資料分析方式使用內容分析法。共集結11份逐字稿，464張字卡來做分類，歸納整理出23個類別，提出4大建議要點。最終研究結論為宴會確實能夠平台化，但君品Collection不會完全平台化而是走向虛實合一，因產品的性質，君品Collection需相當注重品質提升及品牌的維護，所以成立專職部門，將不同業務分流管理，才能將價值發展至最大，並且同業中需互相維持競爭與合作之態度，才能創造良好的宴會生態環境。專家同時也提出，君品Collection發展至全球前，需將台灣市場深度了解，區分市場分級及做出產品的差異化，方能立足台灣放眼世界。

With the information explosion coming," Platforms " are subverting traditional industries. The connotation of brand economy is gradually be valued. Banquet is a highly personalization product. There are many factors that need to be taken into consideration to make an impressing, warm and romantic wedding. When deciding a Banquet, there are too many details to consider. Meanwhile, every consumer hope that they are unique. The combination of Banquet and Platform is an innovative business model. This study used Palais Collection as a case. Finding the Coopetition relationship with same industry, the impact on the market and the future development scale. The In-depth interview is adopted in this study. Eleven interviewees were selected by the purposive sampling method.The results were derived that Banquet can combine with Platform. Palais Collection needs to establish a professional department, diverting different business to maximize the value. It is necessary to maintain an attitude of competition and cooperation among the same industry. The result also shows that Palais Collection needs to have an in-depth understanding of the Taiwan market, distinguish market tiers, and differentiate products.