模特兒培訓個人工作室創新商業模式之研究

Abstract

模特兒在大眾媒體裡，被描述是個充滿魅力和奢華的世界，給青少年展示的是一副夢寐以求的職業。年輕的凱特·莫斯 (Kate Moss) 在機場被一名度假途中的星探發現而成為影響一代人的超模。因應高科技網路的發展，Instagram、自拍及社交媒體成就了更多女孩的模特兒夢想，而模特兒培訓個人工作室可為新人提供客製化的模特兒專業培訓。所以本研究的目的是探討模特兒培訓個人工作室的創新商業模式。本研究使用的研究方法是質性研究的文獻分析法和訪談研究法，訪談對象為四位台灣模特兒行業的專家，包含南部、北部模特兒名師和中模、外模知名經紀人。本研究通過文獻分析模特兒培訓的背景及重要性，分析商業模式九宮格在模特兒培訓個人工作室的運用及創新主張。透過分析專家訪談的逐字稿資料，驗證並豐富本研究的創新商業模式主張形成研究發現。本研究為國內首次針對模特兒培訓個人工作室商業模式通識之研究，期望本論文對有興趣研究相關課題的學者、有意願轉換模特兒教職的資深模特兒及有意願進入模特兒行業的新人，提供一些學術資訊和實務經驗。本研究結果發現，模特兒培訓個人工作室創新商業模式的主要創新點有：(一)模特兒培訓個人工作室代售或代租借教學材料 (美妝、服裝、服飾、鞋帽等美儀用品)、(二)線上會員訂閱課程、(三)社群媒體會員經營等。本研究建議未來研究者在模特兒培訓個人工作室的目標客戶、線上課程、定價策略、成功關鍵因素等方面再進行更深入的研究。

In the mass media, modeling is described as a world of glamour and luxury, showing teenagers a dream career. Young Kate Moss was spotted at the airport by a scout on vacation and became a supermodel who influenced a generation. In response to the development of high-tech networks, Instagram, selfies and social media have made more girls dream of modeling, and the Model Training Personal Studio can provide customized model professional training for newcomers. So the purpose of this study is to explore innovative business models for model training in individual studios. The research methods used in this study were the literature analysis method and interview research method of qualitative research, and the interview subjects were four experts in the modeling industry in Taiwan, including famous models in the south and north, and well-known agents in Taiwan and abroad. This study analyzes the background and importance of model training through literature, and analyzes the use and innovation proposition of the business model Jiugong grid in the model training personal studio. By analyzing verbatim data from expert interviews, the innovative business model propositions of this study were validated and enriched to form research findings.This study is the first general research on the business model of model training personal studios domestically, and it is expected that this paper will provide some academic information and practical experience for scholars who are interested in studying related topics, experienced models who are interested in switching to teaching positions, and newcomers who are aspired to enter the modeling industry. The results of this study found that the main innovation of the innovative business model of the model training personal studio are: (1) the model training personal studio sells or rents teaching materials (beauty, clothing, clothing, shoes and hats and other beauty supplies), (2) online member subscription courses, (3) social media member management, etc. This study suggests that future researchers conduct more in-depth research on the target customers of models training personal studios, online courses, pricing strategies, and key success factors.