董澤平Dong, Tse-Ping張錦程Chang, Chin-Cherng2019-09-03不公開2019-09-032015http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0102590156%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94807本研究是探討創意生活產業商業模式之關鍵成功因素，選擇在創意生活產業具有指標性意義，經營範圍多角化之薰衣草森林企業做為研究個案，採用質性研究之個案研究法以商業模式理論，配合次級資料分析，萃取出關鍵成功因素為研究主軸。 研究發現，薰衣草森林企業努力不斷地創新商業模式、採用強勢品牌策略及差異化品牌策略並行模式、打造多層次的競爭優勢，同時堅持自然環保與永續經營的理念、強調利他精神與幸福企業的文化，以及結合網路行銷不斷提升品牌形象。 最後以商業模式四構面，歸納薰衣草森林企業商業模式之關鍵成功因素，得到研究結論：(1)在價值主張構面，打造幸福企業，創造顧客感動；(2)在營運核心構面，運用多元人才聘雇，結盟關鍵合作夥伴；(3)在顧客行銷構面，以不斷發揮品牌精神為核心，讓品牌形象深植顧客記憶；(4)在財務結構構面，是以創造體驗價值來超越成本因素，透過體驗經濟創造營收。同時提出管理意涵及研究建議，提供個案企業及相關業者擬定商業模式及策略時之參考。The purpose of this case study was to identify Key Success Factors for Business Model of Creative Life Industry. Lavender Cottage, a significant in creative life industry with diversification of business scope was selected.Qualitative research – case study was adopted with secondary qualitative study analysis method to extract key success factors. The study found Lavender Cottage constantly tried to innovate business models, use brand name and differentiation strategy to build its own multi-level competitive advantages. At the same time, insisting on maintaining natural environment with idea of sustainability, emphasizing altruism and happiness corporate culture, and connecting with online marketing all help Lavender Cottage improved its brand image. Finally, using four business model dimensions to summarize key success factors of Lavender Cottage and the study concluded:(a)For value, to build a happy corporation and manage customer experience. (b)For operating, to hire multilayer talents and build key alliances. (c)For marketing, continuing to bring out company core spirit and building brand name. (d)For finance, to create value beyond cost via customer experience and bring revenue at the same time. The study finding may serve as guide for management and leadership in same industry to further research and develop business model and strategy.創意生活產業商業模式關鍵成功因素幸福產業Creative Life IndustryBusiness ModelsKey Success FactorsHappiness Industry