形象顧問業之服務與商業模式創新 - 以Perfect Image為例

Abstract

現今社會服務業的成長已漸漸跨越了製造業，未來的商業運作強調服務是必然的趨勢，服務的提升是各企業皆想達成的目標。隨著服務業演化到體驗經濟模式，形象顧問在顧客「痛點」的分析上，配合著商業模式的進化，可提供客戶解決之道，進而滿足顧客的「期望點」。本論文即從溝通與體驗之角度，瞭解與顧客溝通過程中，傳遞的「溫度」如何影響服務之創新與服務之品質，以及形象顧問創新服務的商業模式。 本論文透過業主委託服務案例之分析，藉由「差異性、參與性、延伸性、關係性」四個因素分析，以及價值主張與商業模式之結果，提出服務業應該重視人力資源、教育訓練與創新的組織文化之重要性。本文結論以形象顧問之立場，就人員、流程以及生態系統提供服務設計實務上之建議，供企業發展服務設計與商業模式納入決策之參考。

Nowadays, the growth of service industry has gradually crossed the manufacturing industry in modern society. There is a growing trend in emphasizing the importance of service in business operation.The improvement of services is the goal that all companies want to achieve. As the service industry has evolved into an experience economy model, image consultants have been able to provide customers with a solution to the customer's 'pain point' analysis, in line with the evolution of the business model, and to satisfy the customer's 'expectation point.' This study, from the perspective of communication and experience, understands how the “temperature” communicated with customers can influence the quality of service innovation and service design, as well as the business model of image consultant who can be engaged in creating innovation services. This study analyzes the case via four factors - “diversity, participation, extension, and relationship” to capture the main concerns of “warm” service design. Based on the results of the value proposition and business model analysis, we suggest that the service industry should pay attention to human resources, education and training, which can strengthen the organizational culture. In addition, this study concludes with the position of an image consultant and provides practical suggestions to the service design in terms of personnel, processes, and ecosystem. We provide this result for the reference for future development on service design and business models.