親子幼兒DIY電商平台創新商業模式

Abstract

近年來在成人市場中，自己做（Do It Yourself）的趨勢逐漸展開，然而在幼童方面的發展卻還是相當有限，教學也僅侷限於學校課堂。在資源取得方面，許多坊間課程大多還是僅限於都市，對於台灣許多城鎮來說想要參與還是有其困難度；且課程內容選擇亦不多，單一教室的課程規劃變化頻率也很低。此外，目前對於孩童及親子之間DIY的重視程度，還是有一些偏見，其效用至今在社會上的發展仍不如預期。家長們往往為了方便，或是工作過於忙碌，會傾向直接買現成的玩具來給孩子玩，而非一同參與活動。 這項活動以及家人的陪伴，對孩童的主要意義是「成長、陪伴、體驗」，對於幼兒孩童發展來說是非常重要的元素。因此期望透過論文研究探討親子DIY對於幼兒發展的重要性，發展出一個創新商業平台，以自己做為主，外部資源協助為輔，線上線下的活動單元整合，有效解決既有困難，讓城鄉差距不再是距離，讓DIY不再是一項負擔，而是樂趣，讓孩子與大人之間想一再參與的互動。 本研究首先探討幼兒在成長當中的重要發展元素，再針對現行市面上的多樣選擇進行分析，點出現行社會中的困境與不足，探討是否能有效解決問題。最後再以價值創造循環架構，解說商業模式的價值主張、營運流程及獲利模式，探討在永續經營的願景下，設計出以「虛實結合」、「一站式服務」及「多元應用與發展」的貼心且創新親子幼兒DIY商業模式。

Recently, the trend of delicate Do-It-Yourself projects is gradually growing in Taiwan’s adult market, such us DIY ring, bags, wallet, virtual home decoration, etc. In kid’s market, however, it is still limited in specific application. In terms of resource accessibility, most of the art classes exist in big cities, while there’s only few options or small competitions in other regions, and most of them doesn’t frequently updated their course content. Internet has linked all of us to a big family, but in DIY industry, we still limit ourselves in real world. The utility and the importance of this activity still don’t have enough visibility, some parents might even have biases. In their mind, parents prefer sending their kids to study cram school instead of letting their children playing DIY, and thus purchase the “well-made” or finished goods for kids at their convenience. The process of making things with family is especially significant and meaningful for kids. It stands for 'self-growth”, “companionship” and “experience”. Not only serves as a key factor of personal development, it is also a valuable time to bond family’s relationship and interactions tightly and closely. Therefore, based on these visions and background, this thesis is expecting to design and develop an online platform that not only inherits those valuable factors but also brings the industry development to the next level, connecting offline to online. The platform also solves the problem that existing resources have faced, and expand this services to all regions in Taiwan, minimizing the gap between cities and rural areas. This research firstly discusses the important elements for children, then analysis the options and their pain points for existing practices. Lastly, using the concept and the application of value creation theory, construct a breaking new business model as a solution, explaining its value proposition, operation process and profit model. With the creation of sustainable future in mind, this DIY parenting online platform will be the innovation products, combing the interests of “O2O”, “one stop services” and multiple application and development.