攝影工作室服務設計之研究與創作

Abstract

當代網路時代的發展與數位科技的進步，使攝影需求量增加，攝影服務的市場競爭激烈，隨著個性化消費的崛起，顧客已經進入品牌消費的時代，在眾多的選擇當中以服務設計的方法創造品牌差異，期能讓企業成為顧客的第一選擇。本研究旨在探討攝影工作室之服務設計，研究目標為：（1）探討攝影產業的演變、（2）歸納整理現有攝影工作室服務之優點與痛點、（3）分析攝影工作室現有接觸點與顧客體驗、（4）建構攝影工作室新型態之服務模式。經文獻的搜集，歸納出台灣攝影產業、商業模式與服務設計的相關理論，為後續研究建立參考依據。再以（1）具有執行攝影實務經驗兩年以上之攝影師；（2）備有私人或慣用攝影場地，兩個條件篩選出七個攝影工作室，進行深度訪談，透過分析與探究個案，了解目前攝影服務前線上平台經驗、服務中線下攝影過程體驗、以及服務後之案件交付過程，歸納整理出其優點與痛點。由研究結果發現：（1）溝通為攝影服務中成本最高的環節；（2）社群媒體需多管道經營；（3）開發新服務項目創造機會吸引消費者；（4）口碑行銷建立顧客信任，成交機會較大；（5）官方網站的功能主要為觀看作品，無其他功能；（6）根據服務的項目規劃拍攝環境。後以「林居攝影工作室」為創作案例，對案例進行現況分析，彙整工作室現有痛點與優點。針對林居既有的顧客進行訪談，繪製顧客旅程圖，探究現有接觸點。針對改善服務缺口設計新商業模式架構及服務模式架構，並根據此架構，規劃與設計相關的服務項目。研究結果發現，可以透過優化服務流程改善個人攝影工作者的服務模式，並針對深度會員的經營，與顧客建立更深的關係。創作特色為：（1） 改善個人攝影工作者的服務缺口優化服務流程發展服務模式，將溝通流程線上化，設計出購物車線上訂購攝影服務的模式。（2） 結合林居攝影工作室的企業理念發展新商標，強化企業想傳達的理念。（3） 透過指標與招牌的設計，引導顧客更順利的進入服務場地。（4） 針對改善顧客痛點，建立品牌官方網站。（5） 利用經營深度會員與既有顧客建立關係，並發展潛在客戶。（6） 以顧客與工作方便兩個角度思考，規劃空間配置。The development of the contemporary Internet age and the advancement of digital technology have increased the demand for photography, and the market competition for photography services is fierce. The method creates brand differentiation and makes enterprises the first choice of customers. The purpose of this study is to explore the service design of photography studios. The research goals and objectives are (1) to explore the evolution of the photography industry, (2) to summarize the advantages and pain points of existing photography studio services, and (3) to analyze the existing photography studios. Contact points and customer experience, (4) Constructing a new service model for photography studios. From the collection of data, the relevant literature on Taiwan's photography industry, business model and service design is summarized, and a reference for subsequent research is established. Then, based on (1) photographers with more than two years of practical experience in photography; (2) having a private or customary photography venue, seven cases were selected based on the two conditions, and an interview outline was drawn up to conduct in-depth interviews. Understand the current online platform experience in the front of the photography service, theoffline photography process experience in the service, and the case delivery process after the service, and summarize its advantages and pain points. According to the research results, it is found that: (1) communication is the most costly part of the photography service process; (2) social media requires multiple channels to operate; (3) develop new services to create opportunities to attract consumers; (4) word-of-mouth marketing builds customer trust (5) The function of the official website is mainly to watch the works; (6) The shooting environment is planned according tothe service project. Finally, taking"LinG Photography Studio" as a creative case, the current situation of the case is analyzed, and the existing pain points and advantages of the studio are summarized. Conduct interviews with LinG's existing customers, draw customer journey maps, and explore existing touchpoints. Design a business model framework for improving service gaps, and plan design-related service projects based on this framework. The research results found that the creation of cases can improve the service model of individual photographers by optimizing the service process, and establish a deeper relationship with customers for the management of deep members. Creation features are: (1) Improve the service gap of individual photographers, optimize the service process and develop a service model, online the communication process, and design a model for ordering photography services from shopping carts. (2) Develop trademarks in combination with the corporate philosophy of LinG Photography Studio, and strengthen the concepts that the company wants to convey. (3) Through the design of indicators and signboards, guide customers to enter the service venue more smoothly. (4) To improve customer pain points, establish brand official website. (5) Use business depth members to build relationships with existing customers and develop potential customers. (6) Planning the space configuration from the perspective of customers and work convenience.