產業環境變遷的診斷與因應：以模特兒經紀產業為例

Abstract

本研究探討了台灣模特兒經紀公司面臨市場需求下降的原因和影響以及相應的因應策略。研究發現，市場需求下降的主要原因包括社群媒體的發展、自媒體的崛起、價格戰以及市場飽和。這些因素導致模特兒市場供需關係不穩定，並使消費者對模特兒行業的真實性產生質疑。模特兒經紀公司面臨的影響包括業務下滑、收入減少、人才流失等。為了因應市場需求下降的局面，創新經營、海外發展和整合行銷等策略被提出。創新經營是指經紀公司開發新的商業模式，例如跨界合作、產學合作等。這些合作可以擴展經紀公司的業務範圍，增加收入，並使公司更具競爭力。海外發展是指經紀公司把市場的視野擴展到海外，開拓新的市場和客戶。整合行銷是指經紀公司整合各種行銷手段，例如廣告、公關、活動等，以提高品牌知名度和市場份額。此外，研究對象討論後，還提出了一些相關建議。首先，模特兒經紀公司應該不斷提升自身的品質和服務，以滿足客戶和市場的需求。其次，經紀公司應該重視人才的培養和管理，建立一個專業、有特色的團隊，以應對市場的變化。最後，政府也應該加強對模特兒行業的監管和管理，以保障消費者的權益。綜上所述，模特兒經紀公司面臨市場需求下降的問題，需要通過創新經營、海外發展和整合行銷等策略來因應。此外，經紀公司也需要加強人才的培養和管理，並建立一個專業、有特色的團隊，以提高競爭利及永續經營。This study examines the reasons, impacts, and corresponding strategies for the decline in demand for model agency services in Taiwan. The study finds that the main reasons for the decline in demand include the rise of social media and self-media, price wars, and market saturation. These factors have led to an unstable supply-demand relationship in the model market and have caused consumers to question theauthenticity of the industry. The impacts on model agencies include declining business, reduced income, and talent loss.To address the decline in demand, innovative business practices, overseas expansion, and integrated marketing strategies are proposed. Innovative business practices refer to model agencies developing new business models, such as cross-industry collaborations and academic-industry partnerships. These collaborations can expand the agency's business scope, increase revenue, and make the company more competitive. Overseas expansion refers to model agencies expanding their market view to international markets and clients. Integrated marketing strategies refer to model agencies integrating various marketing tools, such as advertising, public relations, and events, to increase brand awareness and market share. In addition, the study also offers several recommendations. First, model agencies should continuously improve their qualityand services to meet the needs of clients and the market. Second, model agencies should focus on talent cultivation and management and establish a professional and distinctive team to cope with market changes. Finally, the government should strengthen supervision and management of the model industry to safeguard consumer rights.In summary, model agencies facing a decline in demand need to respond through innovative business practices, overseas expansion, and integrated marketing strategies. Furthermore, agencies should focus on talent cultivation and management and establish a professional and distinctive team to enhance competitiveness and ensure sustainable operations.