欣精品的營運企劃書

Abstract

本研究旨在探討臺灣高端二手奢侈品市場之商業模式創新與服務價值重塑，並以欣精品為個案，分析其如何透過顧問式服務與多角化經營策略，建構難以複製之信任型精品品牌。相較於傳統精品專櫃與二手市場普遍存在的服務失衡與信任缺口，欣精品聚焦Hermès與Chanel等一線品牌，導入顧問獵包、預約制諮詢、售後保養與會員制度等專屬服務，提升顧客體驗深度與品牌黏著度。為強化品牌價值延伸，2025年欣精品進一步創立旗下子品牌私心，採高端私廚形式經營，整合精品選品與餐飲體驗，開創跨界融合的生活場域。本研究結合4P行銷策略、顧客決策旅程、TUV價值管理模型與商業模式九宮格，全面剖析品牌之目標客群、價值主張與服務創新。財務規劃方面，本研究建立三年期財務預測模型，結果顯示欣精品與私心皆具備正向成長潛力與穩健獲利能力。在10%年成長假設下，欣精品2025年稅後淨利達561萬元，至2027年預估增至717萬元；私心品牌於S情境下，2025年稅後淨利為881萬元，至2027年成長至1,020萬元。多情境分析進一步展現營運彈性與風險控管能力。本研究期望透過實務觀察與策略分析，為臺灣高端二手奢侈品市場提供具體可行之營運藍圖，並提出差異化與顧問式服務導向的品牌經營模式，協助業者跳脫價格競爭困境，建構以信任為核心的永續商業價值鏈。

This study aims to explore business model innovation and service value reconfiguration in Taiwan’s high-end second-hand luxury market, using Xin Boutique as a case study. The research analyzes how the brand builds a trust-based luxury identity through advisory services and diversified strategies. In contrast to traditional luxury counters and second-hand platforms that often suffer from service imbalance and trust issues, Xin Boutique focuses on first-tier brands such as Hermès and Chanel, and introduces personalized services including bag-sourcing consultation, appointment-based advisory, after-sales care, and membership systems, thereby enhancing customer experience and brand loyalty.To extend its brand value, Xin Boutique launched a sub-brand Xin Premium in 2025, operating as a high-end private dining space that integrates luxury selection with gastronomic experience, creating a lifestyle-driven cross-domain venue. This research applies the 4P marketing strategy, customer decision journey (CDJ), TUV value model, and Business Model Canvas (BMC) to comprehensively analyze the target audience, value proposition, and service innovation.In terms of financial planning, a three-year projection model shows that both Xin Boutique and Xin Premium possess strong growth potential and profit stability. Under a 10% annual growth assumption, Xin Boutique’s net income reaches NT$5.61 million in 2025, increasing to NT$7.17 million by 2027. Under the S scenario, Xin Premium’s 2025 net income is NT$8.81 million, projected to grow to NT$10.2 million by 2027. Scenario analysis further highlights operational flexibility and risk resilience.This study aims to provide a practical operational blueprint for Taiwan’s high-end resale market and proposes a trust-centric, advisory-driven brand strategy to help firms escape the price war trap and build a sustainable value chain.