Exploring the Blue Ocean Market by Integrating the Fashion Market and Food Truck(Pun Car) from the Three Key Elements of Service Blueprint

• Main Authors: Wen-Chuan-Wu, 吳雯娟
• Other Authors: Chu-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/cte44k

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 106 === The upsurge of Fashion Market and Food Truck in Taiwan has attracted many companies, schools, and various groups to organize various festival events. The Food Truck and Fashion Market are traded in cash, and it is not advanced and convenient enoughly in this high technology era. The Fashion Market and the Food Truck each has different customers. Although there was a similar combination of the market before, it could not be popularized due to lack of complete planning. This study takes the Fashion Market and Food Truck business models as its research scope, and explores and analyzes based on the data obtained from the interviews with current Fashion Market and Food Truck consumers and operators, and external experts and scholars. First, This study builds the current service blueprint based on the three major elements of service evidence-People, Process, and Physical, and then identifys their strengths and weaknesses, and then use the four actions in Blue Ocean-Strategy-Reduce, Eliminate, Enhance, and Create, and the introduction of information technology(IT) to integrate into the new market (named Fashion-truck in the study) and map out its service blueprint. finally this study explores the impact of the introduction of IT on the service triangle, to find out the new blue ocean market. After the literature review and in-depth interviews, this study has the following findings: 1. The introduction of the fashion-truck market find out a market new market. 2. IT will help has a positive impact on the service triangle (companies, service personnel, customers). 3. The physical evidence of the fashion-truck market facilitates the search for new markets. 4. The diversified service process of fashion-truck market may meet customer needs. 5. Depiction of the service blueprint provides review of the service process and enables service personnel to quickly understand the work content. 6. The service staff''s function affects service quality and thus affects customer satisfaction.