||The word photography is derived from the Greek words phos (light) and graphis (painting). The two words together mean ”drawing with light”, and it has been nearly 200 years since the first recorded photo (1826). In the past, photography was often used to record portraits, landscapes, wars, news, and artistic creations. It was originally a professional technique that required a long time to learn, but since the first camera phone in 2000: Sharp J-SH04, 110,000 pixels was born Later, it completely changed the ecology of the photography industry. To take a photo, you no longer need to buy an expensive camera and learn professional photography techniques. To get a photo, you no longer need to send it to a photo processing store and wait for a long time. The photographic equipment becomes convenient to carry and easy to operate, and the photos are available immediately after taking pictures. Photography has become an activity that everyone can learn and can engage in anytime, anywhere. Nowadays, because of the rise of the Internet and the development of social software, people use photography not only to record and convey their own messages, but more importantly, they can achieve immediate sharing, recall and social functions.|
At present, the photography teaching market in Taiwan is booming. There are many institutions engaged in photography teaching, such as short-term photography teaching courses held by camera manufacturers, photography study activities held in photography classrooms, and photography classes held by community colleges in counties and cities. Many competitors in the photography teaching market are already a Red Sea market.
Observing the content of photography teaching is nothing more than a technical orientation. It focuses on teaching learners to understand the theory of photography and the operation of the camera or mobile phone photography function. The purpose is to take a so-called good photo. However, learning photography techniques is only a process, not the real purpose of photography. The purpose of photography should be to bring personal memories, reflections, imaginations, records, and social sharing functions through the photos.
This research is a discussion on the new business strategy of photography teaching, exploring how to avoid the Red Sea market in the photography teaching industry, find another blue ocean market, abandon the photography-oriented teaching thinking method, and strengthen photography to bring personal memories, imagination, and pleasure And other functions.
The tools used in the research are the redefinition of market boundaries and strategy sketches introduced in the book Blue Ocean Strategy, and the nine-square business model introduced in the book Profit Generation.
Redefining the market boundary allows us to find a new photography teaching market boundary. The strategy sketch allows us to understand the value difference between ourselves and our competitors and strengthen our value proposition. Using the business model to make the strategy and ideas practical and feasible.
The research process first collects and analyzes competitor data, then reconstructs the new boundary of the photography teaching market, and then finds the value propositions of competitors and new ventures and draws strategic sketches. Finally, according to the nine elements of the business model of the new venture, implement their contents respectively to form a concrete and feasible new venture project for photography teaching.