地方型殯葬禮儀公司的經營策略及其關鍵成功因素之探討─以A公司為例

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题名:	地方型殯葬禮儀公司的經營策略及其關鍵成功因素之探討─以A公司為例
作者:	鄭淑方;Cheng, Shu-Fang
贡献者:	高階主管企管碩士班
关键词:	殯葬業者;SWOT分析;產業生命週期;關鍵成功因素;funeral service providers;SWOT analysis;industry life cycle;critical success factors
日期:	2025-05-29
上传时间:	2025-10-17 12:13:40 (UTC+8)
出版者:	國立中央大學
摘要:	隨著社會結構與價值觀念的快速變遷，過往傳統的喪葬文化，逐漸受到現代化、專業化及客製化需求的影響，尤其受到高齡化、少子化等社會趨勢的發展，喪禮形式與服務內容日益多元。近年來台灣殯葬產業面臨了以下幾項主要挑戰，包括(1) 現代化與數位化服務的挑戰；(2) 專業形象與服務品質的提升；(3) 人才斷層與專業培育的挑戰等。本研究深入探討台灣殯葬產業的發展趨勢，並以地方型殯葬禮儀公司為主要研究對象，分析個案公司的競爭策略，進而歸納出地方型殯葬禮儀公司於產業的關鍵成功因素。本研究主要分析台灣地方型殯葬禮儀公司的經營策略與關鍵成功因素，針對個案公司進行初級與次級資料的蒐集、彙整與分析，以期探究個案公司的經營策略及其成功因素。本研究針對個案公司所歸納出之關鍵成功因素，包括：(1) 品牌經營與專業形象的建立；(2) 人力資源的穩定與服務提升；(3) 服務一條龍與客製化；(4) 服務價值的延伸，加深顧客的粘著度，樹立公司優質形象；(5) 善用科技技術能力，提升服務品質，創新服務與功能。本研究以A公司為研究對象，如何在資源相對有限的情況下，突破地方型業者的限制，持續穩定地成長，本研究整理下列結論，包括：(1) 殯葬禮儀產業需求穩定成長，競爭激烈；(2) 顧客至上，滿足需求為經營核心；(3) 員工是公司最關鍵的資產與形象代表；(4) 建立顧客信任為企業永續經營的基石。本研究亦針對個案A公司提出下列建議，包括：(1) 強化公司軟硬體設備；(2) 廣宣宜妥善運用多元化媒體；(3) 建立策略性合作夥伴。本研究的分析建立於現階段的殯葬業經營狀況，然而產業環境、法規政策與社會結構皆可能隨時間推移而發生改變。建議未來進行長期性的追蹤研究，透過橫跨不同時間軸的觀察與資料收集。此種縱貫研究不僅有助於捕捉產業發展的動態脈絡，也能使結論更具未來應用性與實務參考價值。;With the rapid transformation of social structures and value systems, traditional funeral customs have gradually been influenced by the growing demands for modernization, professionalization, and personalization. In particular, demographic trends such as population aging and declining birth rates have contributed to increasing diversification in both funeral formats and service offerings. In recent years, Taiwan’s funeral service industry has faced several major challenges, including (1) the need to modernize and integrate digital services; (2) the enhancement of professional image and service quality; and (3) addressing workforce shortages and the cultivation of specialized talent. This study examines the developmental trends of Taiwan’s funeral industry, focusing specifically on a locally operated funeral service company as the primary research subject. Through an in-depth analysis of its competitive strategies, the study identifies the key success factors that enable local funeral firms to sustain and grow within the industry. This research centers on the business strategies and critical success factors of small-scale funeral service companies in Taiwan. By gathering and analyzing both primary and secondary data related to the case company, the study seeks to uncover the strategic foundations behind its business growth and competitive advantages. The identified success factors include: (1) effective brand management and the cultivation of a professional image; (2) workforce stability and enhancement of service performance; (3) integrated service models and personalized offerings; (4) extension of service value to increase customer loyalty and strengthen corporate reputation; and (5) the strategic application of technology to improve service quality and foster innovation. Focusing on Company A, this study investigates how a local funeral service provider can achieve sustainable growth despite limited resources and regional constraints. The findings indicate: (1) the funeral service industry exhibits stable demand growth but faces intense competition; (2) customer-centric operations and demand fulfillment are essential to business success; (3) employees serve as the most vital assets and public representatives of the company; and (4) building and maintaining customer trust is the cornerstone of long-term sustainability. Based on these conclusions, the study offers strategic recommendations for Company A, including: (1) enhancing hardware and software infrastructure; (2) leveraging diverse media channels for effective marketing communication; and (3) forming strategic partnerships to strengthen collaborative capacity. While this analysis reflects the current state of Taiwan’s funeral service industry, it is recognized that changes in regulatory frameworks, industry dynamics, and societal structures may emerge over time. Therefore, it is recommended that future research adopt a longitudinal approach, incorporating observations and data collection across different timeframes. Such an approach would provide deeper insights into the evolving trajectory of the industry and increase the practical applicability and foresight of research findings.
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