婚友社配對機制研究-以佳緣婚友推廣協會為例

• Main Author: 葉毓婷
• Language: 中文
• Published: 國立政治大學
• Subjects: 配對機制; 佳緣; 婚友社; pairing mechanism; Chiayuan; matchmaker
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0097380019%22.

過去十年，適婚年齡市場中的單身男女比率大幅成長，從1997年到2007年人口數共成長了10%，許多適婚未婚男女在茫茫人海中，希望運用不同的相親管道來找尋未來的伴侶。在所有選擇當中，婚友社是所有管道中最有效率的，透過婚友社媒合的平台，能快速拓展網絡效益，比較起網路交友、親朋好友介紹、其他不同型式的聯誼活動等等，如以找尋未來結婚伴侶為前提，婚友社是最好的選擇。 但是，最好的選擇並不等於最優先的選擇，許多人對於婚友社的印象，是比較負面的，認為它無法提供有品質的服務，能確實介紹適合自己的異性做為認識，甚至擔心付費後會員權益沒有保障，對婚友社運作流程沒有信心。市面上各式各樣規模的婚友社不少，但似乎還沒有一間夠穩定、可靠且擁有龐大的經濟規模，為整個產業的領導者，此篇研究，就是要建立起婚友社最重要的核心價值之一 - 標準化的配對機制，滿足顧客最根本的需求，創造差異化及提升競爭優勢，達到良好的口碑效益。 在研究中，與個案公司-中華民國佳緣婚友推廣協會配合，由資深紅娘蔡郁莉小姐做為公司代表，進行多次訪談，來了解公司整體運作狀況後，再深入探討既有配對流程和步驟。同時與佳緣會員及相關業者也安排了一對一訪談，了解整體產業內外部環境、競爭狀態和會員為滿足的需求等等，再透過外部資料，如:文獻探討、期刊、相關書籍等做彙整後，找出解決方案，制定出標準化的配對機制。 透過資料的彙整，最終找出兩性在找尋未來的伴侶，可從十個不同層面做擇偶條件設定，依照會員背景和需求的不同，也會影響到擇偶條件的設定。將這些條件設定的規則視為配對機制的主要因素，經過相互配對和條件篩選，進一步發展為標準化配對機制三大流程，能從龐大的會員資料庫中，有效率幫會員找出最合適的對象，成為在產業中首先建立客製化的配對機制的公司，提升配對效率及成功率，成為核心競爭價值之一，增加會員信賴度，和需求滿足，更重要的是，能將紅娘對會員了解的內隱知識外顯化，讓資訊不斷層，能完整的保留且傳承下去，維持一致的服務品質，創造佳緣專業的形象，扭轉外界原先對婚友社負面刻版印象，最終成為適婚未婚男女在尋找伴侶上，優先考量的管道之一，能招募更多新的會員。 美中不足的是，這套機制還未能實際在佳緣內部操作，無法了解實務上運作的效益及需改進之處，且也無法確定是否能套用在其他婚友社裡。在未來，除了要建立高效率的配對機制以外，還需要進一步探討如何來深耕與會員間的關係，提供其他未滿足的服務需求。 === Over the past decade, the rate of single man and woman in marriageable age in the market rise dramatically, it increased a total of 10% from 1997 to 2007. The unmarried man and woman searching different ways to meet new friends, and wishing they could become their future partner. In those different ways of meeting a possible future husband or wife, I would like to conclude that through organized one by one matchmaker platform would be the most efficient way. In this platform, people can expand their friend network quickly, compared to make friends online, introduced by relatives or close friends, or other different types of matchmaker activities. But if you want to find a future husband or wife, the one by one matchmaker organization will be the first and the best choice. However, the best choice does not necessary mean the most preferred choice, many people’s impression towards matchmaker organizations, is relatively negative, they think it is unable to provide good quality of service, cannot really introduce the specific right person for you to know, or some of them even worry that after they became a member, they will start to get less attentions. They simply have no faith in those matchmaker companies.They are all kinds of matchmaker companies, but none of them are known as the leader brand in this entire industry yet. This study, is to help this case company to develop it’s own differentiated advantage by establishing the most important core values system - standardize pairing mechanism. The purpose is to meet customers fundamental demands, which is help to find Mr or Ms Right for them quickly. It will also be able to achieve a good reputation for its effectiveness. In this study, the case company-Chiayuan , with the senior matchmaker representative, Ms. Tsai Yu-Lio were involved , provided many useful and valuable information. With several times of interviews, I have come to an understanding of how the company operates, and further more, to know their present process of pairing procedures.At the same time, I was arranged to have one by one interviews with the members of Chiayuan and also the people used to work for other matchmaker companies. From those interviews I get a closer look into the whole industry both internal and external environment situations, competitive status and member’s vital unsatisfied needs. Through the external data, such as: a literature discussion, periodicals, published books, etc., after I consolidated the information, I was able to work out the proper solutions to develop a standardized pairing mechanism.Through the data being deliberated, eventually I could find out the tracks on how the two sexes find their future partner. We can look at it from ten different required items, in accordance with the member’s different backgrounds and needs, can also affects how they set their requirements base on the those ten items and using those as the basic factors when processing the pairing mechanism. Through the filtering, we can develop three major steps for this pairing mechanism. The mechanism can help the matchmakers to identify the most appropriate member to match. There are no other companies has developed this kind of mechanism yet. This mechanism could enhance the matching process efficiency and improve the success rates, to become one of the core competitive value.It can increase the the dependability from members. More importantly, this mechanism can make the implicit knowledge into storable information, and stays in the company, maintaining consistent service quality, emphasize a professional brand image for Chiayuan. But this mechanism has not actually been used in Chiayuan as part of their internal procedure, therefore cannot be sure the practical benefits and necessary improvements. Addition to establishing the efficient pairing mechanism, we also need to explore further to know how to commit with the members, and provide them other unmet demand of services.