The Important Factors of Wedding Market by Intellectual Capital – A Case Study of Company D

• Main Authors: Liu-Min Huang, 黃柳敏
• Other Authors: Chintan Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/96483169797859916516

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 100 === Due to the changing of the global industry structure and the rising of the knowledge economy of the business environment, financial capital in the past to measure corporate values have gradually declined in the 21st century.Under the competitive market environment, industry innovation and creativity are increasingly diverse and rich. Knowledge, talent, information and innovation, the creativity of intangible intellectual capital has become the new mainstream of the market competitiveness. Who can grasp the essence of intellectual capital, he can have a huge market competitiveness. This study aimed to critical success factors of the wedding industry, for example, to investigate the success of the wedding industry. In this study, from the intellectual capital framework of human capital, structural capital, innovation capital and customer capital, explore the relevance of the impact of the wedding industry business model. In this study, quantitative research through customer questionnaires combined with factor analysis was used. Through the largest variance shaft method, we extracted six critical success factors. There are marketing practices, followed by the “innovative image fashion image “,” professional image "," brand image "," design image. Through the variance analysis we showed that the different attributes of the consumers in the "education level" fashion image and brand image are significant differences. "Occupational category" in marketing techniques and innovative image are also significant differences. Proceeds in the professional image is significant difference. Only the image of innovation in the district of residence is slightly different. This empirical results provided the critical success factors.of wedding industry in the practical operation .