| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 105 === With reference to literature review, this research is conducted with on-site observation, case study review, understanding of the business model, competiveness level analysis and future industry developments. With respect to Zen Garden Art Planning Company as an independent case study, analysis of the exterior environment is made through porter's five forces analysis to understand the industry’s competiveness level hence consolidating opportunities and threats. The analysis of company’s interior environment and value exercise are also conducted to evaluate the problems faced by the business model so as to understand its advantages and disadvantages.
Compiled with the above practices, analysis is further made through SWOT and TOWS rectangular pairing analysis to develop the company’s marketing strategy in the field of art sales. This is to ensure the company’s sustainable development through effective marketing strategies and recommendations. Based on the research outcomes, four recommendations are provided as follow:
1.Provide consultancy services and diverse options for art sculptures and paintings, satisfying customer core values.
2.Create competitive advantage by creating a unique identity and taste for Zen Garden’s products, strengthening customer’s recognition and loyalty level.
3.Develop a product-designing department, enhancing product value and practicability, embracing market diversity and expenditure demand.
4.Strengthening of brand image through customized services and word of mouth.
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