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https://nccur.lib.nccu.edu.tw/handle/140.119/157798
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| Title: | 水晶產品線上販售之商業模式研究
A study on the business model of online crystal product sales |
| Authors: | 楊昕宥
Yang, Hsin-Yo |
| Contributors: | 何富年
Ho, Foo-Nin
楊昕宥
Yang, Hsin-Yo |
| Keywords: | 水晶產品
線上珠寶銷售
商業模式
台灣市場
電子商務
心靈銷售
Crystal Products
Online Jewelry Sales
Business Model
Taiwan Market
E-commerce
Wellness Retail |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:59:21 (UTC+8) |
| Abstract: | 台灣的線上水晶產品市場正逐漸興起，這反映了當前在養生、靈性發展以及電子商務快速普及等更廣泛趨勢下的發展動向。預計2025年，台灣的珠寶市場將創造約31.3億美元的營收，並在2025至2029年間以年均複合成長率（CAGR）5.15%的速度增長。以人均計算，2025年每位台灣民眾在珠寶相關產品上的花費預計將達到約130.38美元。
在整體珠寶市場中，水晶產品正逐漸成為一個小眾但成長迅速的類別，其成長動力來自消費者對美感、靈性功效以及個人化禮品的興趣。台灣消費文化對寶石飾品—特別是玉石與珍珠—展現出高度接受度，也為水晶產品的市場發展提供了有利條件。
本論文探討在台灣市場推出線上水晶產品平台的可行性及其商業模式。研究內容包括市場環境、消費行為、數位零售趨勢以及競爭格局的全方位分析，同時亦深入評估創業投資、庫存來源、行銷策略與定價模式等關鍵營運要素。
初步研究結果顯示，透過線上渠道銷售水晶產品具有相當大的成長潛力，尤其是在重視身心健康的千禧世代與收藏族群之間。然而，若要確保長期獲利與企業永續經營，仍須策略性地因應幾項挑戰，包括：產品真偽的保證、品牌差異化的建立，以及物流與供應鏈管理的優化。
The online crystal product market in Taiwan is gaining momentum, reflecting broader trends in wellness, spirituality, and e-commerce adoption. In 2025, the jewelry market in Taiwan is projected to generate US$3.13 billion in revenue, with an expected annual growth rate (CAGR) of 5.15% between 2025 and 2029. Per capita, each person in Taiwan will contribute approximately US$130.38 in jewelry-related revenue in 2025. Among jewelry types, crystal products are emerging as a niche yet growing category, driven by consumer interest in aesthetics, metaphysical properties, and personalized gifting. Taiwan’s market also shows a cultural affinity for gemstone accessories—particularly jade and pearls—highlighting a receptive landscape for crystal-based offerings.
This thesis investigates the feasibility and business model of launching an online crystal product platform in Taiwan. It includes a comprehensive analysis of the market environment, consumer behavior, digital retail trends, and competitive dynamics. The study explores critical operational factors such as startup investment, inventory sourcing, marketing strategies, and pricing models. Findings suggest a strong growth potential for crystal product sales through online channels, particularly among wellness-conscious millennials and collectors. However, challenges such as ensuring product authenticity, differentiating from competitors, and managing logistics must be strategically addressed to ensure profitability and sustainability. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111933021 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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