行銷管理報告：拍立得租借服務

Abstract

中文摘要 本行銷報告以拍立得相機租借服務為主題，旨在探討如何設計有效行銷策略，降低學生及民眾享受即時成像樂趣的成本門檻。研究背景顯示拍立得相機及底片成本較高，對學生及低消費族群造成使用障礙，透過租借服務可減輕經濟負擔並促進回憶記錄。過程結合文獻查證與市場分析，採用SWOT、STDP等行銷管理工具釐清目標客群需求，並擬定差異化行銷方案。行銷策略方面，以共享經濟模式為核心，提供多款機型與彈性租期，並結合分層定價與底片套餐，滿足短期活動與長期使用的不同需求。通路策略採用O2O模式，結合線上預訂系統與實體取還據點，並提供「A店借、B店還」的跨點租還服務，以提升便利性與服務可及性。推廣策略則透過社群媒體、限定快閃店、市集參與及廣告進行宣傳，並強調環保永續（以租代買）理念，以吸引年輕族群關注。綜合研究結果，本企劃能有效降低拍立得使用門檻，提升顧客體驗與品牌知名度，並兼顧創新性與可行性。預期此服務在共享經濟及復古潮流的推動下，將具備長期發展潛力，並能在更廣泛市場中發揮良好成效。

Abstract This marketing report explores an instant camera rental service aimed at lowering the cost barrier for students and the general public to enjoy instant photography. High equipment and film costs often discourage use; by offering rentals, this project reduces financial pressure while enhancing the ability to capture memories. Using literature review, market analysis, and tools such as SWOT and STDP, the study identifies target audience needs and formulates a differentiated strategy. The service adopts a sharing economy model, offering multiple camera options, flexible rental periods, and tiered pricing. The O2O channel strategy integrates online reservations with physical pick-up and cross-location return services for greater convenience. Promotion leverages social media, pop-up events, and advertising, while emphasizing eco-friendly concepts of “rent instead of buy.” Overall, this project balances innovation and feasibility, with strong potential for sustainable growth supported by the sharing economy and retro photography trends.