在瞬息萬變的現代，婚紗設計產業作為一個文化創意產業的應用藝術，其經營策略，從早期業者引領消費者被動接受每一時期潮流，到中期獨特的婚紗攝影與周邊包套群聚現象，至近期的平價婚紗工作室和高端客製化婚紗設計的兩極化消費模式，皆是過去三十年，供給與需求端不斷動態磨合之結果。
本論文首先透過SWOT和PEST分析，分析產業之總體與個體環境，並衍伸出研究目的探討，分別為影響婚紗風格變遷背後因素與婚紗產業之探索。研究剖析產業裡上游禮服和設計製造商、中游婚紗業者以及終端婚禮祕書呈現消費者之觀點，了解風格流變全貌和分析產業中各種潛在競爭帶來的機會與困難。此訪談樣本經過特定篩選，為19位具代表性資深從業人員，進行半結構式訪談，藉由深入剖析這些關鍵人物、意見領袖和資深業界人士觀點。
首先本研究彙整上、中、下游之訪談內文後，彙整出影響婚紗風格變遷背後因素，並進行構面整合，共歸納出五大構面：設計變遷、環境配適、文化傳統、流行要素與資訊平臺。其次於產業端提出新4D 設計概念與實際成功案例，期於傳統4P、4C理論基礎上，進一步提供業者分析理論。
最後基於傳統上對下帶領流行風潮時代已被打破之事實，提出審美共生與社群平臺共享下，設計端與消費端品牌共創理論之概念。
上述品牌共創理論，本研究於最後將4D設計概念與臺灣婚紗上中下游產業鏈，透過品牌共創觀點，進行彙整並一統圖表，其中眾多寶貴訪談資料，以列點方式整合於此，一覽全貌。
關鍵字：設計、婚紗、流行、風格、文化創意產業

In the fast-changing modern era, the design industry of wedding dresses as a form of applied art goes through various stages of the cultural and creative sector. The early age of the industry started with business strategies which limited the range of the consumers' choices within what the manufacturer supplied. After the former time, the mid-term phenomenon of unique wedding photography strongly influenced the boost in the variety of options of wedding gowns style for consumers. And later, providing surrounding package clusters, then to the recent polarized consumption model of affordable wedding dress studios and high-end customized dress designs, resulting in the continuous dynamic integration of supply and demand over the past three decades. The outcome promotes the supply and demand sides of the market to converge over the past three decades dynamically.
This paper firstly analyzes the macro- and microenvironment of the industry through SWOT and PEST analysis, and then proceeds to explore two purposes of this research: the factors behind the change in wedding dress style and the exploration of the wedding dress industry. The research analyzes the perspectives of upstream dress and design manufacturers, the midstream wedding gown industry, and the end of the sector, presenting consumers with wedding planners to understand the complete picture of style changes and analyze the opportunities and difficulties brought about by various potential competitions in the industry. This sample for the semi-structured interviews was selected from 19 representative professional senior workers to provide insight into the perspectives of these key individuals, opinion leaders and senior industry experts.
This study compiles the interviews from upstream, midstream, and downstream, and then collect the factors behind the change in wedding dress style and integrates them into five major components: design change, environmental adaptation, cultural tradition, popular elements and information platform. Regarding the industry side, it presents 4D design theory and the comparable successful practice, which is expected to provide further analysis theory based on the traditional 4P and 4C.
Finally, based on the fact that the traditional top-to-bottom trend era has been broken, this study proposes the concept of brand co-creation theory between the design and consumer sides under aesthetic symbiosis and social platform sharing.
The brand mentioned above co-created theories. The study integrates 4D design theory with the upstream, midstream, and downstream industry chains of Taiwan bridal gowns via the viewpoint of brand co-creation and unifies the chart. All the valuable interview data are integrated here as a list of points to give a complete picture.
Keywords: design, wedding dress, pop culture, style, cultural and creative industry