建立以顧客價值認知之服務行銷－以C公司為例

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彭桂銘(Kuei-Ming Peng) 查詢紙本館藏

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高階主管企管碩士班

論文名稱

建立以顧客價值認知之服務行銷－以C公司為例

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摘要(中)

景氣欠佳，顧客阮囊羞澀趨而減少開支，形成理性消費的市場，而企業為求突破困境與僵局，紛紛回歸至經濟循環的本質，去「搜尋顧客的需求」，找尋「顧客價值認知」之路，而建立顧客價值的「價值」不是以絕對金額的大小來衡量。「價值」最早在行銷領域中被提及，Levitt（1960）提出顧客導向觀點時認為產品取悅了顧客，並產生「價值」；而Kotler（1999）認為顧客價值是顧客對產品滿足消費者需求之整體能力的評價。
昔日傳統的「製造導向」演進至現今以顧客為中心的經營模式，使企業必須從現在的顧客關係中尋找增加附加價值與利潤的機會，以提升營運效率並吸引新顧客。本研究係以探索性研究方法，藉由個案公司在橡塑膠機械業經營成功的案例研究，提出傳統機械業者之經營策略，應以「服務行銷」取代傳統行銷，並歸納出「服務行銷」三構面 ─ 服務差異化、商品專業化與價值創新化，各個構面之實施與執行的作為，以為實務界之參考運用及學界後續研究的領域方向。

摘要(英)

Economy is not good enough, the customer embarrassingly short
of money hastens but reduces the expenses, form the market of
rational consumption, and enterprises come back to the essence in
the business in order to break through the predicament and deadlock.
That is; search the customer’s demand , the amount which
customer’s perceived value is satisfied , but the ’ value ’ of
setting up customer’s value is not weighed with the size of the
absolute amount of money. ’ value ’ has been mentioned in on sale
throughout the fielding most early, Levitt (1960 ) propose that the
customer thinks while leading the view that the products have
pleased customers, and produce ’ value ’; And Kotler (1999 ) thinks
that customer’s value is the appraisal of the whole ability that the
customer is satisfied with consumer demand for the products.
The approach of market-driven has been gradually replacing the
way of manufacturing-oriented, making the enterprises to increase
additional value from the customer’s relationship. This research deals
with the explorative case in the industry of plastic and rubber
machinery. Service Marketing is consisted of three contents -
Serve difference, goods specialization and value to innovate and
creative, the implementation of each domain the trend globally.

關鍵字(中)

★ 顧客
★ 服務
★ 行銷

關鍵字(英)

★ Customer Perceived Value
★ Service Marketing
★ Plastic and Rubber Machinery

論文目次

第一章緒論……………………………………………………1
第一節研究背景與動機…………………………………1
第二節研究目的…………………………………………3
第三節研究程序………………………………………………4
第二章文獻探討…………………………………………………6
第一節價值認知的探討……………………………………6
第二節產品價值……………………………………………14
第三節服務價值……………………………………………18
第四節製造業的服務策略…………………………………28
第五節服務行銷相關理論研究……………………………31
第三章研究設計…………………………………………………36
第一節研究架構……………………………………………36
第二節研究變數……………………………………………37
第三節研究方法……………………………………………38
第四節研究對象及工具……………………………………39
第四章個案研究探討……………………………………………41
第一節橡塑膠機械產業概況………………………………41
第二節個案公司簡介………………………………………46
第三節個案公司之服務行銷策略…………………………49
第五章結論與建議………………………………………………68
第一節研究結論…………………………………………68
第二節研究建議……………………………………………70
參考文獻…………………………………………………………73
一、英文部份……………………………………………73
二、中文部份………………………………………………82

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指導教授

李小梅(Shau-Mei Li)

審核日期

2005-5-31

推文