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研究生:陳冠良
研究生(外文):Glenn K. Chen
論文名稱:價值導向之行銷策略:以智慧財產權服務公司為例
論文名稱(外文):Value-based Marketing Strategy for Intellectual Property Service Firms
指導教授:佘日新佘日新引用關係
指導教授(外文):Peter J. Sher
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:國際企業學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:75
中文關鍵詞:顧客認知價值行銷策略智慧財產權IP服務代理理論
外文關鍵詞:customer perceived valuemarketing strategyintellectual propertyIP serviceagency theory
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服務業對台灣經濟體系的重要性一直與日遽增,其中特別是專業性智慧財產服務,越來越為企業界所需要,以保護其產品免於受到侵害並進而提高競爭優勢。然而,提供相關服務之智慧財產權服務公司因同業競爭所採取的低價手段已使得其服務品質低落,同時也降低其獲利性。本研究試圖探索顧客的認知價值,找出以顧客認知價值為導向之有效的行銷策略,並探討行銷策略與顧客認知價值的關係。
本研究參酌Harmon & Laird (1997)與Ulaga and Eggert (2006)的顧客價值驅動因素分類表,採用探索性與定性研究方法,並透過深度訪談中台灣數家上市公司的智慧財產相關主管,來收集顧客認知價值的相關資料。其中,本研究發現雙方之間的資訊不對稱與智慧財產權服務公司的某些特性會使得顧客無法認知到智慧財產服務的價值,進而導致顧客的逆選擇與成本為唯一考量,最後造成低落的服務品質與冷漠的服務。雖然某些顧客仍然對智慧財產權公司的報價很敏感,但有許多價值驅動因素卻對顧客的認知價值與決策有相當的影響力。
本研究的結果顯示,顧客認知價值能輕易與行銷策略作連結,同時價值導向之行銷策略應能有效改善智慧財產權服務公司與其顧客間資訊不對稱的問題。
Service industry has been increasingly crucial to Taiwan’s economic system, wherein especially professional IP services are getting required by the enterprises for protection of their products and further for enhancing competitive advantage. However, low-price policy of IP service firms for adverse competition has deteriorated their service quality and reduced their profitability. This study attempts to explore the perceived value of the clients, to locate the effective marketing strategies based on the client’s perceived value, and to discuss the relationship between the marketing strategy and the client’s perceived value.
By reference to Harmon & Laird’s (1997) and Ulaga and Eggert’s (2006) taxonomies of customer value drivers, this study adopts exploratory and qualitative research approaches to gather information regarding client’s perceived value from IP supervisors of public companies in central Taiwan through in-depth interviewing. It is found that the information asymmetry and the IP firm’s characteristics cause client’s incompetence of perceiving IP service value to further incur client’s adverse selection of IP firm and/or price/cost as the only one criterion, finally resulting in deteriorated service quality and indifferent service. Some clients are though still sensitive to the prices quoted by IP service firms but numerous value drivers are deemed much influential in the clients’ perceived value and decisions
This study concludes that customer perceived value can be readily linked to the marketing strategy and value-based marketing strategies should effectively improve the information asymmetry between the IP firms and their clients.
List of Contents
CHAPTER 1 INTRODUCTION .................................................................1
1.1 BACKGROUND......................................................................................................1
1.2 MOTIVATION.........................................................................................................3
1.3 PURPOSE AND RESEARCH QUESTION............................................................3
CHAPTER 2 LITERATURE REVIEW..................................................4
2.1 AGENCY THEORY AND AGENCY COST .........................................................5
2.2 CUSTOMER PERCEIVED VALUE.......................................................................5
2.2.1 Definition of the Value Construct.....................................................................6
2.2.2 Domain of the Value Construct.........................................................................6
2.2.3 Relevant Models of Customer Perceived Value................................................7
2.2.4 Customer Perceived Value................................................................................7
2.3 MARKETING FUNDAMENT................................................................................9
2.3.1 Marketing Concept..........................................................................................10
2.3.2 Customer-Value-Based Marketing Strategy....................................................13
2.4 SERVICES INDUSTRY..........................................................................................16
2.4.1 Definition oF Service.......................................................................................16
2.4.2 Distinctive Characteristics of Service Operations...........................................16
2.4.3 Service Classification.......................................................................................17
2.4.4 Competitive Service Strategies.........................................................................25
2.5 IP SERVICE INDUSTRY.........................................................................................27
CHAPTER 3 METHODOLOGY................................................................31
3.1 RESEARCH FRAMEWORK..................................................................................31
3.2 RESEARCH DESIGN .............................................................................................33
3.2.1 Qualitative Research........................................................................................33
3.2.2 Exploratory Research.......................................................................................35
3.3 RESEARCH PROCESS...........................................................................................35
3.4 DATA COLLECTION ............................................................................................37
3.4.1 Review of Documents........................................................................................38
3.4.2 Interviewing......................................................................................................38
3.4.3 Sampling Plan...................................................................................................39
3.4.4 Interview Guide.................................................................................................40
CHAPTER 4 FINDINGS AND ANALYSIS.........................................42
4.1 SERVICE-REFERENT VALUE DRIVERS...........................................................42
4.2 CUSTOMER-REFERENT VALUE DRIVERS .....................................................49
4.3 SITUATIONAL DRIVERS.....................................................................................54
CHAPTER 5 CONCLUSION AND RECOMMENDATION.....
............................................................................................................................................57
5.1 RESEARCH RESULT.............................................................................................57
5.2 RESEARCH LIMITATION.....................................................................................60
5.3 FUTURE RESEARCH RECOMMENDATIONS...................................................61
REFERENCES.................................................................................................................62


List of Tables
Table 1 Business Scope of IP Service by Different Kinds of Clients………………....29
Table 2 Marketing Research Questions with Strategy……………………………….34
Table 3 Informant Profiles……………………………………………………………..40
Table 4 Value Drivers at Pre-contractual and Post-contractual Stages…….............57

List of Figures
Figure 1 Six Marketing Major Concepts……………………………………………...10
Figure 2 4Ps vs. 4Cs…………………………………………………………………….11
Figure 3 The Service Process Matrix….........................................................................18
Figure 4 Challenges for Service Managers……………………………………………19
Figure 5 Understanding of the Nature of the Service Act……………………………21
Figure 6 Relationship with Customers………………………………………………...22
Figure 7 Customization and Judgment in Service Delivery………………………….23
Figure 8 What is the Nature of Demand for the Service Relative Supply? ………...24
Figure 9 Method of Service Delivery…………………………………………………..25
Figure 10 Market Position of Generic Strategies……………………………………..27
Figure 11 First Research Framework…………………………………………………31
Figure 12 Second Research Framework………………………………………………32
Figure 13 Research Process……………………………………………………………37
Figure 14 Value-based Marketing Strategy…………………………………………..58


Appendix
Summary of Interviews in Chinese……………………………………………………69
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