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研究生:莊玫燕
研究生(外文):Mei-Yen Chuang
論文名稱:利用品質機能展開法評估企業行銷策略-以燦坤3C為例
論文名稱(外文):The Application of Quality Function Deployment in Marketing strategy - the case study on TK3C
指導教授:顧麗玲顧麗玲引用關係
指導教授(外文):Li-Lin Ku
學位類別:碩士
校院名稱:立德大學
系所名稱:工業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:85
中文關鍵詞:行銷組合服務行銷品質機能展開行銷策略服務品質
外文關鍵詞:Service marketingMarketing strategyMarketing mix、Service QualityQuality Function Deployment
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現今3C量販產業為了提升營收和競爭力,方法除了削價競爭、提供產品的多樣性以外,尌是不斷改良行銷手法。然而早期的工具箱式的行銷組合稍嫌不足,所以要藉由服務品質的提升來增加企業的競爭能力藉以補足傳統行銷組合的不足。在知識經濟社會中,服務是重要核心,優質的服務,始終有賴於成功人際關係,如何讓服務被顧客明白感受到,讓顧客在量販店購買的是商品的價值而不只是商品本身。本研究詴以品質機能展開法,利用服務行銷觀念來探討3C量販業者行銷策略,藉以提升服務品質和顧客滿意度的觀點 ,來評估適用可行的行銷策略,利用品質機能展開(Quality Function Deployment,QFD)的技術,傾聽顧客真正需求,找出重要的服務品質技術,藉以作為服務業差異化行銷,在3C量販服務產業上,除了所提供的產品能夠達到顧客要求以外,提升服務品質將視為競爭首要目標。針對業者內部環境優劣勢與外在環境的機會和威脅提出改善策略及建議,以期利用品管工具與行銷觀念的結合,加上科學的分析方法所得到的研究結果,配合行銷策略的執行,在最短時效內提升服務品質,藉以達到顧客滿意最大化,進而達到消費者及經營者雙贏的局面。
In order to improve sales and competition, 3C hypermarkets have to use price deduction, product diversity and marketing strategy to attract customers. The tool-box marketing combination in early days is not sufficient for the modern times; thus, service quality is essential to improve business competition and compensate the deficiency of traditional marketing combination. In a knowledge economy society, service is the most important factor. An excellent service depends on successful interpersonal relationship. It is important to make customers feel satisfied with the service so they know they have purchased a value-added product but product itself. Using quality function deployment method and service marketing concept, this study intends to investigate marketing strategy of 3C superstores. By improving service quality and customer satisfaction, applicable marketing strategies are evaluated; with quality function deployment techniques, it is essential to understand customers’ real needs in order to search for important service quality techniques which can be used for differential marketing in service industry. In addition to offer products that satisfy customers’ needs, 3C superstores have to consider service quality as the major goal for competition in the industry. Focus on the advantages and disadvantages of internal environment, the opportunity and threats of external environment to propose strategy and suggestions for improvement. Combine quality control and marketing concept together with research results obtained from scientific analysis; after executing marketing strategy, service quality may be improved in a short term for maximizing customer satisfaction and reaching a win-win situation for customers and business owners.
中文摘要 ……………………………………………………………….. i
英文摘要 ……………………………………………………………….. ii
誌謝
……………………………………………………………….. iii
目錄 ……………………………………………………………….. iv
表目錄 ……………………………………………………………….. vi
圖目錄 ……………………………………………………………….. vii
第壹章 緒論………………………………………………………….. 1
第一節 研究背景及動機…………………………………………….. 1
第二節 研究目的…………………………………………………….. 2
第三節 研究範圍與限制…………………………………………….. 3
第四節 研究方法……………………………………………….……. 3
第五節 研究流程與架構…………………………………………….. 4
第貳章 文獻探討…………………………………………………….. 7
第一節 3C量販產業…………………………………………………. 7
第二節 行銷策略…………..…………………………………..…….. 10
第三節 服務品質…………………………………………………….. 12
第四節 顧客滿意度………………………………………………….. 22
第五節 品質機能展開……………………………………………….. 23
第六節 SWOT分析………………………………………………….. 31
第參章 研究方法…………………..………………………………… 33
第一節 研究之流程與架構………………………………………….. 33
第二節 研究設計……………………………..……………………… 34
第三節 資料分析方法……………………………………………….. 38
第四節 發放問卷前測及結果……………………………………….. 40
第五節 品質機能展開法…………………………………………….. 41
第六節 SWOT分析………………………………………………….. 43
第肆章 實證結果與分析…..………………………………………… 46
第一節 個案研究…………………………………………………….. 46
第二節 問卷信度分析..……………………………………………… 52
第三節 敘述統計分析……………………………………………….. 56
第四節 品質特性排序評量法………………………………………. 59
第五節 燦坤3C之品質屋行銷關係矩陣…………………………… 64
第六節 SWOT分析………………………………………………….. 68
第伍章 結論與建議………………………………………………….. 72
第一節 結論………………………………………………………….. 72
第二節 建議………………………………………………………….. 75
參考文獻 ……………………………………………………………….. 76
附錄一 研究問卷……………………………………………………. 81
簡歷 ……………………………………………………………….. 85
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