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研究生:林筱涵
研究生(外文):Shao-Han Lin
論文名稱:以顧客需求觀點,探討結合網路優勢提昇企業服務行銷策略之因素
論文名稱(外文):The Study of Factors for Promoting Corporate Service Marketing Strategy with the Superiority of the Internet from the Perspective of Customer’s Requirements
指導教授:陳逸昌陳逸昌引用關係
指導教授(外文):Yih-Chang Chen
學位類別:碩士
校院名稱:長榮大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:97
中文關鍵詞:服務品質品質機能展開行銷策略
外文關鍵詞:Service QualityQuality Function DeploymentMarketing tactic
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本研究主要是以提升服務品質作為行銷策略組合的依據,利用網際網路無遠弗屆的特性,更運用網路優勢與既有行銷組合,將原有的行銷策略與網路特性結合創造出新式行銷手法。藉由導入品質機能展開(Quality Function Deployment,QFD)的技術有效提升服務品質和顧客滿意度,以確實的了解顧客的聲音,貼近消費者需求,並利用網路即時、互動等特點互補相乘出更能達到效果的行銷方式和組合,而提出更適用的新式行銷策略。預期最終研究目的為利用品管工具與網路特性結合服務行銷觀念的結合,加上科學的分析方法所得到的研究結果,提供經營者具體行銷策略的參考,以強化服務行銷的觀念來吸引更多潛在的消費族群,為顧客創造價值,提高顧客的忠誠度,落實以顧客導向為願景,讓企業在競爭激烈的環境下取得永續經營的價值,達到消費者及經營者雙贏的局面。
The purpose of this study is to enhance the service quality based on the combination of marketing strategies together with the superiority of the Internet. For this, we can strengthen the existing marketing combinations with the use of traditional marketing tactic and the technology of network to create a new method for marketing. The technique which makes use of the Quality Function Deployment (QFD) is effective for promoting service quality and customer satisfaction, as well as understanding the voice of the customers. With the real-time and interactive features of the Internet, we can multiply the effect and achieve better results by the technique of marketing mix which is applicable to the new marketing strategy. The studying combines both the quality control and the marketing concept together with the results of this research which are obtained from scientific analysis. The analytical method which pluses science gains of research result provides the reference of executive concrete marketing strategy, and enhances the idea of service marketing to attract more latent consumer groups. It can also creates the customer-value and raises the loyalty of customer, as well as carries out the vision with customer-orientation. With these results, the enterprises will obtain the value of everlasting management under the competitive environment of today’s business, and reach the win-win situation for both the customers and the business owners.
中文摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻探討 6
2.1 服務品質 6
2.2 顧客滿意度 15
2.3 服務品質評量 16
2.4 行銷策略 18
2.5 網際網路特性對消費者之影響 21
2.6 利用網際網路特性強化行銷組合 25
2.7 品質機能展開 25
第三章 研究方法 34
3.1 研究流程與架構 34
3.2 研究設計 35
3.3 資料分析方法 41
3.4 品質機能展開 43
3.5 SWOT分析 47
第四章 實證結果與分析 51
4.1 個案研究 51
4.2 問卷信度分析 56
4.3敘述統計分析 61
4.4 品質特性排序法 64
4.5燦坤三C之品質屋行銷關係矩陣 70
4.6 SWOT分析 74
第五章 結論 78
5.1結論 78
5.2建議 82

參考文獻 83
附錄 88
中文部分
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8.黃營衫(譯) (民85),「策略管理」,華泰文化,原著Hill,W.L and Jones,C.R.。
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英文部分
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