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研究生:陳妍伶
論文名稱:客製化服務業之品牌管理
指導教授:陳建維陳建維引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易研究所
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
畢業學年度:97
語文別:中文
論文頁數:107
中文關鍵詞:客製化服務業行銷一對一行銷知覺服務品質品牌權益
相關次數:
  • 被引用被引用:4
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:6
台灣職場近年出現許多熱門新興行業,如芳療師、禮儀師、婚禮顧問與健身教練等。這些行業的特色是服務提供者必須針對消費者的需求而改變服務內容。因此,此類別的產業如何操作客製化便成為主要的研究動機。
本研究以台灣婚禮顧問公司為研究對象,以客製化的方式為主軸,參考學者文獻,並配合此產業的特性,發展出本論文的研究架構。本論文透過次級資料的分析以及個案訪談的方式,訪問三間不同性質的婚禮顧問公司,探討其客製化的模式以及該模式對其個案商業模式的影響。

本研究結論發現如下:
台灣婚禮顧問業還在快速發展中,因此並未形成固定的形式,雖然都統稱婚禮顧問,但不同的個案服務內容差異甚大。然而客製化程度不同的婚禮顧問能滿足對客製化需求不同的新人,因此在市場上提供多元化的客製化方式是有其必要性。
由個案可以整理出客製化服務業的品牌定位會影響市場區隔的選擇,而目標市場不同會影響客製化的程度與方式,客製化的選擇則會影響組織內、外部行銷的形式與提供服務項目的內容,而服務項目的內容則會影響事後行銷的重要性。客製化服務業可以依照此順序發展出合適的商業模式。未來發展則會朝一站式服務邁進。而本研究發現適用於一生只會購買一次的客製化服務業。
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題與目的 3
第三節 章節架構 4
第二章 文獻探討 5
第一節 客製化 5
第二節 服務業管理 11
第三節 服務業品牌管理 31
第三章 研究方法 41
第一節 研究架構 41
第二節 研究對象 43
第三節 研究流程 44
第四章 個案整理 45
第一節 個案一:麗庭莊園(Grace Hill) 45
第二節 個案二:永恆婚禮顧問(Wedding Mall) 56
第三節 個案三:閣樓婚禮精品(Grace Collection) 64
第四節 個案比較 72
第五章 命題發展 84
第六章 結論與建議 91
第一節 研究結論 91
第二節 未來發展與研究建議 92
第三節 研究限制 94
參考文獻 95
附錄 104
附錄一: 訪問大綱 104
附錄二: 圖1:喜帖種類選擇 107
圖2:同種類下款式選擇 107
圖3:婚卡加工選擇 107
中文文獻:
1.林奇伯、陳建豪,「親密經濟來臨,你不能不知10大職場趨勢」,遠見雜誌,2007年5月號.
2.行政院主計處,婚對數、結婚率、離婚對數、離婚率,http://sowf.moi.gov.tw/stat/month/m1-02.xls
3.永恆婚禮 Wedding Mall http://www.foreverwed.com.tw
4.非常婚禮Verywed http://verywed.com
5.邱莉燕,「精緻行銷搶千億元幸福商機」,今週刊,第445期,2005年6月30日
6.黃子潔 (2007), “代言人網誌日記形式廣告之溝通效果研究,” 政治大學廣告研究所論文.
7.黃牧慈 (2003), “SARS引爆第二波.COM熱,250億市場等你搶!” e天下第030期.
8.楊明珠,「日本婚宴經營業者:台灣婚禮市場商機大」,中央社,2007年7月12日
9.經典婚紗C H Wedding www.c-hwedding.com
10.閣樓婚禮顧問Grace Collection http://www.weddings.com.tw
11.麗庭莊園 http://www.grace-hill.com.tw/

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