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研究生:鄭順元
研究生(外文):Shun-Yuan Cheng
論文名稱:使用價值羅盤理論探討企業在行動應用程式的策略導向應用
論文名稱(外文):Using Value Compass Theory to Explore Enterprise Strategy Orientation on Mobile App
指導教授:劉哲宏劉哲宏引用關係
指導教授(外文):Che-Hung Liu
口試委員:劉哲宏曾繁絹王仁聖
口試委員(外文):Che-Hung LiuFan-Chuan TsengJen-Sheng Wang
口試日期:2014-07-24
學位類別:碩士
校院名稱:國立臺南大學
系所名稱:經營與管理學系科技管理碩士在職專班
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:2014
畢業學年度:102
語文別:英文
論文頁數:64
中文關鍵詞:價值羅盤理論、行動商務、電子商務、手機應用程式、層級分析法、品牌價值、品牌識別
外文關鍵詞:Value Compass Theory, Mobile Commerce, E-Commerce, Mobile App, AHP Method, Brand Value, Brand identity
相關次數:
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行動商務的特色在於可以創造多種創新的想法,許多企業開始把重心放在商務應用程式上,特別是在高資本品牌市場。行動應用程式改變了顧客行為模式,這將會是企業除了透過公司網站,應用於多種類的屏幕設備下之行銷策略發展。在本研究中,將使用價值羅盤理論來探討企業策略導向應用在行動應用程式。

價值羅盤理論分為四個方向來研究,分別是客戶結構管理、潛在關係價值定位、增值作用、獎勵和風險分享。經由層級分析法設計問卷,由高階經理人做為問卷對象,並將回收之問卷資料分析後,其得到的結果如下: 經理人同意企業的行動應用程式是做為增加新客戶的重要工具,並認為其主要作用在描述產品知識和品牌識別。其次,經理人也同意在使用者滿意企業行動應用程式的情況下,將有可能從群體中增加更多的訂單。

The characters of mobile commerce can be created multiple innovation ideas. Many enterprises attach importance to have Apps on business, especially brand marketing which is high capital. The consumer behavior is changed by mobile App that is a chance of enterprise marketing strategy on multiple devices and screens except website. (Yee, 2011) In this study that is using Value Compass Theory (Robert Edwin Wayland & Cole, 1997) to explore enterprise strategy orientation on mobile App.

There are four cardinal points which are the framework of Value Compass Theory including Customer Portfolio Management, Value Proposition Design, Value-added Role, Reward and Risk Sharing. (Robert Edwin Wayland & Cole, 1997) It is following A.H.P. Method (T.L. Saaty, 1980) to design questionnaire. The questionnaire samples are all enterprise managers.

After data analysis, the inference is as follows: First of all, managers agree with enterprise App that is the most important tool on increasing new customers. Second, they think that the value of App is more valuable to describe product knowledge and brand identity. Third, they agree with that the App services VIP member for total solution, especially financial industry. Finally, they agree that it could be extended offer by group if users like the enterprise App service.

Abstract in Chinese i
Abstract in English ii
Thank You Speech iii
Contents iv
List of Figure vi
List of Table vii
Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purpose 4
1.3 Thesis Structure 7
Chapter 2 Literature Review 8
2.1 Mobile Commerce 8
2.1.1 Electric Commerce 8
2.1.2 Taiwan Mobile Commerce 8
2.2 Value Compass Theory 10
2.2.1 Customer Portfolio Management 10
2.2.2 Value Proposition Design 10
2.2.3 Value-added Role 11
2.2.4 Reward and Risk Sharing 11
2.3 Mobile App 14
2.3.1 Kinds of Apps 15
2.3.2 App Store 28
2.3.3 Life Cycle and Making Process of App 28
2.3.4 User Experience 29
Chapter 3 Research Methodology 30
3.1 Analytical Hierarchy Process Method: AHP Method 30
3.2 Questionnaire Design 32
3.2.1 Setting Study Question 32
3.2.2 Setting Hierarchical Structure 32
3.2.3 Setting Paired Comparison Value 35
3.2.4 Designing Paired Comparison 36
3.3 Data Collection 42
Chapter 4 Data Analysis 47
4.1 Validity & Reliability 47
4.1.1 Establishing the Pair-Wise Comparisons Matrix 47
4.1.2 Testing Whole Level Consistence 49
4.2 Result of Questionnaire 53
Chapter 5 Conclusions & Suggestion 54
5.1 Conclusions 54
5.2 Suggestion 61
5.2.1 Academic Applications 61
5.2.2 Practical Implications 61
5.3 Research Limit 61
5.4 Future Work 62
List of Reference 63
Appendix 65

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