臺灣博碩士論文加值系統

摘要
美好且充滿個性化的生活型態，人人都想要，也是近年來顧客最追求的東西。例如：Apple的簡單時尚的生活方式、Starbucks所帶起喝咖啡的生活方式等等。這些生活型態讓顧客嚮往並且能夠為企業或者品牌帶來很多價值。但是在傳統高涉入程度產品下，企業或是品牌如何去創造進而行銷一個生活型態？傳統透過影片以及圖像的方式去行銷生活型態，但是高昂的成本與複雜的產品規格等讓顧客必須採取最理性的態度去面對產品與服務。與顧客喜愛並且嚮往的不同生活型態之情感訴求是背道而馳。因此生活型態的行銷方式不能同以往舊有的行銷方式去呈現。
然而，本研究尋找之個案為台灣建築相關產業下，由三家不同專業廠商結合的聯盟，欲行銷一個智能居家生活型態。其個案的特點為以台灣中小企業特性下針對智能居家系統硬體設施推廣著重於功能面，但是卻提高不了價值。因此聯盟目的為能提供顧客更多面向的價值。
一個生活型態能夠讓顧客所接受必須讓顧客能夠體驗，體驗行銷會在當中扮演最關鍵的角色。其中，透過體驗行銷的內涵與設計可以讓企業提供一個好的體驗情境給顧客，進而讓企業得到成長與成功。但是，在體驗行銷相關理論以及案例當中較無完整之體驗架構與規劃內涵。因此本研究透過理論與實務結合，進行探討以及歸納，發展出一個體驗行銷之架構。
最後，本研究在發展架構結合顧客行為，讓體驗行銷架構變成一個循環性且兼具Online to Offline 的體驗流程。同時，本研究也針對顧客在各流程階段中之轉換率提出建議以及想法，讓流程設計能夠更有效率以及強化流程的成功。讓本研究能夠給予企業在執行體驗行銷一套行動的準則。

Abstract
In recent years, everyone wants and pursues beautiful and personalized lifestyle, for example, Apple provides a simple lifestyle and Starbucks create an enjoy coffee lifestyle. Not only people yearn for these lifestyle but also brand can earn a lot of value. But we want know brand how to create a lifestyle to marketing with High-involvement product characteristic. In traditional way brand use film and the image to marketing lifestyle, but with high cost and complex product information let customer have to make rationality decision for product and serve. It is a large different between perceptual feeling what people love and pursue and rationality decision. So Lifestyle marketing in High-involvement product must be new way to do.
However the case this study used is a newly established league of three Taiwan companies in architecture industry plan to marketing a smart home lifestyle. The feature of case is the company in Taiwan architecture industry focus on function part of smart home system. It can`t bring value for company. So the league plan to provide more customer value to customer.
A lifestyle marketing should can be experienced, so Experience Marketing play key role of success. A great design and content of Experience Marketing let brand provide a great experienced situation to customer, and also make brand growing and success. But there isn’t complete experience framework and experience plan content in currently Experience theory. Therefore, this study combined Experience theory and the case, discussed and induced, developed an Experience Marketing framework.
Finally, developed theory of this study is considered customer behavior and have both circulating and fitting O2O. At the same time, this study also focuses on rate of customer transformation of each stage and advanced suggestions and ideas. That makes framework more efficiency and effectiveness. Also this study provides guidelines to company to do Experience Marketing.

目錄
論文審定書------------------------------------------------------------------------------------------i
感謝誌-----------------------------------------------------------------------------------------------ii
中文摘要--------------------------------------------------------------------------------------------iii
英文摘要--------------------------------------------------------------------------------------------iv
第一章 緒論-------------------------------------------------------------------------------------1
第一節 研究背景與動機-----------------------------------------------------------------1
第二節 研究目的--------------------------------------------------------------------------4
第二章 文獻探討-------------------------------------------------------------------------------5
第一節 推敲可能模型--------------------------------------------------------------------5
第二節 顧客價值--------------------------------------------------------------------------8
第三節 體驗行銷-------------------------------------------------------------------------12
第四節 AISAS模型---------------------------------------------------------------------19
第三章 研究方法-------------------------------------------------------------------------------23
第一節 研究方法-----------------------------------------------------------------------23
第二節 研究流程-----------------------------------------------------------------------26
第三節 訪談架構-----------------------------------------------------------------------27
第四章. 討論與分析--------------------------------------------------------------------------28
第一節 產業及個案簡介----------------------------------------------------------------29
第二節 價值與顧客分析----------------------------------------------------------------32
第三節 AISAS架構下體驗行銷流程設計------------------------------------------48
第四節 小結 -----------------------------------------------------------------------------79
第五章. 結論與建議----------------------------------------------------------------------------80
第一節 研究結論-------------------------------------------------------------------------80
第二節 研究貢獻-------------------------------------------------------------------------83
第三節 研究限制-------------------------------------------------------------------------86
附錄1：訪談紀錄--------------------------------------------------------------------------------88
附錄2: 會議記錄--------------------------------------------------------------------------------90
文獻參考-------------------------------------------------------------------------------------------94

(一)、中文文獻
Bernd H. Schmitt (2000), 體驗行銷（王育英、梁曉鶯譯）, 台北:經典傳訊
Catherine Marshall & Gretchen B. Rossman (2006), 質性研究：設計與計畫撰寫
（李政賢譯）, 台北：五南文化
王宣珮 （2016年7月28日）, 消費者行為改變了！行銷下一步：讓顧客「自願
討論你的產品, 取自：https://www.managertoday.com.tw/glossary/view/204
李正文、牟立萱,（2012）, 廣告訴求與產品涉入對廣告溝通效果之影響, 先進工
程學刊 第七卷 第四期 pp. 203-212
潘淑滿, (2003) ,質性研究理論與運用, 心理出版
(二)、英文文獻
Bernd Schmitt. (2011), Experience Marketing: Concepts, Framework and Consumer
Insights, Foundations and Trends
Carmine Gallo (2012), The Apple Experience: Secrets to Building Insanely Great
Customer Loyalty, McGraw-Hill
Jesse James Garrett (2011), The Elements of User Experience: User-Centered Design
for the Web and Beyond, Second Edition
Paul Suggett (2017), Get To Know, And Use, AIDA,
Retrived from https://www.thebalance.com/get-to-know-and-use-aida-39273
Pine & Gilmore (1998), Thinking about moments,
Retrived from https://jamiedsmith.wordpress.com/2013/11/02/thinking-about-moments/
Robert K.Yin (2014), Case Study Research: Design and Methods 5 edition, SAGE
Sunil Gupta. (2014), Creating Customer Value, Harvard business publishing
Sunil Gupta. (2014), Segmentation and Targeting. Harvard Business Publishing.
David Court, Dave Elzinga, Susan Mulder,& Ole Jørgen Vetvik. ( 2009), The
consumer decision journey, McKinsey Quarterly.