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研究生:陳嘉枬
研究生(外文):CHEN, CHIA-NAN
論文名稱:主動式市場策略、價值共創與顧客價值 -以儀器業CH公司為例
論文名稱(外文):Proactive Market Strategies, Value Co-creation, and Customer Value-The Case Study of CH Company in the Instrument’s Industry
指導教授:唐運佳
指導教授(外文):TANG, YUNG-CHIA
口試委員:李元恕吳廣文張國雄唐運佳
口試委員(外文):LII, YUAN-SHUHWU, KUANG-WENCHANG, KUO-HSIUNGTANG, YUNG-CHIA
口試日期:2020-06-22
學位類別:碩士
校院名稱:東海大學
系所名稱:高階經營管理碩士在職專班
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:2020
畢業學年度:108
語文別:中文
論文頁數:63
中文關鍵詞:主動性市場策略價值共創客戶價值
外文關鍵詞:Proactive market strategiesValue co-creationCustomer value
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本研究旨在探討台灣一家進口儀器代理商的市場行銷運作模式,分析主動式市場策略、價值共創與顧客價值之間的關係。台灣進口儀器代理實屬一門非常冷門行業,門檻有一定的限制。經由檢測的程序,數據分析,再現性的表現,儀器的認證報告等應用資源轉授於客戶,讓客戶對其生產出產品的品質有一定的信心。降低不良率,降低生產耗費成本進而提升競爭力及產品附加價值。本研究認為積極主動是企業績效以及創造客戶價值的重要驅動力。研究結果發現:積極主動的市場策略,即為了創造卓越的業績而進行的一系列價值共創與顧客價值活動,並提供了有關積極市場策略所涉及的活動。三個全面性市場策略包括:市場塑造、客戶參與、與和產品創新領導力。這些積極市場策略,旨在創造客戶價值。
The purpose of this study is to analyze the marketing operation mode of an import instrument agent in Taiwan, and explore the relationship between active market strategy, value co-creation, and customer value.
Import instrument agency is a very unpopular industry inTaiwan. There are certain restrictions on the threshold. Through testing procedures, data analysis, reproducible performance, instrument certification reports, and other application resources, the application resources are passed on to the customer to let customers have certain confidence in the quality of their products, reduce the defect rate, reduce production costs, and increase competitiveness and product added value. This study argues that proactiveness is an important driving force for corporate performance and for creating value for customers. The results show that a proactive company's marketing strategy is a series of value co-creation and customer value activities to create outstanding performance and provides an overall overview of the activities involved in the active market strategy. Three overall market strategies can be actively pursued: market shaping, customer participation, and product innovation leadership. These active market strategies are designed to create customer value.

目 次
中文摘要.........................................................................................I
Abstract.........................................................................................II
誌 謝.............................................................................................III
目 次.............................................................................................IV
表 次.............................................................................................V
圖 次.............................................................................................VI
第一章 緒論...................................................................................1
第一節 研究背景與動機.................................................................1
第二節 研究目的............................................................................2
第二章 文獻探討............................................................................4
第一節 主動式市場策略.................................................................4
第二節 價值共創............................................................................8
第三節 顧客價值..........................................................................14
第三章 產業個案分析...................................................................16
第一節 產業公司介紹...................................................................16
第二節 個案說明...........................................................................18
第四章 研究發現與命題................................................................35
第一節 主動式市場策略與價值共創..............................................36
第二節 價值共創與顧客價值.........................................................40
第五章 結論與建議........................................................................46
第一節 結論...................................................................................46
第二節 管理涵意............................................................................47
第三節 研究限制與未來研究方向..................................................48
參考文獻........................................................................................50
英文文獻........................................................................................50
表 次
表2.1說明在行銷環境中的主動性特徵............................................6
表 3.1客戶個案說...........................................................................18
圖 次
圖2.1策略方向,市場策略和商業活動關係圖................................11
圖2.2主動性研究概念結構框架圖..................................................13
圖2.3客戶價值共創概念圖.............................................................15
圖3.1公司結構圖............................................................................16
圖3.2市場行銷比例圖.....................................................................17
圖3.3STP策略分析圖......................................................................19
圖3.4定位圖....................................................................................20
圖3.5無競爭者的產學合作市場塑造圖............................................21
圖3.6主動式市場策略引入競爭者參與定錨效應行銷圖...................25
圖3.7渦電流反應理論......................................................................26
圖3.8渦電流反應理論2....................................................................26
圖3.9渦電流反應理論3....................................................................27
圖3.10封閉型市場市場塑造圖.........................................................28
圖3.11 Total Solution應用技術.........................................................30
圖3.12 L*a*b*值...............................................................................31
圖3.13 YI Index................................................................................32
圖4.1研究發現之構念關係圖............................................................35
圖4.2主動式市場策略與價值共創流程圖..........................................37
圖4.3客戶A公司市場策略與價值共創...............................................38
圖4.4客戶B公司市場策略與價值共創...............................................38
圖4.5客戶C公司市場策略與價值共創...............................................39
圖4.6價值共創與顧客價值流程圖......................................................41
圖4.7客戶A公司價值共創與顧客價值................................................42
圖4.8客戶B公司價值共創與顧客價值................................................43
圖4.9客戶C公司價值共創與顧客價值................................................44


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