臺灣博碩士論文加值系統

越南經濟受到疫情影響，實體零售表現嚴重下滑，然而，電子商務卻獲得了極佳的成長機會。本來專注於實體經營活動的公司，很快地透過電子商務與各種數位工具重新對顧客溝通與銷售。然而，線上與實體銷售活動有著不同的服務流程，顧客對於線上銷售方式也有著不同的期待。於是，顧客旅程地圖便成為有效辨識顧客需求與改善服務流程的方法。
本研究以一家越南蕈菇生產企業的電子商務事業為研究對象，探討該企業投入線上銷售時，如何採用顧客旅程方法找出顧客需求與重新設計服務流程。本研究廣泛地分析越南消費市場狀況與探究該企業內部銷售資料，找出了一個具有代表性的半虛構角色。透由檢視該角色的解決問題過程，本研究描繪出接觸點、痛點、與感受，並且找到了數個具有洞察力的結果。從而，本研究建議了改善顧客旅程的幾個方法，包括了數位化接觸點的創建與調整、配套服務的導入、會員關係管理等。本研究發現，該企業所設定的角色不僅有著明確痛點需要解決，更有著期待藉著完成其生活目標而獲得的成就感。本研究建議該企業可以進一步地監控新的顧客旅程的顧客滿意度，做為日後持續改善顧客旅程的參考管理指標。

Vietnam's economy has suffered from the impact of the epidemic and the performance of brick-and-mortar retail has declined significantly. However, e-commerce has gained excellent growth opportunities. Companies that had focused on physical activities were quickly reconnecting and selling to customers through e-commerce and digital tools. However, online and physical sales activities have different service processes, and customers have different expectations for online sales methods. Therefore, customer journey map becomes an effective way to identify customer needs and improve service process.
his study takes the e-commerce business of a Mushroom production enterprise in Vietnam as the research object, and discusses how to use the customer journey method to find out the customer demand and redesign the service process when the enterprise puts into online sales. This study extensively analyzed the consumer market conditions in Vietnam and explored the internal sales data of the enterprise, and identified a representative semi-fictional character. By examining the character's problem-solving process, the study delineates touch points, pain points, and feelings, and finds several insightful results. Therefore, this study suggests several ways to improve customer journey, including the creation and adjustment of digital touchpoints, the introduction of supporting services, membership relationship management, etc. This study found that the role set by the enterprise not only has clear pain points to solve, but also has a sense of accomplishment to achieve her life goal. This study suggests that the enterprise can further monitor the customer satisfaction of the new customer journey as a reference for continuous improvement of customer journey in the future.

目 錄
書名頁 i
審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究架構與範圍 3
第二章 文獻探討 5
第一節 服務滿意度 6
第二節 失敗和修復Failure and Recovery 7
第三節 客戶的回應 8
第四節 共同創造co-creation 9
第五節 通路和技術的斷點 11
第三章 研究對象與方法 13
第一節 研究對象 13
第二節 研究方法 15
第三節 個案企業介紹 15
第四節 顧客旅程 18
第四章 個案分析 19
第一節 個案企業分析 19
第二節 顧客旅程分析 21
第三節 顧客旅程案例 22
第四節 個案研究發現 29
第五章 結論與建議 34
第一節 結論 34
第二節 研究限制與建議 35
參考文獻 37
中文文獻 37
英文文獻 38
附件一 43

表 目 錄
表 1 越南名義國內生產總值：2009年~2020年個人消費支出表 13
表 2 個案企業鎖定的明確消費族群 14
表 3 5W1H階層表 20
表 4 訪談查核表 22
表 5關鍵決策問題 22
表 6 購買前的顧客旅程 25
表 7 購買後的顧客旅程 28

圖 目 錄
圖 1 研究架構與流程 3
圖 2 顧客決策旅程地圖 5
圖 3 5A顧客消費路徑 6
圖 4 2009~2020期間的越南個人消費支出 14
圖 5 實體商店開幕照 17
圖 6 商/禮品陳列區 17
圖 7 越南網紅來店宣傳 17
圖 8 顧客旅程地圖 21
圖 9 廣告管理員後台示意圖 30
圖 10 廣告受眾後台示意圖 31
圖 11 像素安裝連結示意圖 31
圖 12 廣告點擊率統計 32
圖 13 廣告貼文洞察報告 32

中文文獻
電子網路資料
1. 越通社 (2021)，越南電子商務發展策略總計畫 (2021-2025年)，2021年11月30日，取自於 Vietnam Plus網站，網址: https://zh.vietnamplus.vn/%E5%9B%BE%E8%A1%A8%E6%96%B0%E9%97%BB%E8%B6%8A%E5%8D%97%E7%94%B5%E5%AD%90%E5%95%86%E5%8A%A1%E5%8F%91%E5%B1%95%E8%AE%A1%E5%88%9220212025%E5%B9%B4%E9%98%B6%E6%AE%B5/122904.vnp
2. 經濟部國貿局 (2021)，在COVID-19疫情爆發後越南電子商務快速成長，2021年11月15日，取自於台灣經貿網網站，網址: https://info.taiwantrade.com/biznews/%E5%9C%A8covid-19%E7%96%AB%E6%83%85%E7%88%86%E7%99%BC%E5%BE%8C%E8%B6%8A%E5%8D%97%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E5%BF%AB%E9%80%9F%E6%88%90%E9%95%B7-2439581.html



 
英文文獻
書籍:
1. Philip, K., Iwan, S., Hermawan, K. (2021)，行銷5.0：科技與人性完美融合時代的全方位戰略，運用MarTech，設計顧客旅程，開啟數位消費新商機(林步昇)，天下雜誌，台北市。
2. Michael E. Porter (2007)，策略是什麼(高登第、李明軒)，哈佛商業評論。(原著於1996年出版)

期刊報章論文:
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