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題名 鐵粉的煉成：韓流圈粉、轉粉與煉粉的發展過程
Shaping of Superfandom：The Developmental Process of Attracting, Converting and Consolidating Fandom in Korean Popular Music Industry作者 詹雅棠
Chan, Ya-Tang貢獻者 蕭瑞麟<br>白佩玉
Hsaio, Ruey-Lin<br>Bai, Pei-Yu
詹雅棠
Chan, Ya-Tang關鍵詞 組織作為
粉絲
顧客關係管理
使用者創新
顧客體驗
顧客忠誠
Organizational practices
Fandom
Customer relationship management
User innovation
Customer experience
Customer loyalty日期 2019 上傳時間 3-Aug-2020 18:40:52 (UTC+8) 摘要 培養忠誠顧客，並與顧客建立良好甚至長遠的關係，一直都是企業所致力的。許多企業因此而投入諸多資金，由改善與顧客溝通的資訊系統著手，以更加全面地了解顧客所需；又或是進行多項產品與服務品質的控管，以達顧客滿意，但是結果卻往往不盡理想。在顧客關係管理理論中提及，企業與顧客之間的互動，是建立關係的重要來源，原因則來自於互動的產生，使基於雙方的價值需求。因此，若能更加地準確理解顧客所要的價值，則更容易達成關係的建立。但是他們也發覺到：透過衡量價值而顯示出的滿意回饋，卻似乎仍然與顧客擁有建立與維持關係的意願，尚保有一段距離，也更別提顧客是否真的對於企業產生忠誠。雖然近期文獻中，也有一派學者提出應該要理解顧客的認知與心理，由顧客的感受出發理解顧客的關係管理，但卻仍多以其行為面，做為理解顧客可能產生顧客忠誠的源頭，而非真正深入探討他們的感受。本研究藉由韓團與其粉絲群的組織作為分析，提出「顧客轉換」的概念，以釐清顧客與企業在進行互動過程中發生的改變，從中了解顧客得到了什麼樣的體驗，及其感受上的變化。本研究認為，企業若想與顧客建立較長遠的關係，自然需要理解對方並思考著如何與其互動，而這不僅可以考量顧客的感受，也可由其「身分」著手。這是由於顧客在與企業建立關係的過程中，他們對於企業的認知與情感是產生改變的，甚至在歷經一連串的變化後，原先的顧客更不再只是顧客了。而在實務上的觀念中，本研究強調了企業與顧客互動上，是產生顧客體驗的重要來源，也提出企業可將顧客視為粉絲，或將顧客進行分類的新觀點。本研究更認為，不以追求交易結果的想法與顧客交流，才是企業得以與其顧客群，建立真正長久而良善關係的緣由。
Cultivating loyal customers and establishing favorable or even long-term relationships with customers has always been a force for companies. Many companies have invested a lot of money to improve the communication system with customers to better understand the needs of them, or to control the quality of products and services to achieve customer satisfaction, but the results are often not that ideal. In the theory of customer relationship management, the interaction between the company and the customer is an important source of relationship, and the reason comes from the interaction, which makes the value based on both parties. Therefore, if the value of the customer is more accurately understood, it is easier to establish the relationship. But they also found that the satisfaction feedback shown by measuring the value seems to still have a willingness to establish and maintain a relationship with the customer, and there is still a distance, not to mention whether the customer is really loyal to the company. Although there are also some scholars in the recent literature who propose that the company should understand customers’ cognition, psychology and their feelings, but intead of delving into it,still use their behavior as the source of understanding customer loyalty. Based on the analysis of the organization practices of KPOP and their fans, this study proposes the concept of “customer conversion” to clarify the changes that customers and companies have undergone in the process of interaction, and to understand what kind of experience customers have and how they feel. This study believes that if a company wants to establish a long-term relationship with its customers, it is necessary to understand each other and think about how to interact with them. Not only consider the customer`s feelings, but also his "identity". This is because customers have changed their perceptions and emotions in the process of establishing relationships with companies, and after a series of changes, some original customers are even no longer customers. In the practical concept, this study emphasizes that the interaction between the company and the customer is an important source of customer experience, and also suggests a new perspective that the company can regard the customer as a fan or classify the customer. This study also believes that the idea of not only pursuing the outcome of a transaction, and communicating with customers is the main reason of a company can establish a truly long-lasting and good relationship with its customer base.參考文獻 一、中文文獻史習安、詹惠君、朱國明、黃俊英2008「以顧客關係管理觀點探討顧客保留之前國、中介與干擾模型研究」，《中山管理評論》，第16卷，第1期，第119-148頁。徐村和、唐嘉偉2014「顧客關係管理策略發展分析模式」，《管理評論》，第 33卷，第1期，第1-17頁。陳妙齡、陳信宏2009「運用顧客終身價值模型及ARIMA分析評估顧客價值：台灣百貨公司個案分析」，《中山管理評論》，第17卷，第2期，第339-365頁。謝汶進、塗婉吟2008，「顧客關係管理之重覆購買行為預測模式」，《行銷評論》，第 5卷，第2期，第197-220頁。歐素華，2019，「精準分眾以創新：由使用者行為引導媒體服務設計」，《中山管理評論》，第 27 期，第 1 卷，第 11-56 頁。蕭瑞麟、許瑋元，2010，「資安洞見：由使用者痛點提煉創新來源」，《組織與管理》，第 3 期，第 2 卷，第 93-128 頁。二、英文文獻Berry, L. L. 1995. Relationship marketing of services: Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4): 236-245.Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. 2011. Customer engagement. Journal of Service Research, 14(3): 252-271.Derbaix, M., & Korchia, M. 2019. Individual celebration of pop music icons: A study of music fans relationships with their object of fandom and associated practices. Journal of Consumer Behaviour, 18(2): 109-119.Jaakkola, E., & Alexander, M. 2014. The role of customer engagement behavior in value Co-creation. Journal of Service Research, 17(3): 247-261.Morgan, R. M., & Hunt, S. D. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3): 20.Oliver, R. L. 1999. Whence consumer loyalty? Journal of Marketing, 63(4): 33-44.Pansari, A., & Kumar, V. 2016. Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3): 294-311.Parvatiyar, A., & Sheth, J. N. 2001. Customer relationship management: Emerging practice, process, and discipline. Journal of Economic & Social Research, 3(2): 1.Payne, A., & Frow, P. 2005. A strategic framework for customer relationship management. Journal of Marketing, 69(4): 167-176.Reinartz, W. J., & Kumar, V. 2000. On the profitability of long-life customers in a non-contractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4): 17-35.van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. 2010. Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3): 253-266.Venkatesan, R. 2017. Executing on a customer engagement strategy. Journal of the Academy of Marketing Science, 45(3): 289-293.Venkatesan, R. & Kumar, V. 2004. A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68, 68-105.Vivek, S. D., Beatty, S. E., & Morgan, R. M. 2014. Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2): 122-146. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363080資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363080 資料類型 thesis dc.contributor.advisor 蕭瑞麟<br>白佩玉 zh_TW dc.contributor.advisor Hsaio, Ruey-Lin<br>Bai, Pei-Yu en_US dc.contributor.author (Authors) 詹雅棠 zh_TW dc.contributor.author (Authors) Chan, Ya-Tang en_US dc.creator (作者) 詹雅棠 zh_TW dc.creator (作者) Chan, Ya-Tang en_US dc.date (日期) 2019 en_US dc.date.accessioned 3-Aug-2020 18:40:52 (UTC+8) - dc.date.available 3-Aug-2020 18:40:52 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 18:40:52 (UTC+8) - dc.identifier (Other Identifiers) G0106363080 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131340 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363080 zh_TW dc.description.abstract (摘要) 培養忠誠顧客，並與顧客建立良好甚至長遠的關係，一直都是企業所致力的。許多企業因此而投入諸多資金，由改善與顧客溝通的資訊系統著手，以更加全面地了解顧客所需；又或是進行多項產品與服務品質的控管，以達顧客滿意，但是結果卻往往不盡理想。在顧客關係管理理論中提及，企業與顧客之間的互動，是建立關係的重要來源，原因則來自於互動的產生，使基於雙方的價值需求。因此，若能更加地準確理解顧客所要的價值，則更容易達成關係的建立。但是他們也發覺到：透過衡量價值而顯示出的滿意回饋，卻似乎仍然與顧客擁有建立與維持關係的意願，尚保有一段距離，也更別提顧客是否真的對於企業產生忠誠。雖然近期文獻中，也有一派學者提出應該要理解顧客的認知與心理，由顧客的感受出發理解顧客的關係管理，但卻仍多以其行為面，做為理解顧客可能產生顧客忠誠的源頭，而非真正深入探討他們的感受。本研究藉由韓團與其粉絲群的組織作為分析，提出「顧客轉換」的概念，以釐清顧客與企業在進行互動過程中發生的改變，從中了解顧客得到了什麼樣的體驗，及其感受上的變化。本研究認為，企業若想與顧客建立較長遠的關係，自然需要理解對方並思考著如何與其互動，而這不僅可以考量顧客的感受，也可由其「身分」著手。這是由於顧客在與企業建立關係的過程中，他們對於企業的認知與情感是產生改變的，甚至在歷經一連串的變化後，原先的顧客更不再只是顧客了。而在實務上的觀念中，本研究強調了企業與顧客互動上，是產生顧客體驗的重要來源，也提出企業可將顧客視為粉絲，或將顧客進行分類的新觀點。本研究更認為，不以追求交易結果的想法與顧客交流，才是企業得以與其顧客群，建立真正長久而良善關係的緣由。 zh_TW dc.description.abstract (摘要) Cultivating loyal customers and establishing favorable or even long-term relationships with customers has always been a force for companies. Many companies have invested a lot of money to improve the communication system with customers to better understand the needs of them, or to control the quality of products and services to achieve customer satisfaction, but the results are often not that ideal. In the theory of customer relationship management, the interaction between the company and the customer is an important source of relationship, and the reason comes from the interaction, which makes the value based on both parties. Therefore, if the value of the customer is more accurately understood, it is easier to establish the relationship. But they also found that the satisfaction feedback shown by measuring the value seems to still have a willingness to establish and maintain a relationship with the customer, and there is still a distance, not to mention whether the customer is really loyal to the company. Although there are also some scholars in the recent literature who propose that the company should understand customers’ cognition, psychology and their feelings, but intead of delving into it,still use their behavior as the source of understanding customer loyalty. Based on the analysis of the organization practices of KPOP and their fans, this study proposes the concept of “customer conversion” to clarify the changes that customers and companies have undergone in the process of interaction, and to understand what kind of experience customers have and how they feel. This study believes that if a company wants to establish a long-term relationship with its customers, it is necessary to understand each other and think about how to interact with them. Not only consider the customer`s feelings, but also his "identity". This is because customers have changed their perceptions and emotions in the process of establishing relationships with companies, and after a series of changes, some original customers are even no longer customers. In the practical concept, this study emphasizes that the interaction between the company and the customer is an important source of customer experience, and also suggests a new perspective that the company can regard the customer as a fan or classify the customer. This study also believes that the idea of not only pursuing the outcome of a transaction, and communicating with customers is the main reason of a company can establish a truly long-lasting and good relationship with its customer base. en_US dc.description.tableofcontents 聲明頁 I中文摘要 II英文摘要 III論文目錄 IV圖目錄 VI表目錄 VII壹、緒論 1第一節 研究動機 1第二節 研究目的 3第三節 預期效應 5貳、文獻回顧 7第一節 定義顧客關係管理 7第二節 互動效益論 12第三節 互動契合論 14第四節 理論缺口：顧客轉換觀點 17參、研究方法 19第一節 理論取樣原則 19第三節 資料收集方式 23第四節 分析架構與步驟 26肆、研究發現 30第一節 鯉躍龍門的BTS 30第二節 圈粉作法 33一、組織作為：眼耳心的共鳴感動 36二、體驗結果：「能娛樂也能癒樂。」 43第三節 轉粉作法 48一、組織作為：會成長的團體故事 51二、體驗結果：「他們與我並肩齊走。」 60第四節 煉粉作法 64一、組織作為：虛實並進的娛樂世界 65二、體驗結果：「無可替代的偶像。」 78伍、討論 83第一節 學術貢獻 83一、顧客關係管理中，互動是為了促發顧客進行認知轉換 83二、認知轉換的重點，在於過往體驗帶來的價值辨識 84三、理解顧客，著落點也可在其身分 84第二節 實務啟示 85一、台灣流行音樂產業的實務啟示 85二、一般的企業實務啟示 86三、顧客轉換的三原則：吸引、依賴與歸屬 87第三節 研究限制與未來方向 89陸、結論 91參考文獻 93英文文獻 93中文文獻 94附件：碩士論文修改 口試委員問題回覆 95 圖目錄圖 1：BTS粉絲培養流程的分析步驟（本研究整理） 26圖 2：BTS或KPOP閱聽者，轉為粉絲時的四大行為（本研究整理） 27圖 3：BTS培養粉絲的分析架構（本研究整理） 28圖 4：BTS應援手燈與各式的應援手幅 69圖 5：首爾的廣告應援，與台灣的公車廣告應援 76圖 6：與咖啡店合作的杯套與應援宣傳圖 77表目錄表 1：顧客關係管理文獻的兩派論點（本研究整理） 9表 2：本研究的田野調查整理 25表 3：培養粉絲流程總表 32表 4：音樂歌詞總表 35表 5：社群媒體總表 48表 6：BTS音樂作品列表（本研究整理） 54表 7：煉粉的發展過程 65表 8：顧客轉換三原則 87 zh_TW dc.format.extent 26018360 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363080 en_US dc.subject (關鍵詞) 組織作為 zh_TW dc.subject (關鍵詞) 粉絲 zh_TW dc.subject (關鍵詞) 顧客關係管理 zh_TW dc.subject (關鍵詞) 使用者創新 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 顧客忠誠 zh_TW dc.subject (關鍵詞) Organizational practices en_US dc.subject (關鍵詞) Fandom en_US dc.subject (關鍵詞) Customer relationship management en_US dc.subject (關鍵詞) User innovation en_US dc.subject (關鍵詞) Customer experience en_US dc.subject (關鍵詞) Customer loyalty en_US dc.title (題名) 鐵粉的煉成：韓流圈粉、轉粉與煉粉的發展過程 zh_TW dc.title (題名) Shaping of Superfandom：The Developmental Process of Attracting, Converting and Consolidating Fandom in Korean Popular Music Industry en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻史習安、詹惠君、朱國明、黃俊英2008「以顧客關係管理觀點探討顧客保留之前國、中介與干擾模型研究」，《中山管理評論》，第16卷，第1期，第119-148頁。徐村和、唐嘉偉2014「顧客關係管理策略發展分析模式」，《管理評論》，第 33卷，第1期，第1-17頁。陳妙齡、陳信宏2009「運用顧客終身價值模型及ARIMA分析評估顧客價值：台灣百貨公司個案分析」，《中山管理評論》，第17卷，第2期，第339-365頁。謝汶進、塗婉吟2008，「顧客關係管理之重覆購買行為預測模式」，《行銷評論》，第 5卷，第2期，第197-220頁。歐素華，2019，「精準分眾以創新：由使用者行為引導媒體服務設計」，《中山管理評論》，第 27 期，第 1 卷，第 11-56 頁。蕭瑞麟、許瑋元，2010，「資安洞見：由使用者痛點提煉創新來源」，《組織與管理》，第 3 期，第 2 卷，第 93-128 頁。二、英文文獻Berry, L. L. 1995. Relationship marketing of services: Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4): 236-245.Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. 2011. Customer engagement. Journal of Service Research, 14(3): 252-271.Derbaix, M., & Korchia, M. 2019. Individual celebration of pop music icons: A study of music fans relationships with their object of fandom and associated practices. Journal of Consumer Behaviour, 18(2): 109-119.Jaakkola, E., & Alexander, M. 2014. The role of customer engagement behavior in value Co-creation. Journal of Service Research, 17(3): 247-261.Morgan, R. M., & Hunt, S. D. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3): 20.Oliver, R. L. 1999. Whence consumer loyalty? Journal of Marketing, 63(4): 33-44.Pansari, A., & Kumar, V. 2016. Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3): 294-311.Parvatiyar, A., & Sheth, J. N. 2001. Customer relationship management: Emerging practice, process, and discipline. Journal of Economic & Social Research, 3(2): 1.Payne, A., & Frow, P. 2005. A strategic framework for customer relationship management. Journal of Marketing, 69(4): 167-176.Reinartz, W. J., & Kumar, V. 2000. On the profitability of long-life customers in a non-contractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4): 17-35.van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. 2010. Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3): 253-266.Venkatesan, R. 2017. Executing on a customer engagement strategy. Journal of the Academy of Marketing Science, 45(3): 289-293.Venkatesan, R. & Kumar, V. 2004. A customer lifetime value framework for customer selection and resource allocation strategy. Journal of Marketing, 68, 68-105.Vivek, S. D., Beatty, S. E., & Morgan, R. M. 2014. Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2): 122-146. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000718 en_US
