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題名 策略行銷4C架構在改善顧客旅程之應用-以M公司為例
Strategic Marketing Analysis of Customer Journey Improvement: A Case Study of Company M作者 成主光
Cheng, Chu-Kuang貢獻者 巫立宇
Wu, Lei-Yu
成主光
Cheng, Chu-Kuang關鍵詞 顧客旅程
接觸點
策略行銷4C
外顯單位效益成本(C1)
資訊搜尋成本(C2)
道德危機成本(C3)
專屬陷入成本(C4)
Customer journey
Touchpoints
4C Framework of Strategic Marketing
Cost of Utility (C1)
Cost of Information Search (C2)
Cost of Moral Hazard (C3)
Cost of Asset Specificity (C4)日期 2022 上傳時間 1-Feb-2023 14:04:56 (UTC+8) 摘要 行銷理論從過往以產品為中心的模式，演進至滿足顧客需求，並應用科技創新，溝通、傳遞及加強購客旅程的價值。特別是消費品產業，過去無法清楚掌握消費者輪廓，但越來越多企業重視顧客關係經營。行銷觀念從單向銷售產品給消費者，到重視顧客在整個消費過程中每一個接觸點的經營，在購買完成後，更企圖創造下一次消費的締結。從單純的買與賣的過程，變成顧客全旅程的經營與管理。本論文藉由檢視M公司接觸消費者的過程，定義接觸點，描繪出顧客旅程，並藉由策略行銷4C的架構，尋找顧客旅程中每個接觸點的優化機會。策略行銷4C的觀念正是用於顧客旅程管理的最好模組。外顯單位效益成本(C1)是產生美好顧客旅程的根本要件，降低買者資訊搜尋成本(C2)是開啟顧客旅程的最佳方式，避免買者道德危機成本(C3)則是導引顧客願意信任品牌及產品的關鍵，最後買者專屬陷入成本(C4)則能培養持續消費的忠誠顧客。本論文希望應用策略行銷4C改善目前顧客關係管理，建構一個整合性的顧客旅程計畫。在吸引消費者並轉化成會員的過程，優化網路搜尋、強化門市互動及體驗、改善官網設計及增加社群，達成降低C2資訊搜尋及C3道德危機的成本。在購買中的階段，豐富門市體驗及服務、準確的行銷溝通、改善網購運費問題，並發展客製化行銷，讓會員感受所得效益高於支付成本，強化C1外顯單位效益。在購買後，提供退換貨滿意保證，降低C3道德危機成本。利用永恆卡VIP、新會員專屬活動及相關行銷方案，培養長期使用產品習慣，產生C4專屬陷入，導引會員每個月持續購物。最終目的希望達成提升會員人數增長及持續訂購比例，進而朝向提升公司整體獲利及永續發展。
Marketing theories are changed from the product-oriented model to focus on customer needs satisfaction. It applies technology innovation to communicate, deliver, and enhance customer journey value. In the FMCG industry, it is hard to own clear consumers profile in the past, but more and more companies pay attention on customer relationship management. The marketing concept is not only to sell products to consumers. To focus and manage every touch point during shopping process are more important. Marketing tries to build up the engagement of following shopping after one purchase is completed. The operation and management of the entire customer journey replace simple process of buying and selling.This paper reviews the process of reaching consumers of M company. We want to identify the touchpoints, depict the customer journey, and finds the optimization opportunities through 4C Framework of Strategic Marketing. The concept of 4C framework of strategic marketing is the best model for customer journey management. Cost of Utility (C1) is the fundamental element to generate a good experience of customer journey. The reducing the Cost of Information Search (C2) is excellent to motivate customers start customer journey. The company also want to minimize the Cost of Moral Hazard (C3) which can guide customers to trust brands and products. The last Cost of Asset Specificity (C4) can benefit to cultivate loyal customers.We want to apply the 4C Framework of Strategic Marketing to improve the current customer relationship and construct an integrated customer journey plan. In the process of attracting consumers and converting them into members, we plan to optimize search engine, strengthen store interaction and experience, improve official website design and increase social media communication. These actions reduce the cost of C2 and C3. In the purchasing stage, the plans is to enhance store experience and service, marketing communication, lower online shopping shipping fee, and develop customized marketing. The members earn more benefits which are higher than the cost of payment. It strengthens C1. To encourage consistent shopping, the satisfaction guarantee reduces the cost of C3. The VIP program, new member programs, and related marketing programs cultivate long-term product use habits and generate C4. These guide members to continue shopping every month. The ultimate goal is to increase the number of members and the retention improvement. It leads to improve overall profitability and sustainable development of the company.參考文獻 一、 中文文獻林滿儀(2022)。網購免運費對消費行為影響。國立高雄科技大學，國際企業研究所，高雄市。邱志聖，(2020)，策略行銷分析:架構與實務應用第五版，台北市:智勝文化。菲利浦科特勒、陳就學、伊萬塞提亞宛。(2021)。行銷5.0。台北市:天下。趙志文(2021)。網路購物的退換貨服務品質、便利性與費用合理性對顧客滿意度之影響。長庚大學，工商管理學系，新北市。薛任慈(2009)。網路口碑對消費者購買決策影響之研究。義守大學，資訊管理學系，高雄市。蘇哲緯，OPEN POINT徹底整合消費者與自家產業鏈，打造真正的熟客生態圈，上網日期: 2022年9月14日，檢自https://www.thenewslens.com/article/149424Stella，這些年全聯如何變身零售巨頭? 3個關鍵策略，缺一不可，上網日期: 2022年10月10日，檢自https://www.managertoday.com.tw/columns/view/52233二、英文文獻Artun O. (2021) Core Concepts of Predictive Marketing: The Predictive Marketing Revolution. AQUIA. Retrieved from https://www.acquia.com/blog/core-concepts-predictive-marketing-predictive-marketing-revolution (Oct 10, 2022).Becker L., Jaakkola E., and Halinen A. (2020). Toward a goal-oriented view of customer journeys. Journal of Service Management, 31(4), 767-790.Bernard G. and Andritsos P. (2017). A Process Mining Based Model for Customer Journey Mapping. Conference: International Conference on Advanced Information Systems Engineering At: Essen (Germany).Brunswick G. J. (2014). A Chronology of the Definition of Marketing. Journey of Business and Economics Research, 12(2), 105-114.Bustamante J. and Rubio N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(4).Canfield D. D. S. and Basso K. (2017). Integrating Satisfaction and Cultural Background in the Customer Journey: A Method Development and Test. Journal of International Consumer Marketing. 29(2). 104-117.Chen J. V., Kyaw P. L. N., and Ross W. H. (2008). The customer journey when purchasing a new mobile phone: Testing a dual mediation model. Journal of Direct, Data and Digital Marketing Practice, 10(2), 116-132.Cherkasov A. (2022). Marketing 5.0. Marketing & Sales Power Semiconductor. Retrieved from https://www.marketing-psycho.com/marketing-5-0/ (Sep 22, 2022).Clatworthy S. (2011). Service innovation through touch-points: development of an innovation toolkit for the first stages of new service development. International Journal of Design, 5(2), 15-28.Crosier A. and Handford A. (2012). Customer Journey Mapping as An Advocacy Tool for Disabled People: A Case Study. Social Media Quarterly. 18(1). 67-76.Expert commentator. (2020). 5 ways to use Augmented Reality in your marketing strategy. Smart Insight. Retrieved from https://www.smartinsights.com/digital-marketing-platforms/augmented-reality/5-ways-to-use-augmented-reality-in-your-marketing-strategy/ (Sep 20, 2022)Folstad A. and Kvale K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice, 19.Fuciu M. (2018). From Marketing 1.0 To Marketing 4.0 – The Evolution of the Marketing Concept in the Context of the 21ST Century. International conference Knowledge-Based Organization, 24(2), 43-48.Gentile C., Spiller N., and Noci Gi. (2007). 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國立政治大學
經營管理碩士學程(EMBA)
110932161資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110932161 資料類型 thesis dc.contributor.advisor 巫立宇 zh_TW dc.contributor.advisor Wu, Lei-Yu en_US dc.contributor.author (Authors) 成主光 zh_TW dc.contributor.author (Authors) Cheng, Chu-Kuang en_US dc.creator (作者) 成主光 zh_TW dc.creator (作者) Cheng, Chu-Kuang en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Feb-2023 14:04:56 (UTC+8) - dc.date.available 1-Feb-2023 14:04:56 (UTC+8) - dc.date.issued (上傳時間) 1-Feb-2023 14:04:56 (UTC+8) - dc.identifier (Other Identifiers) G0110932161 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143186 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 110932161 zh_TW dc.description.abstract (摘要) 行銷理論從過往以產品為中心的模式，演進至滿足顧客需求，並應用科技創新，溝通、傳遞及加強購客旅程的價值。特別是消費品產業，過去無法清楚掌握消費者輪廓，但越來越多企業重視顧客關係經營。行銷觀念從單向銷售產品給消費者，到重視顧客在整個消費過程中每一個接觸點的經營，在購買完成後，更企圖創造下一次消費的締結。從單純的買與賣的過程，變成顧客全旅程的經營與管理。本論文藉由檢視M公司接觸消費者的過程，定義接觸點，描繪出顧客旅程，並藉由策略行銷4C的架構，尋找顧客旅程中每個接觸點的優化機會。策略行銷4C的觀念正是用於顧客旅程管理的最好模組。外顯單位效益成本(C1)是產生美好顧客旅程的根本要件，降低買者資訊搜尋成本(C2)是開啟顧客旅程的最佳方式，避免買者道德危機成本(C3)則是導引顧客願意信任品牌及產品的關鍵，最後買者專屬陷入成本(C4)則能培養持續消費的忠誠顧客。本論文希望應用策略行銷4C改善目前顧客關係管理，建構一個整合性的顧客旅程計畫。在吸引消費者並轉化成會員的過程，優化網路搜尋、強化門市互動及體驗、改善官網設計及增加社群，達成降低C2資訊搜尋及C3道德危機的成本。在購買中的階段，豐富門市體驗及服務、準確的行銷溝通、改善網購運費問題，並發展客製化行銷，讓會員感受所得效益高於支付成本，強化C1外顯單位效益。在購買後，提供退換貨滿意保證，降低C3道德危機成本。利用永恆卡VIP、新會員專屬活動及相關行銷方案，培養長期使用產品習慣，產生C4專屬陷入，導引會員每個月持續購物。最終目的希望達成提升會員人數增長及持續訂購比例，進而朝向提升公司整體獲利及永續發展。 zh_TW dc.description.abstract (摘要) Marketing theories are changed from the product-oriented model to focus on customer needs satisfaction. It applies technology innovation to communicate, deliver, and enhance customer journey value. In the FMCG industry, it is hard to own clear consumers profile in the past, but more and more companies pay attention on customer relationship management. The marketing concept is not only to sell products to consumers. To focus and manage every touch point during shopping process are more important. Marketing tries to build up the engagement of following shopping after one purchase is completed. The operation and management of the entire customer journey replace simple process of buying and selling.This paper reviews the process of reaching consumers of M company. We want to identify the touchpoints, depict the customer journey, and finds the optimization opportunities through 4C Framework of Strategic Marketing. The concept of 4C framework of strategic marketing is the best model for customer journey management. Cost of Utility (C1) is the fundamental element to generate a good experience of customer journey. The reducing the Cost of Information Search (C2) is excellent to motivate customers start customer journey. The company also want to minimize the Cost of Moral Hazard (C3) which can guide customers to trust brands and products. The last Cost of Asset Specificity (C4) can benefit to cultivate loyal customers.We want to apply the 4C Framework of Strategic Marketing to improve the current customer relationship and construct an integrated customer journey plan. In the process of attracting consumers and converting them into members, we plan to optimize search engine, strengthen store interaction and experience, improve official website design and increase social media communication. These actions reduce the cost of C2 and C3. In the purchasing stage, the plans is to enhance store experience and service, marketing communication, lower online shopping shipping fee, and develop customized marketing. The members earn more benefits which are higher than the cost of payment. It strengthens C1. To encourage consistent shopping, the satisfaction guarantee reduces the cost of C3. The VIP program, new member programs, and related marketing programs cultivate long-term product use habits and generate C4. These guide members to continue shopping every month. The ultimate goal is to increase the number of members and the retention improvement. It leads to improve overall profitability and sustainable development of the company. en_US dc.description.tableofcontents 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 行銷觀念的演進 4第二節 顧客旅程概念及應用 9第三節 策略行銷4C架構 12第三章 個案公司分析與研究 16第一節 個案公司介紹 16第二節 個案公司營運模式 16第四章 個案公司4C架構之顧客旅程設計 25第一節 定義個案公司顧客旅程之接觸點 25第二節 採取策略行銷4C強化顧客旅程 32第五章 結論 43參考文獻 45 zh_TW dc.format.extent 1093641 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110932161 en_US dc.subject (關鍵詞) 顧客旅程 zh_TW dc.subject (關鍵詞) 接觸點 zh_TW dc.subject (關鍵詞) 策略行銷4C zh_TW dc.subject (關鍵詞) 外顯單位效益成本(C1) zh_TW dc.subject (關鍵詞) 資訊搜尋成本(C2) zh_TW dc.subject (關鍵詞) 道德危機成本(C3) zh_TW dc.subject (關鍵詞) 專屬陷入成本(C4) zh_TW dc.subject (關鍵詞) Customer journey en_US dc.subject (關鍵詞) Touchpoints en_US dc.subject (關鍵詞) 4C Framework of Strategic Marketing en_US dc.subject (關鍵詞) Cost of Utility (C1) en_US dc.subject (關鍵詞) Cost of Information Search (C2) en_US dc.subject (關鍵詞) Cost of Moral Hazard (C3) en_US dc.subject (關鍵詞) Cost of Asset Specificity (C4) en_US dc.title (題名) 策略行銷4C架構在改善顧客旅程之應用-以M公司為例 zh_TW dc.title (題名) Strategic Marketing Analysis of Customer Journey Improvement: A Case Study of Company M en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻林滿儀(2022)。網購免運費對消費行為影響。國立高雄科技大學，國際企業研究所，高雄市。邱志聖，(2020)，策略行銷分析:架構與實務應用第五版，台北市:智勝文化。菲利浦科特勒、陳就學、伊萬塞提亞宛。(2021)。行銷5.0。台北市:天下。趙志文(2021)。網路購物的退換貨服務品質、便利性與費用合理性對顧客滿意度之影響。長庚大學，工商管理學系，新北市。薛任慈(2009)。網路口碑對消費者購買決策影響之研究。義守大學，資訊管理學系，高雄市。蘇哲緯，OPEN POINT徹底整合消費者與自家產業鏈，打造真正的熟客生態圈，上網日期: 2022年9月14日，檢自https://www.thenewslens.com/article/149424Stella，這些年全聯如何變身零售巨頭? 3個關鍵策略，缺一不可，上網日期: 2022年10月10日，檢自https://www.managertoday.com.tw/columns/view/52233二、英文文獻Artun O. 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