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題名 用品牌管理來建立顧客忠誠度之研究-以台灣王品集團為例
Utilizing brand management to build customer loyalty: use Taiwan`s Wowprime Corp. as example作者 陳廣洪
Chan, Kwong Hung貢獻者 李仁芳
Lee, Jen Feng
陳廣洪
Chan, Kwong Hung關鍵詞 品牌管理
顧客忠誠
服務流程
品牌定位
Brand Management
Customer Loyalty
Service Process
Brand Positioning日期 2012 上傳時間 2-Sep-2013 16:08:15 (UTC+8) 摘要 台灣飲食匯聚中華五千年文化之精髓，世界各國對於台灣的認知也多為美食之國。然而餐飲企業歷經多年，能夠成為「品牌」的企業至今仍屬少數，成為令消費者印象深刻、具有忠誠度的餐飲企業品牌更是極為罕見。綜觀台灣的餐飲企業，王品可說是其中在品牌經營當中最具有識別度與知名度的品牌，更在消費者心目中佔有一定的份量，同時王品企業也在各方面強調以「品牌」經營餐飲業的概念。因此本研究嘗試以「品牌管理與消費者忠誠度」相關的作法去解析王品在消費者忠誠度上，要求哪些重點、進行哪些工作，使其得以在數以萬計的餐廳當中脫穎而出，佔有相當程度的市佔率，並使消費者願意一再上門。關鍵字：品牌管理，顧客忠誠，服務流程，品牌定位
Having inherited five thousand years of Chinese gourmet food culture , Taiwan is always recognized as one of the best eating places in the world. But with so many restaurants opened in the past couple of years, there are very few who can claim themselves as a “brand”, let alone those who can have good impression and have good brand loyalty among their customers.After reviewing the whole restaurant business, one can find Wowprime Corp. is the most recognizable and high awareness brand in Taiwan. They have occupied a good piece of share in consumers’ minds. In the meantime, Wowprime Corp. also puts lots of emphasis on their unique brand management concept on each individual brand. My thesis, therefore is trying to explore how Wowprime Corp. is utilizing their unique brand management concept to build customer loyalty in order to stand out from competition , to take up a good percentage of market share and to let their customers keep coming back.Key words: Brand Management, Customer Loyalty, ServiceProcess, Brand Positioning.參考文獻 1.王品集團官網。2.王國雄 (2011)，「敢拼能賺愛玩-王品，從細節中發現天使」。3.財政部統計處 (2012)，「中華民國財政統計月報」，台北。4.財政部統計處 (2013)，「中華民國財政統計月報」，台北。5.夏業良，魯煒譯（2003）, 「體驗經濟時代」, 經濟新潮社。譯自B. Joseph Pine II & James H. Gilmore(1999), “The experience economy : work is theatre & every business a stage”.6.高端訓 （2012），“WOW！多品牌成就王品”，遠流出版社。7.郭菀玲譯（2003），「創造客户感動的品牌管理」，哈佛企業管理顧問公司，台北。譯自Shaun Smith & Joe Wheeler (2003), “Managing the Customer Experience: Turning Customers into Advocates”.8.黃宗基（2003），行動電話品牌忠誠度研究碩士論文，淡江大學管理科學研究所。9.傅萊煦譯（2003），「定位策略」，美商格羅希爾，滾石文化，台北。譯自Al Rise, Jack Trout(1981), “Positioning: The Battle for Your Mind”.10.經理人特刊雜誌（2012），「王品學」。11.劉採卿（2012），「企業文化與企業壽命之關連研究-企業文化萬萬歲：從王品談起」，逢甲大學。12.劉憶欣（2006），「紅三角酷，讓王品的七大品牌活靈活現！」13. Aaker, David A. and J. Gary Shansby (1982) , “Positioning Your Product,” Business Horizons, 25 (May-June), 56-62.14. Baudrillard. J., (1983), Simulations, Cambridge, Massachusetts : MIT Press. 15. Bhote, K. R. 1996. Beyond Customer, Satisfaction to Customer Loyalty: The Key to Greater Profitability. New York: American Management Association.16. Blattberg, R. C.,& Neslin, S. A. (1990). Sales promotion concepts, methods, and strategies. New York: Prentice-Hall.17. Griffin, J. (1995). Customer loyalty: How to earn It and how to keep It. Lexington Books, New York.18. Kotler. P.(1998), Marketing Management：Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall, Inc.19. Levitt, Theodore（1972）, Production-line approach to service, Harvard Business Review, 50, (September/October), 41-52.20. Rosenberg, L.J. and Czepie, J.A., (1983) “A marketing approach for customer retention,” The Journal of Consumer Marketing, 2 ,pp.45.21. Sasser, Olsen and Wyckoff（1978）, Management of service operations: Text, cases, and readings. Allyn and Bacon, New York Jones, T. O. & W. E. Jr. Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73, No. 6, pp. 88-99.22. Shoemaker, S., & Lewis, R. (1999), “Customer loyalty: The future of hospitality marketing”, International Journal of Hospitality Management, 25, 8, 345-370.Yi-Ting Yu, Alison Dean, (2001) "The contribution of emotional satisfaction to consumer loyalty", International Journal of Service Industry Management, Vol. 12 Iss: 3, pp.234 - 25023. Yoo, Donthu and Lee(2000), “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of Academy of Marketing Service, Vol.28(2), pp.195-211.24. Zeithaml,V.A., & Parasuraman, A. & Berry, L. L., (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol.60, P31-46. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
94932025
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094932025 資料類型 thesis dc.contributor.advisor 李仁芳 zh_TW dc.contributor.advisor Lee, Jen Feng en_US dc.contributor.author (Authors) 陳廣洪 zh_TW dc.contributor.author (Authors) Chan, Kwong Hung en_US dc.creator (作者) 陳廣洪 zh_TW dc.creator (作者) Chan, Kwong Hung en_US dc.date (日期) 2012 en_US dc.date.accessioned 2-Sep-2013 16:08:15 (UTC+8) - dc.date.available 2-Sep-2013 16:08:15 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2013 16:08:15 (UTC+8) - dc.identifier (Other Identifiers) G0094932025 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59324 - 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) 94932025 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 台灣飲食匯聚中華五千年文化之精髓，世界各國對於台灣的認知也多為美食之國。然而餐飲企業歷經多年，能夠成為「品牌」的企業至今仍屬少數，成為令消費者印象深刻、具有忠誠度的餐飲企業品牌更是極為罕見。綜觀台灣的餐飲企業，王品可說是其中在品牌經營當中最具有識別度與知名度的品牌，更在消費者心目中佔有一定的份量，同時王品企業也在各方面強調以「品牌」經營餐飲業的概念。因此本研究嘗試以「品牌管理與消費者忠誠度」相關的作法去解析王品在消費者忠誠度上，要求哪些重點、進行哪些工作，使其得以在數以萬計的餐廳當中脫穎而出，佔有相當程度的市佔率，並使消費者願意一再上門。關鍵字：品牌管理，顧客忠誠，服務流程，品牌定位 zh_TW dc.description.abstract (摘要) Having inherited five thousand years of Chinese gourmet food culture , Taiwan is always recognized as one of the best eating places in the world. But with so many restaurants opened in the past couple of years, there are very few who can claim themselves as a “brand”, let alone those who can have good impression and have good brand loyalty among their customers.After reviewing the whole restaurant business, one can find Wowprime Corp. is the most recognizable and high awareness brand in Taiwan. They have occupied a good piece of share in consumers’ minds. In the meantime, Wowprime Corp. also puts lots of emphasis on their unique brand management concept on each individual brand. My thesis, therefore is trying to explore how Wowprime Corp. is utilizing their unique brand management concept to build customer loyalty in order to stand out from competition , to take up a good percentage of market share and to let their customers keep coming back.Key words: Brand Management, Customer Loyalty, ServiceProcess, Brand Positioning. en_US dc.description.tableofcontents 致謝-----------------------------------------------------2摘要-----------------------------------------------------3目錄-----------------------------------------------------5表目錄---------------------------------------------------7圖目錄---------------------------------------------------8第壹章 緒論----------------------------------------------91.1 研究背景與動機---------------------------------------9 1.1.1 研究背景---------------------------------------9 1.1.2 研究動機---------------------------------------131.2 研究目的及問題---------------------------------------15 1.2.1 研究目的---------------------------------------15 1.2.2 研究問題---------------------------------------161.3 研究範圍與研究限制-----------------------------------16 1.3.1 研究範圍---------------------------------------17 1.3.2 研究限制---------------------------------------171.4 研究方法與架構---------------------------------------18 1.4.1 研究方法---------------------------------------18 1.4.2 研究架構與流程----------------------------------19第貳章 文獻探討------------------------------------------212.1 品牌忠誠度定義---------------------------------------212.2 品牌忠誠度的衡量-------------------------------------232.3 品牌管理與忠誠度的研究--------------------------------24 2.3.1 價值創造---------------------------------------26 2.3.2 服務流程---------------------------------------28 2.3.3 顧客資訊管理/溝通-------------------------------33第參章 個案研究------------------------------------------373.1 集團簡介--------------------------------------------37 3.1.1 王品企業集團背景與歷程說明-----------------------39 3.1.2 王品集團11個品牌的產品、屬性與特色說明------------473.2 個案分析--------------------------------------------56 3.2.1 價值創造：王品的各品牌定位與管理模式--------------56 3.2.2 為顧客加值的服務流程：依據王品各品牌定位與內涵所設計之相對應服務流程----------------------------------------------64 3.2.3 透過資料管理有效傳達顧客的品牌經驗，把顧 客變成忠誠的擁戴者--------------------------------70 3.2.4 品牌管理對客戶忠誠度的影響效益--------------------79第肆章 研究結論------------------------------------------874.1 結論與發現------------------------------------------874.2 研究建議--------------------------------------------94參考文獻 ------------------------------------------------96 zh_TW dc.format.extent 2720538 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094932025 en_US dc.subject (關鍵詞) 品牌管理 zh_TW dc.subject (關鍵詞) 顧客忠誠 zh_TW dc.subject (關鍵詞) 服務流程 zh_TW dc.subject (關鍵詞) 品牌定位 zh_TW dc.subject (關鍵詞) Brand Management en_US dc.subject (關鍵詞) Customer Loyalty en_US dc.subject (關鍵詞) Service Process en_US dc.subject (關鍵詞) Brand Positioning en_US dc.title (題名) 用品牌管理來建立顧客忠誠度之研究-以台灣王品集團為例 zh_TW dc.title (題名) Utilizing brand management to build customer loyalty: use Taiwan`s Wowprime Corp. as example en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 1.王品集團官網。2.王國雄 (2011)，「敢拼能賺愛玩-王品，從細節中發現天使」。3.財政部統計處 (2012)，「中華民國財政統計月報」，台北。4.財政部統計處 (2013)，「中華民國財政統計月報」，台北。5.夏業良，魯煒譯（2003）, 「體驗經濟時代」, 經濟新潮社。譯自B. Joseph Pine II & James H. Gilmore(1999), “The experience economy : work is theatre & every business a stage”.6.高端訓 （2012），“WOW！多品牌成就王品”，遠流出版社。7.郭菀玲譯（2003），「創造客户感動的品牌管理」，哈佛企業管理顧問公司，台北。譯自Shaun Smith & Joe Wheeler (2003), “Managing the Customer Experience: Turning Customers into Advocates”.8.黃宗基（2003），行動電話品牌忠誠度研究碩士論文，淡江大學管理科學研究所。9.傅萊煦譯（2003），「定位策略」，美商格羅希爾，滾石文化，台北。譯自Al Rise, Jack Trout(1981), “Positioning: The Battle for Your Mind”.10.經理人特刊雜誌（2012），「王品學」。11.劉採卿（2012），「企業文化與企業壽命之關連研究-企業文化萬萬歲：從王品談起」，逢甲大學。12.劉憶欣（2006），「紅三角酷，讓王品的七大品牌活靈活現！」13. Aaker, David A. and J. Gary Shansby (1982) , “Positioning Your Product,” Business Horizons, 25 (May-June), 56-62.14. Baudrillard. J., (1983), Simulations, Cambridge, Massachusetts : MIT Press. 15. Bhote, K. R. 1996. Beyond Customer, Satisfaction to Customer Loyalty: The Key to Greater Profitability. New York: American Management Association.16. Blattberg, R. C.,& Neslin, S. A. (1990). Sales promotion concepts, methods, and strategies. New York: Prentice-Hall.17. Griffin, J. (1995). Customer loyalty: How to earn It and how to keep It. Lexington Books, New York.18. Kotler. P.(1998), Marketing Management：Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall, Inc.19. Levitt, Theodore（1972）, Production-line approach to service, Harvard Business Review, 50, (September/October), 41-52.20. Rosenberg, L.J. and Czepie, J.A., (1983) “A marketing approach for customer retention,” The Journal of Consumer Marketing, 2 ,pp.45.21. Sasser, Olsen and Wyckoff（1978）, Management of service operations: Text, cases, and readings. Allyn and Bacon, New York Jones, T. O. & W. E. Jr. Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73, No. 6, pp. 88-99.22. Shoemaker, S., & Lewis, R. (1999), “Customer loyalty: The future of hospitality marketing”, International Journal of Hospitality Management, 25, 8, 345-370.Yi-Ting Yu, Alison Dean, (2001) "The contribution of emotional satisfaction to consumer loyalty", International Journal of Service Industry Management, Vol. 12 Iss: 3, pp.234 - 25023. Yoo, Donthu and Lee(2000), “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of Academy of Marketing Service, Vol.28(2), pp.195-211.24. Zeithaml,V.A., & Parasuraman, A. & Berry, L. L., (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol.60, P31-46. zh_TW
