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題名 隱形眼鏡產品之顧客體驗與歷程探討
A study of customer experience and customer journey to contact lenses作者 廖宜庭
Liao, Yi-Ting貢獻者 白佩玉
廖宜庭
Liao, Yi-Ting關鍵詞 顧客歷程
顧客體驗
隱形眼鏡
顧客體驗路徑模型(5A)
Contact Lenses
Customer Experience
Customer Journey
5A Framework日期 2019 上傳時間 7-八月-2019 17:12:38 (UTC+8) 摘要 近年來許多台灣科技公司紛紛創立隱形眼鏡品牌或替其他品牌做代工，而台灣有許多隱形冠軍，替許多隱形眼鏡大廠代工生產，而近年來也自行創立品牌。故台灣隱形眼鏡市場相當激烈，也因為許多隱形眼鏡關鍵專利過期，有越來越多興起的隱形眼鏡品牌，而消費者獲取隱形眼鏡的管道越來越多元，故本研究欲探討過去曾是隱形眼鏡領導廠商要如何因應此競爭激烈的市場，研究方法採取半結構式深度訪談法，訪談對象主要以使用隱形眼鏡經驗超過兩年以上的消費者，且有轉換過不同品牌的經驗。本研究主要發現如下：1. 消費者對於隱形眼鏡的正確觀念與意識等待被喚醒，例如：散光幾度需要矯正、視差多少可以容忍配戴一樣的度數、含水量與透氧率等指標的意思與重要性為何。2. 品牌端若欲透過製作內容與文宣等來協助隱形眼鏡的初學者，則須確保製作的內容與自身產品有關且能在消費者搜尋當下立刻被找到。3.購買前：試戴活動重要且有助於消費者多了解一個品牌與正確的挑選方式。4.購買中：新型通路(如藥妝店與網購)等便利的服務並非吸引消費者的重點，產品的更迭快速更能吸引消費者。5. 購買後：當消息者遇到使用上的疑慮、不適或瑕疵時，大多倚賴自行的判斷去解決，但會因此而對該品牌留下不好的印象。根據訪談內容，本研究對A品牌提出以下建議：1.產品與配戴隱形眼鏡的知識除了與消費者溝通以外，還需獲得店家的重視，店家的親自講解相較於文宣等來得有效，也增加顧客體驗的感受。2.可將試戴活動中所得到的驗光資訊，存放在A品牌的APP或官網，增加消費者透過驗光活動與A品牌的連結度。3. A品牌可效仿網購，提早下單讓通路端有更多時間準備相對應的度數。4. 除了建置消費者反應與詢問的管道以外，應於日常的文案中主動提及如何處理這些問題。本研究之發現希望有助於隱形眼鏡品牌的策略發展。
In recent years, many Taiwanese companies, especially technology companies have created contact lens brands or manufactured for other OEM brands. As many key patents for contact lenses have expired, there are more and more emerging contact lens brands, and the channels for consumers to obtain contact lenses are becoming more and more diverse. Therefore, the contact lenses market in Taiwan is quite fierce now. This study explores how can the leader of the industry respond to this highly competitive market. This study adopts a semi-structured depth interview method for users that have two years of wearing contact lenses and brands switching experience.The main findings are as follows: 1. The awareness and correct concept of contact lenses needs to be awakened by brands. For example, what’s the minimum amount of astigmatism that should be corrected? What’s the meaning and importance of the water content and the oxygen permeability rate. 2. If the brand wants to help new wearer by making contents, the brand needs to ensure that the contents are related to its own products and can be found immediately in the search results. 3. Pre-purchase: Trial activities are important and helpful to consumers to realize a brand or product. 4. Purchase: New type of channels(such as drugstores and online shopping) are not the key factor of attracting consumers, but the rapid change of products. 5. Post-purchase: Most of users rely on their own judgment to solve problems on wearing contact lenses, which may cause some bad consumer experience and leave a bad impression on the brand sometimes.Based on conducted interviews, several suggestions for the case brand include the following：1. The study showed that consumers understand the product more easily and have great consumer experience through staff’s explanation. In addition to communication with consumers, the brand A needs to get channel’s attention for the knowledge of products. 2. The brand A can store the optometry information into apps or website which enhance the connection between optometry and brand. 3. The brand A could create a function of ordering online which just like online shopping. In this way, the brand A can lower the possibility of out of stock. 4. The brand A could create a communication channel for consumers to consult their problem on wearing contact lenses. Meanwhile, the brand A could post some tips to deal with those problems actively. The findings from this study can assist all the contact lenses company.參考文獻 外文文獻1. Abbott, L. (1955). Quality and Competition. New York: Columbia University Press.2. Achrol, R. S., and Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40(1), 35–52.3. Alderson, Wroe (1957). Marketing Behavior and Executive Action: A Functionalist Approach to Marketing Theory. Homewood, IL: Richard D. Irwin.4. Ghirvu, A.I. (2013). 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Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers, Wiley, New Jersey, USA, 18-19.19. Verhoef, P. C., (2003). Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. Journal of Marketing, 67(4),30-45.20. Wallendorf, M., and Belk, R. W. (1989). Assessing trustworthiness in naturalistic consumer research.in SV-Interpretive Consumer Research.69-84.21. Webster, F. E., Jr., and Lusch, R. F. (2013). Elevating marketing: marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 389–399.中文文獻1. Kolter, P., Kartajaya, H. and Setiawan著；劉盈君譯(2017)。行銷4.0：新虛實融合時代贏得顧客的全思維。天下雜誌出版。2. 李明璘(2016)。台灣隱形眼鏡產業之關鍵成功因素，交通大學管理學院管理科學學程，碩士倫文。3. 林信憲(2018)。矽水膠隱形眼鏡行銷策略之分析—以X公司為例，逢甲大學經營管理碩士在職學位學程，碩士論文。4. 胡幼慧 (1996a)。質性研究--理論、方法及本土女性研究實例。台北市。巨流圖書公司。5. 涂光杰(2015)。拋棄式隱形眼鏡之顧客忠誠模型：情感型承諾與計算型承諾觀點，東海大學高階經營管理碩士在職專班(研究所)，碩士論文。6. 許秀姿(2009)。台灣隱形眼鏡產業競爭力分析，輔仁大學科技管理學程在職專班，碩士論文。7. 郭家宏(2017)。軟性隱形眼鏡的銷售策略-以晶碩光學為例，台灣科技大學企業管理系EMBA碩士在職專班學位論文，碩士論文。8. 管倖生、阮綠茵等(2006)。設計研究方法。台北市。全華圖書股份有限公司。9. 蔡國洲(2012)。品牌經營關鍵成功因素之探討—以海昌隱形眼鏡為例，東海大學管理碩士在職專班(研究所)，碩士論文。10. 鄭雅勻(2013)。隱形眼鏡領導品牌之關鍵成功因素與整合行銷模式實務研究—以嬌生ACUVUE為例，世新大學傳播管理學系，碩士論文。網路資料1. Tierney, Jim (2014). Mercedes Benz CEO: Customer experience is the new marketing. 上網日期2015年5月https://loyalty360.org/content-gallery/daily-news/mercedes-benz-ceo-customer-experience-is-the-new-marketing2. DailyView網路溫度計，隱形眼鏡族請進！人氣品牌全攻略！，上網日期2017年2月，檢自DailyView網路溫度計：https://dailyview.tw/Daily/2017/02/203. ein，隱形眼鏡熱賣考驗：法規、國際大廠、銷售通路，上網日期2015年6月，檢自股感知識庫：https://www.stockfeel.com.tw/%E8%AE%93%E4%BD%A0%E7%9C%BC%E7%9D%9B%E4%BA%AE%E6%99%B6%E6%99%B6%EF%BC%9A%E9%9A%B1%E5%BD%A2%E7%9C%BC%E9%8F%A1%E7%86%B1%E8%B3%A3%E7%9A%84%E7%A7%98%E5%AF%86/4. GEO 台灣總代理吉優光學官網：https://www.joetech.com.tw/index5. GEO 台灣總代理吉優光學粉絲專頁：https://www.facebook.com/geo.TWofficial/6. i-Buzz網路口碑研究中心，彩片是話題之王 款式與配戴感受皆是重點，上網日期2017年5月，檢自動腦新聞：https://www.brain.com.tw/news/articlecontent?ID=44894&sort=#VTd9cqxw#FuSWAtLx7. i-Buzz網路口碑研究中心，隱形眼鏡產業觀察 彩片價格平實花紋自然是關鍵 矽水膠材質透明片崛起，上網日期2018年4月，檢自i-Buzz網路口碑研究中心：https://i-buzz.com.tw/industry/article_page/?id=MTQ2&n=7465d02696bf4379a762caa4ce023f008. Janine，不用代購也能買到韓國隱眼！韓妞愛牌OLENS正式來台，特搜經典必買款式！上網日期2019年2月，檢自美人圈：https://www.beauty321.com/post/229799. Olens 全球官網：https://www.olensglobal.com/10. PLAYBOY花花公子彩色隱形眼鏡：http://www.blueheart.com.tw/pb/11. 王子承，台灣年賣2.5億片隱形眼鏡 土洋廠商皆插旗成全球最競爭市場，上網日期2019年5月，檢自信媒傳：https://www.cmmedia.com.tw/home/articles/1546512. 全球近視、老花人口增，工研院籌組「眼視光大平台」搶進兆元商機，上網日期2019年5月，檢自數位時代：https://www.bnext.com.tw/article/53200/itri-push-ophthalmology-industry13. 安視達Eye訂網官網：https://asiastaranw.com.tw/14. 美若康官方網站，認識 Dk及Dk/t，檢自美若康官方網站：http://www.miacare.com.tw/webc/html/article/show.aspx?num=14&root=2&kind=515. 張郁梵，研究：隱形眼鏡須兼具高透氧高保濕抗UV，檢自今周刊，上網日期2014年5月：https://www.businesstoday.com.tw/article/category/154685/post/201405130004/%E7%A0%94%E7%A9%B6%EF%BC%9A%E9%9A%B1%E5%BD%A2%E7%9C%BC%E9%8F%A1%E9%A0%88%E5%85%BC%E5%85%B7%E9%AB%98%E9%80%8F%E6%B0%A7%E9%AB%98%E4%BF%9D%E6%BF%95%E6%8A%97UV16. 楊卓翰，精華陳明賢 ○．○五公分的隱形冠軍，上網日期2013年9月，檢自今周刊：https://www.businesstoday.com.tw/article/category/80393/post/201309260011/%E7%B2%BE%E8%8F%AF%E9%99%B3%E6%98%8E%E8%B3%A2%20%E2%97%8B%EF%BC%8E%E2%97%8B%E4%BA%94%E5%85%AC%E5%88%86%E7%9A%84%E9%9A%B1%E5%BD%A2%E5%86%A0%E8%BB%8D17. 經濟部統計處，醫療器材業產值連年成長，上網日期2019年2月，檢自產業經濟統計簡訊：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=570818. 劉子寧，你不知道的購買隱形眼鏡正確流程，上網日期2018年10月，檢自遠見雜誌：https://www.gvm.com.tw/article.html?id=54454 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363068資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363068 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (作者) 廖宜庭 zh_TW dc.contributor.author (作者) Liao, Yi-Ting en_US dc.creator (作者) 廖宜庭 zh_TW dc.creator (作者) Liao, Yi-Ting en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-八月-2019 17:12:38 (UTC+8) - dc.date.available 7-八月-2019 17:12:38 (UTC+8) - dc.date.issued (上傳時間) 7-八月-2019 17:12:38 (UTC+8) - dc.identifier (其他 識別碼) G0106363068 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125063 - 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) 106363068 zh_TW dc.description.abstract (摘要) 近年來許多台灣科技公司紛紛創立隱形眼鏡品牌或替其他品牌做代工，而台灣有許多隱形冠軍，替許多隱形眼鏡大廠代工生產，而近年來也自行創立品牌。故台灣隱形眼鏡市場相當激烈，也因為許多隱形眼鏡關鍵專利過期，有越來越多興起的隱形眼鏡品牌，而消費者獲取隱形眼鏡的管道越來越多元，故本研究欲探討過去曾是隱形眼鏡領導廠商要如何因應此競爭激烈的市場，研究方法採取半結構式深度訪談法，訪談對象主要以使用隱形眼鏡經驗超過兩年以上的消費者，且有轉換過不同品牌的經驗。本研究主要發現如下：1. 消費者對於隱形眼鏡的正確觀念與意識等待被喚醒，例如：散光幾度需要矯正、視差多少可以容忍配戴一樣的度數、含水量與透氧率等指標的意思與重要性為何。2. 品牌端若欲透過製作內容與文宣等來協助隱形眼鏡的初學者，則須確保製作的內容與自身產品有關且能在消費者搜尋當下立刻被找到。3.購買前：試戴活動重要且有助於消費者多了解一個品牌與正確的挑選方式。4.購買中：新型通路(如藥妝店與網購)等便利的服務並非吸引消費者的重點，產品的更迭快速更能吸引消費者。5. 購買後：當消息者遇到使用上的疑慮、不適或瑕疵時，大多倚賴自行的判斷去解決，但會因此而對該品牌留下不好的印象。根據訪談內容，本研究對A品牌提出以下建議：1.產品與配戴隱形眼鏡的知識除了與消費者溝通以外，還需獲得店家的重視，店家的親自講解相較於文宣等來得有效，也增加顧客體驗的感受。2.可將試戴活動中所得到的驗光資訊，存放在A品牌的APP或官網，增加消費者透過驗光活動與A品牌的連結度。3. A品牌可效仿網購，提早下單讓通路端有更多時間準備相對應的度數。4. 除了建置消費者反應與詢問的管道以外，應於日常的文案中主動提及如何處理這些問題。本研究之發現希望有助於隱形眼鏡品牌的策略發展。 zh_TW dc.description.abstract (摘要) In recent years, many Taiwanese companies, especially technology companies have created contact lens brands or manufactured for other OEM brands. As many key patents for contact lenses have expired, there are more and more emerging contact lens brands, and the channels for consumers to obtain contact lenses are becoming more and more diverse. Therefore, the contact lenses market in Taiwan is quite fierce now. This study explores how can the leader of the industry respond to this highly competitive market. This study adopts a semi-structured depth interview method for users that have two years of wearing contact lenses and brands switching experience.The main findings are as follows: 1. The awareness and correct concept of contact lenses needs to be awakened by brands. For example, what’s the minimum amount of astigmatism that should be corrected? What’s the meaning and importance of the water content and the oxygen permeability rate. 2. If the brand wants to help new wearer by making contents, the brand needs to ensure that the contents are related to its own products and can be found immediately in the search results. 3. Pre-purchase: Trial activities are important and helpful to consumers to realize a brand or product. 4. Purchase: New type of channels(such as drugstores and online shopping) are not the key factor of attracting consumers, but the rapid change of products. 5. Post-purchase: Most of users rely on their own judgment to solve problems on wearing contact lenses, which may cause some bad consumer experience and leave a bad impression on the brand sometimes.Based on conducted interviews, several suggestions for the case brand include the following：1. The study showed that consumers understand the product more easily and have great consumer experience through staff’s explanation. In addition to communication with consumers, the brand A needs to get channel’s attention for the knowledge of products. 2. The brand A can store the optometry information into apps or website which enhance the connection between optometry and brand. 3. The brand A could create a function of ordering online which just like online shopping. In this way, the brand A can lower the possibility of out of stock. 4. The brand A could create a communication channel for consumers to consult their problem on wearing contact lenses. Meanwhile, the brand A could post some tips to deal with those problems actively. The findings from this study can assist all the contact lenses company. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究動機與背景 1第二節 研究問題 3第三節 研究流程 4第二章 文獻探討 5第一節 隱形眼鏡產業介紹 5第二節 國內隱形眼鏡相關研究 18第三節 顧客體驗歷程 20第四節 顧客體驗路徑模型(5A) 22第三章 研究方法 25第一節 深度訪談法 25第二節 訪談問題 27第三節 訪談對象 30第四章 研究分析與討論 33第一節 基本資料、使用習慣與知識測驗 33第二節 初次使用經驗與情境 37第三節 過去使用隱形眼鏡的經驗 40第四節 購買前階段 44第五節 購買前階段—試戴服務 55第六節 購買中階段 59第七節 購買後階段 65第八節 分析小結 70第五章 結論與建議 72第一節 研究結論 72第二節 實務建議 75第三節 研究限制與後續研究建議 78參考文獻 80 zh_TW dc.format.extent 1886227 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363068 en_US dc.subject (關鍵詞) 顧客歷程 zh_TW dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 隱形眼鏡 zh_TW dc.subject (關鍵詞) 顧客體驗路徑模型(5A) zh_TW dc.subject (關鍵詞) Contact Lenses en_US dc.subject (關鍵詞) Customer Experience en_US dc.subject (關鍵詞) Customer Journey en_US dc.subject (關鍵詞) 5A Framework en_US dc.title (題名) 隱形眼鏡產品之顧客體驗與歷程探討 zh_TW dc.title (題名) A study of customer experience and customer journey to contact lenses en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 外文文獻1. 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