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題名 4C行銷分析以三星NOTE 7手機意外為例
4C MARKETING ANALYSIS TAKES SAMSUNG NOTE 7 MOBILE PHONE ACCIDENT AS AN EXAMPLE
作者 陳常偉
Chen, Chang-Wei
貢獻者 巫立宇
陳常偉
Chen, Chang-Wei
關鍵詞 策略行銷 4C 分析
交易成本
4P行銷策略
Strategic marketing 4C analysis
Transaction cost
Marketing 4P
日期 2023
上傳時間 1-Dec-2023 10:43:48 (UTC+8)
摘要 於現今時代，手機已是全球社會每一個人必備的日常用品之一，而在手機市場歷史中，三星集團推出之Galaxy Note 7手機出現的手機爆炸案，造成了三星品牌極大的負面影響。而作為交易成本理論觀點的策略行銷4C架構，適合分析行銷方式，因此，本研究為了解三星與消費者未來需支付的各類成本，故用策略行銷4C架構進行個案的分析。研究結果:一、C1-外顯單位效益成本:三星為提升競爭力與市場佔有率，減少許多時間成本，反而導致爆炸事件的產生，而使得災害成本損失無法預估。二、C2-資訊搜尋成本: 爆炸案後，三星面對各方的抨擊與批評，且事後處理時三星與消費者間並無法達到訊息對等的位置，進而影響消費者之權益，提升資訊搜尋之交易成本。三、C3-道德危機成本:三星雖即時的提供許多彌補的策略，但卻仍未消彌Galaxy Note 7爆炸的情形，使消費者對三星的信任感始終無法改善，讓消費者再也無法信任賣方的產品及服務。四、C4-專屬陷入成本:在三星此次事件的發生後，對三星的用戶而言，原本擁有高價值的專屬資產，當該爆炸事件導致交易關係受損時，買方原先在專屬相關資產投入之成本隨即不再擁有其既定的價值，是故，買方在自我的權益受到影響時，為了維持手中專屬資產的價值，只能被迫妥協並持續的與賣方維持原先之交易關係。
In today's era, mobile phones have become one of the daily necessities for everyone in the global society. In the history of the mobile phone market, the explosion of the Galaxy Note 7 mobile phone launched by Samsung Group has caused a great negative impact on the Samsung brand. The 4C framework of strategic marketing, which is a theoretical point of view of transaction costs, is suitable for analyzing marketing methods. Therefore, in order to understand the various costs that Samsung and consumers will have to pay in the future, this study uses the 4C framework of strategic marketing for case analysis. Research results: 1. C1-explicit unit benefit cost: In order to enhance competitiveness and market share, Samsung reduced a lot of time costs, which instead led to explosions, making disaster cost losses unpredictable. 2. C2-Information search cost: After the bombing, Samsung faced attacks and criticisms from various parties, and Samsung and consumers could not achieve information equality when dealing with the incident, which in turn affected the rights and interests of consumers and improved information search transaction costs. 3. C3-Cost of Moral Crisis: Although Samsung immediately provided many remedial strategies, it has not eliminated the explosion of the Galaxy Note 7, so that consumers' trust in Samsung has never been improved, and consumers can no longer trust Seller's products and services. 4. C4-Exclusive falling into cost: After the Samsung incident, Samsung users originally owned high-value exclusive assets. It will become worthless, so in order to retain the value of these exclusive assets, the buyer has to continue to maintain a transaction relationship with the seller.
參考文獻 邱志聖 (2014)。策略行銷分析：架構與實務應用 余朝權 (2001)。現代行銷管理。台北市：五南。 黃俊英 (2002)。行銷學。臺北市：華泰文化。 黃深勳、黃盈杉、洪順慶、吳青松與陳松柏 (1998)。行銷概論。台北市：國立 空中 大學。 黃義良 (2009)。故事機構行銷策略之探討。學校行政, 61,73-95。 賀厚安 (2019)。考量多期需求探討新產品與翻新品最佳市場競爭模式。未發表 之碩博士論文，中原大學，工業與系統工程研究所，桃園市。 黎士鳴、林義傑、蔡宗延 (2021)。網癮處遇新模式：單親爸爸俱樂部之六藝親 子日，臺灣教育評論月刊， 10(11)， 140-145。 蔡翼擎、黃翎榛、陳家羚、王馨儀、陳儀倫、林立晴、許芳瑜（2018）。 以層級分析法探索臺灣手遊產業建構有效創業模式之關鍵決策因子。管理 資訊計算，7(1)，71-89。 Booms, B. H., & Bitner, M. J. (1981). Marketing strategics and organization structure for service firms. In Donnelly, J. H. & Gerog, W. R. (Eds.). of services, Chicago: American Marketing Association. Brooker, G., & Nobel, M. (1985). The marketing of higher education. College and University, 60(3), 191-200. Chiles, T. H. and J. F. McMackin (1996). Integrating variable risk preferences, trust, and transaction cost economics. Academy of Management Review, 21(1), 73-99. Coase, R. H. (1937). “The Nature of the Firm.” Economica, Vol.4, pp.386-405. Davis, S., (1995). A Vision for the Year 2000: Brand Asset Management, Journal of Consumer Marketing, 12(4), 65-82. de Chernatony, L. & McWilliam, G., (1989). The Strategic Implications of Clarifying How Marketers Interpret “Brands”, Journal of Marketing Management, 5(2), 153-171. Feng, Y., Ma, Y., & Zhong, Q. (2019). The relationship between adolescents’ stress and internet addiction: a mediated-moderation model. Frontiers in Psychology, 10, 22-48. Gary, L. (1991). Marketing education. Buckingham: Open University Press. Kotler,P., & Armstrong, G. (1997). Marketing: A introduction. Englewood Cliffs. NJ:Prentice Hall. Moran, P. & Ghoshal, S. (1999). Markets, Firms, and the Process of Economic Development. Academy of Management Review, 24(3), 390-412. McCarthy, E. J. (1981). Basic Marketing: A Managerial Approach (7t ed.). Homewood, Illionis: Richard D. Irwin, Inc. Ouchi, W. G. (1979). A conceptual framework for the design of organizational control mechanisms. Management Science, 25, 838-848. Rindfleisch, A. and J. B. Heide (1997). Transaction cost analysis：Past, present and future applications. Journal of Marketing, 61(4), 30-54. Williamson, O. E. (1975). Markets and Hierarchies: Analysis and Antitrust Implications”New York: Free Press. Williamson, O. E. (1981). The Economics of Organization: the Transaction Cost Approach. American Journal of Sociology, 87, 3, 548-577. Williamson, O. E. (1985). “The Economic Institutions of Capitalism：Firms, Markets, Relational Contracting, New York：Free Press. Williamson, O. (1996), The Mechanisms of Governance, Oxford University Press.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932045
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107932045
資料類型 thesis
dc.contributor.advisor 巫立宇zh_TW
dc.contributor.author (Authors) 陳常偉zh_TW
dc.contributor.author (Authors) Chen, Chang-Weien_US
dc.creator (作者) 陳常偉zh_TW
dc.creator (作者) Chen, Chang-Weien_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Dec-2023 10:43:48 (UTC+8)-
dc.date.available 1-Dec-2023 10:43:48 (UTC+8)-
dc.date.issued (上傳時間) 1-Dec-2023 10:43:48 (UTC+8)-
dc.identifier (Other Identifiers) G0107932045en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148490-
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) 107932045zh_TW
dc.description.abstract (摘要) 於現今時代，手機已是全球社會每一個人必備的日常用品之一，而在手機市場歷史中，三星集團推出之Galaxy Note 7手機出現的手機爆炸案，造成了三星品牌極大的負面影響。而作為交易成本理論觀點的策略行銷4C架構，適合分析行銷方式，因此，本研究為了解三星與消費者未來需支付的各類成本，故用策略行銷4C架構進行個案的分析。研究結果:一、C1-外顯單位效益成本:三星為提升競爭力與市場佔有率，減少許多時間成本，反而導致爆炸事件的產生，而使得災害成本損失無法預估。二、C2-資訊搜尋成本: 爆炸案後，三星面對各方的抨擊與批評，且事後處理時三星與消費者間並無法達到訊息對等的位置，進而影響消費者之權益，提升資訊搜尋之交易成本。三、C3-道德危機成本:三星雖即時的提供許多彌補的策略，但卻仍未消彌Galaxy Note 7爆炸的情形，使消費者對三星的信任感始終無法改善，讓消費者再也無法信任賣方的產品及服務。四、C4-專屬陷入成本:在三星此次事件的發生後，對三星的用戶而言，原本擁有高價值的專屬資產，當該爆炸事件導致交易關係受損時，買方原先在專屬相關資產投入之成本隨即不再擁有其既定的價值，是故，買方在自我的權益受到影響時，為了維持手中專屬資產的價值，只能被迫妥協並持續的與賣方維持原先之交易關係。zh_TW
dc.description.abstract (摘要) In today's era, mobile phones have become one of the daily necessities for everyone in the global society. In the history of the mobile phone market, the explosion of the Galaxy Note 7 mobile phone launched by Samsung Group has caused a great negative impact on the Samsung brand. The 4C framework of strategic marketing, which is a theoretical point of view of transaction costs, is suitable for analyzing marketing methods. Therefore, in order to understand the various costs that Samsung and consumers will have to pay in the future, this study uses the 4C framework of strategic marketing for case analysis. Research results: 1. C1-explicit unit benefit cost: In order to enhance competitiveness and market share, Samsung reduced a lot of time costs, which instead led to explosions, making disaster cost losses unpredictable. 2. C2-Information search cost: After the bombing, Samsung faced attacks and criticisms from various parties, and Samsung and consumers could not achieve information equality when dealing with the incident, which in turn affected the rights and interests of consumers and improved information search transaction costs. 3. C3-Cost of Moral Crisis: Although Samsung immediately provided many remedial strategies, it has not eliminated the explosion of the Galaxy Note 7, so that consumers' trust in Samsung has never been improved, and consumers can no longer trust Seller's products and services. 4. C4-Exclusive falling into cost: After the Samsung incident, Samsung users originally owned high-value exclusive assets. It will become worthless, so in order to retain the value of these exclusive assets, the buyer has to continue to maintain a transaction relationship with the seller.en_US
dc.description.tableofcontents 摘要 2 第一章 緒論 7 第一節 研究背景與動機 7 第二節 研究問題與目的 10 第二章 文獻探討 11 第一節 策略行銷4C架構 11 (一)C1外顯單位效益成本 14 (二)C2資訊搜尋成本 16 (三)C3道德危機成本 18 (四)C4專屬陷入成本 20 第三章 個案 22 第一節 公司簡介 22 第二節 個案介紹 24 第四章 個案4C策略架構分析 37 第一節 C1-外顯單位效益成本 37 第二節 C2-資訊搜尋成本 41 第三節 C3-道德危機成本 45 第四節 C4-專屬陷入成本 49 第五章 結論 50 參考文獻 54zh_TW
dc.format.extent 1251955 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107932045en_US
dc.subject (關鍵詞) 策略行銷 4C 分析zh_TW
dc.subject (關鍵詞) 交易成本zh_TW
dc.subject (關鍵詞) 4P行銷策略zh_TW
dc.subject (關鍵詞) Strategic marketing 4C analysisen_US
dc.subject (關鍵詞) Transaction costen_US
dc.subject (關鍵詞) Marketing 4Pen_US
dc.title (題名) 4C行銷分析以三星NOTE 7手機意外為例zh_TW
dc.title (題名) 4C MARKETING ANALYSIS TAKES SAMSUNG NOTE 7 MOBILE PHONE ACCIDENT AS AN EXAMPLEen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 邱志聖 (2014)。策略行銷分析：架構與實務應用 余朝權 (2001)。現代行銷管理。台北市：五南。 黃俊英 (2002)。行銷學。臺北市：華泰文化。 黃深勳、黃盈杉、洪順慶、吳青松與陳松柏 (1998)。行銷概論。台北市：國立 空中 大學。 黃義良 (2009)。故事機構行銷策略之探討。學校行政, 61,73-95。 賀厚安 (2019)。考量多期需求探討新產品與翻新品最佳市場競爭模式。未發表 之碩博士論文，中原大學，工業與系統工程研究所，桃園市。 黎士鳴、林義傑、蔡宗延 (2021)。網癮處遇新模式：單親爸爸俱樂部之六藝親 子日，臺灣教育評論月刊， 10(11)， 140-145。 蔡翼擎、黃翎榛、陳家羚、王馨儀、陳儀倫、林立晴、許芳瑜（2018）。 以層級分析法探索臺灣手遊產業建構有效創業模式之關鍵決策因子。管理 資訊計算，7(1)，71-89。 Booms, B. H., & Bitner, M. J. (1981). Marketing strategics and organization structure for service firms. In Donnelly, J. H. & Gerog, W. R. (Eds.). of services, Chicago: American Marketing Association. Brooker, G., & Nobel, M. (1985). The marketing of higher education. College and University, 60(3), 191-200. Chiles, T. H. and J. F. McMackin (1996). Integrating variable risk preferences, trust, and transaction cost economics. Academy of Management Review, 21(1), 73-99. Coase, R. H. (1937). “The Nature of the Firm.” Economica, Vol.4, pp.386-405. Davis, S., (1995). A Vision for the Year 2000: Brand Asset Management, Journal of Consumer Marketing, 12(4), 65-82. de Chernatony, L. & McWilliam, G., (1989). The Strategic Implications of Clarifying How Marketers Interpret “Brands”, Journal of Marketing Management, 5(2), 153-171. Feng, Y., Ma, Y., & Zhong, Q. (2019). The relationship between adolescents’ stress and internet addiction: a mediated-moderation model. Frontiers in Psychology, 10, 22-48. Gary, L. (1991). Marketing education. Buckingham: Open University Press. Kotler,P., & Armstrong, G. (1997). Marketing: A introduction. Englewood Cliffs. NJ:Prentice Hall. Moran, P. & Ghoshal, S. (1999). Markets, Firms, and the Process of Economic Development. Academy of Management Review, 24(3), 390-412. McCarthy, E. J. (1981). Basic Marketing: A Managerial Approach (7t ed.). Homewood, Illionis: Richard D. Irwin, Inc. Ouchi, W. G. (1979). A conceptual framework for the design of organizational control mechanisms. Management Science, 25, 838-848. Rindfleisch, A. and J. B. Heide (1997). Transaction cost analysis：Past, present and future applications. Journal of Marketing, 61(4), 30-54. Williamson, O. E. (1975). Markets and Hierarchies: Analysis and Antitrust Implications”New York: Free Press. Williamson, O. E. (1981). The Economics of Organization: the Transaction Cost Approach. American Journal of Sociology, 87, 3, 548-577. Williamson, O. E. (1985). “The Economic Institutions of Capitalism：Firms, Markets, Relational Contracting, New York：Free Press. Williamson, O. (1996), The Mechanisms of Governance, Oxford University Press.zh_TW