消費者價值共創之研究－以平價精品品牌為例

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題名	消費者價值共創之研究－以平價精品品牌為例 Customer Value Co-creation －An Exploratory Study on Affordable Luxury Brands
作者	黃致嘉
貢獻者	張愛華黃致嘉
關鍵詞	價值共創平價精品品牌顧客價值 value co-creation affordable luxury customer value
日期	2014
上傳時間	1-Jun-2015 11:00:58 (UTC+8)
摘要	本研究探討在價值共創的時代中，快速成長的平價精品品牌如何與消費者共創價值。本研究運用Prahalad（2004）等學者所提倡的價值共創四基石，結合四種精品顧客價值為架構，以平價精品消費者為對象，進行深度訪談，探討以下兩大主題：第一，平價精品品牌與消費者價值共創的過程具有哪些特性；第二，價值共創的過程中，對消費者產生了哪些價值。研究結果如下：一、平價精品品牌如何與消費者共創價值 1. 平價精品品牌扮演促進者的角色；消費者扮演著積極主動投入的角色，將自己身上不同的特質及其個人的需求投入於價值共創的過程。 2. 每一個共創經驗都是不同的價值共創元素－DART，包括溝通（Dialogue）、取用（Access）、風險評估（Risk assessment）和透明（Transparency）的組合，難以將單一元素切割出來。 3. 平價精品品牌價值共創過程具有網絡性。 4. 共創過程提供顧客用錢買不到的獨特經驗，讓消費者取用上流社會的生活型態。 5. 平價精品品牌第一線的服務人員與消費者的互動，是消費者個人化共創經驗重要的環節。 6. 價值共創的過程圍繞企業與顧客均感興趣的主題。二、價值共創對消費者產生的顧客價值平價精品消費者的共創經驗，對他們產生的顧客價值以「享樂價值」與「象徵性價值」為主。 This research looks into how managers of affordable luxury brands can facilitate the opportunities of value co-creation with their consumers. Utilizing the four building blocks of co-creation and four customer values proposed by previous scholars as the framework, this research conducted in-depth interviews with affordable luxury consumers to understand how affordable luxury brands and its consumers co-create value and the types of customer value delivered through value co-creation. Research results are as below: 1. How affordable luxury brands and its consumers co-create value (1) Affordable luxury brands marketers play the roles of promotors, while consumers actively engage in value co-creation with their own different traits and needs personalizing their experiences. (2) Every value co-creation experience encompasses different combinations of the four building blocks of value co-creation, DART (dialogue, access, risk assessment, transparency) and it is difficult to break down any process of co-creation with any single building block. (3) The networked nature of value co-creation for affordable luxury brands were evident. (4) The process of co-creation provides consumers unique personalized experiences that cannot be bought with sheer money and also allows consumers to access the lifestyle of the upper class. (5) The Interaction between consumers and affordable luxury store staffs plays an important part in providing personalized co-creation experiences for consumers. (6) The process of value co-creation evolves around subjects that both the brand and customers are interested in. 2. Types of customer value delivered through value co-creation Customer values delivered through co-creation are mainly hedonic value and symbolic value.
參考文獻	中文部份石靈慧(2013)。名牌學：4D透視奢華名牌當代神話(上)。美國馬里蘭州北波托馬克：美商EHGBooks微出版公司。洪慧芳(譯)(2011)。精品策略。新北市：繁星多媒體。(Kapferer,J.N., & Bastien,V.,2009) 英文部份 Alvarez, G., Kemanian, V., & Malnight, T. (2011). Keeping the strategic balance in the new luxury market. Retrieved from http://www.latitudeglobal.com/documents/ceye-sep04-malnight.pdf Berry, C. J. (1994). The idea of luxury: A conceptual and historical investigation. Cambridge,UK: Cambridge University Press. Choo, H. J., Moon, H., Kim, H., & Yoon, N. (2012). Luxury customer value. Journal of Fashion Marketing and Management, 16(1), 81-101. doi: 10.1108/13612021211203041 Dubois, B., & Paternault, C. (1995). Observations: Understanding the world of international luxury brands: The "dream formula". Journal of Advertising Research, 35(4), 69-76. Fenigstein, A., Scheier, M. F., & Buss, A. H. (1975). Public and private self-consciousness: Assessment and theory. Journal of Consulting and Clinical Psychology, 43(4), 522. Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604. doi: 10.1057/bm.2010.14 Kapferer, J.-N. (1997). Managing luxury brands. Journal of Brand Management, 4(4), 251-259. Marshall, C., Rossman, G.B.(1995). Designing qualitative research. Thousand Oaks, CA: Sage. McCracken, Grant.(1988). The long interview. Newbury Park, CA: Sage. Normann, R., & Ramirez, R. (1993). From value chain to value constellation: designing interactive strategy. Harvard Business Review, 71(4), 65-77. Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-68. doi: http://dx.doi.org/10.1016/S0007-6813(98)90023-4 Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the `rarity principle`. Journal of Brand Management, 8(2), 122-138. doi: http://dx.doi.org/10.1057/palgrave.bm.2540013 Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. New York: Free Press. Prahalad, & Ramaswamy. (2004a). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4-9. Prahalad, C. K., & Ramaswamy, V. (2004b). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi: 10.1002/dir.20015 Prahalad, C. K., & Ramaswamy, V. (2004c). The future of competition: Co-creating unique value with customers. Boston, MA: Harvard Business Press. Prahalad, C. K., & Ramaswamy, V. (2013). The future of competition: Co-creating unique value with customers. Boston, MA: Harvard Business Press. Ranjan, K., & Read, S. (2014). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 1-26. doi: 10.1007/s11747-014-0397-2 Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of advertising research, 28(1), 11-31. Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67. Schouten, John W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of consumer research, 17(4), 412-425 Sekora, J. (1977). Luxury: the concept in western thought, Eden to Smollett. Baltimore: Johns Hopkins University Press. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi: http://dx.doi.org/10.1016/0148-2963(91)90050-8 Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 48-57. Silverstein, M., & Fiske, N. (2003). Trading up: The new American luxury. New York: Penguin Group. Smith, J., & Colgate, M. (2007). Customer value creation: A practical framework. The Journal of Marketing Theory and Practice, 15(1), 7-23. doi: 10.2753/mtp1069-6679150101 Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: on chains, shops, and networks. Strategic Management Journal, 19(5), 413-437. doi: 10.1002/(SICI)1097-0266(199805)19:5<413::AID-SMJ946>3.0.CO;2-C Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5-6), 375-382. doi: 10.1057/bm.2009.1 Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness - Are they related? Strategic marketing implications for luxury brands. Journal of Strategic Marketing, 16(3), 189-203. doi: 10.1080/09652540802117124 Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163. doi: 10.1016/j.jbusres.2009.10.012 Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15. Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625-651. doi: 10.1002/mar.20292 Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. doi: 10.1007/BF02894350 Yeoman, I., & McMahon-Beattie, U. (2006). Luxury markets and premium pricing. Journal of Revenue and Pricing Management, 4(4), 319-328. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
描述	碩士國立政治大學企業管理研究所 102363032 103
資料來源	http://thesis.lib.nccu.edu.tw/record/#G1023630321
資料類型	thesis

dc.contributor.advisor	張愛華	zh_TW
dc.contributor.author (Authors)	黃致嘉	zh_TW
dc.creator (作者)	黃致嘉	zh_TW
dc.date (日期)	2014	en_US
dc.date.accessioned	1-Jun-2015 11:00:58 (UTC+8)	-
dc.date.available	1-Jun-2015 11:00:58 (UTC+8)	-
dc.date.issued (上傳時間)	1-Jun-2015 11:00:58 (UTC+8)	-
dc.identifier (Other Identifiers)	G1023630321	en_US
dc.identifier.uri (URI)	http://nccur.lib.nccu.edu.tw/handle/140.119/75399	-
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	zh_TW
dc.description (描述)	102363032	zh_TW
dc.description (描述)	103	zh_TW
dc.description.abstract (摘要)	本研究探討在價值共創的時代中，快速成長的平價精品品牌如何與消費者共創價值。本研究運用Prahalad（2004）等學者所提倡的價值共創四基石，結合四種精品顧客價值為架構，以平價精品消費者為對象，進行深度訪談，探討以下兩大主題：第一，平價精品品牌與消費者價值共創的過程具有哪些特性；第二，價值共創的過程中，對消費者產生了哪些價值。研究結果如下：一、平價精品品牌如何與消費者共創價值 1. 平價精品品牌扮演促進者的角色；消費者扮演著積極主動投入的角色，將自己身上不同的特質及其個人的需求投入於價值共創的過程。 2. 每一個共創經驗都是不同的價值共創元素－DART，包括溝通（Dialogue）、取用（Access）、風險評估（Risk assessment）和透明（Transparency）的組合，難以將單一元素切割出來。 3. 平價精品品牌價值共創過程具有網絡性。 4. 共創過程提供顧客用錢買不到的獨特經驗，讓消費者取用上流社會的生活型態。 5. 平價精品品牌第一線的服務人員與消費者的互動，是消費者個人化共創經驗重要的環節。 6. 價值共創的過程圍繞企業與顧客均感興趣的主題。二、價值共創對消費者產生的顧客價值平價精品消費者的共創經驗，對他們產生的顧客價值以「享樂價值」與「象徵性價值」為主。	zh_TW
dc.description.abstract (摘要)	This research looks into how managers of affordable luxury brands can facilitate the opportunities of value co-creation with their consumers. Utilizing the four building blocks of co-creation and four customer values proposed by previous scholars as the framework, this research conducted in-depth interviews with affordable luxury consumers to understand how affordable luxury brands and its consumers co-create value and the types of customer value delivered through value co-creation. Research results are as below: 1. How affordable luxury brands and its consumers co-create value (1) Affordable luxury brands marketers play the roles of promotors, while consumers actively engage in value co-creation with their own different traits and needs personalizing their experiences. (2) Every value co-creation experience encompasses different combinations of the four building blocks of value co-creation, DART (dialogue, access, risk assessment, transparency) and it is difficult to break down any process of co-creation with any single building block. (3) The networked nature of value co-creation for affordable luxury brands were evident. (4) The process of co-creation provides consumers unique personalized experiences that cannot be bought with sheer money and also allows consumers to access the lifestyle of the upper class. (5) The Interaction between consumers and affordable luxury store staffs plays an important part in providing personalized co-creation experiences for consumers. (6) The process of value co-creation evolves around subjects that both the brand and customers are interested in. 2. Types of customer value delivered through value co-creation Customer values delivered through co-creation are mainly hedonic value and symbolic value.	en_US
dc.description.tableofcontents	摘要 I ABSTRACT II 目錄 III 圖目錄 IV 表目錄 V 第一章緒論 1 第一節研究背景與動機 1 第二節研究目的與研究問題 4 第三節研究流程 5 第二章文獻探討 6 第一節價值共創 6 第三節精品顧客價值 17 第三章研究方法 24 第一節研究架構 24 第二節研究方法 25 第三節訪談執行 31 第四章研究分析與研究結果 37 第一節平價精品品牌之介紹 37 第二節訪談資料分析 39 第四節小結 76 第五章結論與建議 80 第一節研究結論 80 第二節管理意涵 82 第三節研究限制與未來建議 83 第六章參考文獻 85	zh_TW
dc.format.extent	2153853 bytes	-
dc.format.mimetype	application/pdf	-
dc.source.uri (資料來源)	http://thesis.lib.nccu.edu.tw/record/#G1023630321	en_US
dc.subject (關鍵詞)	價值共創	zh_TW
dc.subject (關鍵詞)	平價精品品牌	zh_TW
dc.subject (關鍵詞)	顧客價值	zh_TW
dc.subject (關鍵詞)	value co-creation	en_US
dc.subject (關鍵詞)	affordable luxury	en_US
dc.subject (關鍵詞)	customer value	en_US
dc.title (題名)	消費者價值共創之研究－以平價精品品牌為例	zh_TW
dc.title (題名)	Customer Value Co-creation －An Exploratory Study on Affordable Luxury Brands	en_US
dc.type (資料類型)	thesis	en
dc.relation.reference (參考文獻)	中文部份石靈慧(2013)。名牌學：4D透視奢華名牌當代神話(上)。美國馬里蘭州北波托馬克：美商EHGBooks微出版公司。洪慧芳(譯)(2011)。精品策略。新北市：繁星多媒體。(Kapferer,J.N., & Bastien,V.,2009) 英文部份 Alvarez, G., Kemanian, V., & Malnight, T. (2011). Keeping the strategic balance in the new luxury market. Retrieved from http://www.latitudeglobal.com/documents/ceye-sep04-malnight.pdf Berry, C. J. (1994). The idea of luxury: A conceptual and historical investigation. Cambridge,UK: Cambridge University Press. Choo, H. J., Moon, H., Kim, H., & Yoon, N. (2012). Luxury customer value. Journal of Fashion Marketing and Management, 16(1), 81-101. doi: 10.1108/13612021211203041 Dubois, B., & Paternault, C. (1995). Observations: Understanding the world of international luxury brands: The "dream formula". Journal of Advertising Research, 35(4), 69-76. Fenigstein, A., Scheier, M. F., & Buss, A. H. (1975). Public and private self-consciousness: Assessment and theory. Journal of Consulting and Clinical Psychology, 43(4), 522. Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604. doi: 10.1057/bm.2010.14 Kapferer, J.-N. (1997). Managing luxury brands. Journal of Brand Management, 4(4), 251-259. Marshall, C., Rossman, G.B.(1995). Designing qualitative research. Thousand Oaks, CA: Sage. McCracken, Grant.(1988). The long interview. Newbury Park, CA: Sage. Normann, R., & Ramirez, R. (1993). From value chain to value constellation: designing interactive strategy. Harvard Business Review, 71(4), 65-77. Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-68. doi: http://dx.doi.org/10.1016/S0007-6813(98)90023-4 Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the `rarity principle`. Journal of Brand Management, 8(2), 122-138. doi: http://dx.doi.org/10.1057/palgrave.bm.2540013 Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. New York: Free Press. Prahalad, & Ramaswamy. (2004a). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4-9. Prahalad, C. K., & Ramaswamy, V. (2004b). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi: 10.1002/dir.20015 Prahalad, C. K., & Ramaswamy, V. (2004c). The future of competition: Co-creating unique value with customers. Boston, MA: Harvard Business Press. Prahalad, C. K., & Ramaswamy, V. (2013). The future of competition: Co-creating unique value with customers. Boston, MA: Harvard Business Press. Ranjan, K., & Read, S. (2014). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 1-26. doi: 10.1007/s11747-014-0397-2 Reynolds, T. J., & Gutman, J. (1988). Laddering theory, method, analysis, and interpretation. Journal of advertising research, 28(1), 11-31. Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67. Schouten, John W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of consumer research, 17(4), 412-425 Sekora, J. (1977). Luxury: the concept in western thought, Eden to Smollett. Baltimore: Johns Hopkins University Press. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi: http://dx.doi.org/10.1016/0148-2963(91)90050-8 Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 48-57. Silverstein, M., & Fiske, N. (2003). Trading up: The new American luxury. New York: Penguin Group. Smith, J., & Colgate, M. (2007). Customer value creation: A practical framework. The Journal of Marketing Theory and Practice, 15(1), 7-23. doi: 10.2753/mtp1069-6679150101 Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: on chains, shops, and networks. Strategic Management Journal, 19(5), 413-437. doi: 10.1002/(SICI)1097-0266(199805)19:5<413::AID-SMJ946>3.0.CO;2-C Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5-6), 375-382. doi: 10.1057/bm.2009.1 Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness - Are they related? Strategic marketing implications for luxury brands. Journal of Strategic Marketing, 16(3), 189-203. doi: 10.1080/09652540802117124 Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163. doi: 10.1016/j.jbusres.2009.10.012 Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1-15. Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625-651. doi: 10.1002/mar.20292 Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. doi: 10.1007/BF02894350 Yeoman, I., & McMahon-Beattie, U. (2006). Luxury markets and premium pricing. Journal of Revenue and Pricing Management, 4(4), 319-328. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.	zh_TW

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