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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 1-六月-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-creationCustomer 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.pdfBerry, 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: 10.1108/13612021211203041Dubois, 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.2010.14Kapferer, 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)90023-4Phau, 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.2540013Porter, 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.20015Prahalad, 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/s11747-014-0397-2Reynolds, 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), 412-425Sekora, 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)90050-8Silverstein, 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/mtp1069-6679150101Stabell, 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-CTruong, 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.2009.1Truong, 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: 10.1080/09652540802117124Tynan, 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.2009.10.012Vigneron, 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.20292Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. doi: 10.1007/BF02894350Yeoman, 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 (作者) 黃致嘉 zh_TW dc.creator (作者) 黃致嘉 zh_TW dc.date (日期) 2014 en_US dc.date.accessioned 1-六月-2015 11:00:58 (UTC+8) - dc.date.available 1-六月-2015 11:00:58 (UTC+8) - dc.date.issued (上傳時間) 1-六月-2015 11:00:58 (UTC+8) - dc.identifier (其他 識別碼) 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-creationCustomer values delivered through co-creation are mainly hedonic value and symbolic value. en_US dc.description.tableofcontents 摘要 IABSTRACT 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.pdfBerry, 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: 10.1108/13612021211203041Dubois, 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.2010.14Kapferer, 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)90023-4Phau, 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.2540013Porter, 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.20015Prahalad, 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/s11747-014-0397-2Reynolds, 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), 412-425Sekora, 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)90050-8Silverstein, 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/mtp1069-6679150101Stabell, 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-CTruong, 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.2009.1Truong, 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: 10.1080/09652540802117124Tynan, 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.2009.10.012Vigneron, 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.20292Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. doi: 10.1007/BF02894350Yeoman, 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
