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    Title: 共創共享平台創新行銷模式之研究
    A Research on the New Co-creation Platform of Online Marketing Model
    Authors: 徐凱玲
    Contributors: 季延平
    徐凱玲
    Keywords: 顧客價值
    共創經濟
    服務品質
    購買意願
    服務涉入
    Customer value
    Create economy
    Service quality
    Purchase intention
    Service involved
    Date: 2017
    Issue Date: 2018-02-02 17:29:05 (UTC+8)
    Abstract: 共享經濟、社群媒體,已經是現代人在行銷媒體以及商業管理上密不可分的話題,然而,在這樣一個網際網路頻繁運用的同時,整個大環境的改變,過多的資源讓消費者的身分開始轉變,不再像以往的方式只是單單的接受與接收,而是有強烈的求知慾,這樣的資訊的啃食方式,改變了消費者的身分,消費者直接或間接的轉變成評量者、推薦者甚是購買者變成銷售者,這就是共享經濟下的一個模組。本研究探討目前市面上已經執行且成功擴散的共享經濟經營模式,用這樣的一個方式間接地看台灣市場在品牌行銷上的概況。本研究針對保養品產業,先來探討目前市場上會使用的媒體行銷工具,並運用研究方法,找到網路平台上與實體通路間的一個微妙的組合,這樣的組合行銷方式來自於消費者對基本資訊的強烈需求與擴散,直接與間接地達成共創經濟的模式,讓台灣保養品可以找到一組符合現在消費者與商品之間的行銷模式,並探討出哪些行銷模式是會被消費者有強連結與弱連結的行銷模組。
    同時在這樣的研究方式下,測試及比較體驗行銷與信任行銷兩者之間,會因為共創的這樣的一個身分,而改變對品牌的認同感與黏著度。
    Sharing economy and social media are, nowadays, inseparable topics in the realm of media marketing and business management. However, while in an era which WWW is being used with such high frequency, the entire environment is changed, these abundant resources have transformed consumers’ identities, not any longer a one way receiver, but to have a strong desire and curiosity to acquiring more knowledge and information. It is such hunger for information the key consumers’ identities change. Consumers are changed directly or indirectly to an evaluator, they are from being the one that suggests or purchases to a seller, this is the new module developed under “sharing economy.”
    This study explores the shared economic business models that have been implemented and are now proliferating successfully in the marketplace, and indirectly look at the Taiwanese market in terms of brand marketing. This research aims at the skin care industry, starting at exploring the media marketing tools currently used in the market, and through further research to find out a subtle combination of channel marketing and online sales platforms. Such a combination of marketing methods comes from consumers’ strong demand for basic information and proliferation, directly and indirectly bring out the model of a “ co-creating economy,” in order that Taiwanese skin care product brands can find a suitable marketing model between consumers and products, and further explore which marketing models would be the strongest links and weakest links to these consumers.
    At the same time in such research approach, the test and comparison between experience marketing and trust marketing will change the brand recognition and attachment due to the presence of co-creation.
    Key words: Customer value, create economy, service quality, purchase intention, service involved
    Reference: 張承耀, (2006) ,企業管理案例與評論 教學案例 3.經濟管理出版社。
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    陳柏吟,(2017), 虛擬社群美妝業配文之知識結構讀者反應結構探討,國立屏東大學資訊管理學系碩士論文。
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    哈佛商業評論,(2016),(2016台灣執行長50強)全球繁體中文版。
    李野新;滕紅琴,(2008), 新炒作營銷: 一本正經(簡體書)海天出版社。
    Alex Stephany, (2015), The Business of sharing: Making it in the New Sharing Economy 。
    約瑟夫.派恩、詹姆斯.吉爾摩 B. Joseph Pine II、James H. Gilmore ,(2013),體驗經濟時代(十週年修訂版):人們正在追尋更多意義,更多感受The Experience Economy, Updated Edition。
    Rozenes Shai (EDT)/ Cohen Yuval (EDT) ,(2017),Handbook of Research on Strategic Alliances and Value Co-creation in the Service Industry, Baker & Taylor Books 。
    布萊德‧史東,(2017),Uber與Airbnb憑什麼翻轉世界he Upstarts :How Uber, Airbnb, and the Killer Companies of the New Silicon Valley Are Changing the World,天下文化。
    Roger Dooley (2013),100 Ways to Persuade and convince Consumers With Neurimarketing 大腦拒絕不了的行銷,大雁文化發行。
    共享經濟- 维基百科,自由的百科全書https://zh.wikipedia.org/wiki/%E5%85%B1%E4%BA%AB%E7%B6%93%E6%BF%9F 。
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    104932177
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104932177
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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