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| Title: | 超商店員LINE社群力－顧客關係經營新模式
Convenience Store Clerks' LINE Community Power – A New Model for Customer Relationship Management |
| Authors: | 應維
Wei, Ying |
| Contributors: | 劉慧雯
Liu Hui Wen
應維
Ying Wei |
| Keywords: | 地域性
社群力
便利商店
顧客關係經營
locality
community power
convenience store
customer relationship |
| Date: | 2024 |
| Issue Date: | 2024-03-01 14:01:33 (UTC+8) |
| Abstract: | 台灣便利商店的服務越來越強大，隨著科技及智慧型手機的普及，便利商店的店員從以往只須維繫線下的實體顧客關係，到近幾年也開始要經營LINE社群上的顧客關係。因此，超商店員的社群力背後的內涵及經營方式，對於社群時代下的商業經營，更需深入具體探討。
本研究旨在探討超商店員的「社群力」必須具備哪些能力及內涵、店員如何評估自己的社群力，甚至在實體門市及虛擬社群兩種不同場域，產生的互補與競合關係。透過參與觀察法搭配深度訪談法的方式進行資料蒐集，研究發現便利商店擁有獨特「地域性」特徵，因此超商店員LINE社群力，必須依據當地區域的顧客慣性，分眾化設計訊息與顧客溝通，才能貼近當地的生活型態。
最後，便利商店透過線上、線下虛實整合可以發揮加乘效應，創造多邊獲利模式。但虛擬社群衍生出的隱私問題及增加額外經營成本等，亦是經營上的一大挑戰。
The service of convenience stores in Taiwan is becoming increasingly powerful. With the prevalence of technology and smartphones, convenience store clerks are not only responsible for maintaining offline customer relationships, but in recent years, they have also begun to manage customer relationships on LINE communities. Therefore, the connotation and management of the community power of convenience store clerks need to be further explored in the context of business operations in the social media era.
This study aims to explore the abilities and connotations that convenience store clerks must possess in terms of "community power," how clerks evaluate their own community power, and even the complementary and competitive relationships that arise in both physical stores and virtual communities. Through participant observation and in-depth interviews, the study found that convenience stores have unique "locality" characteristics. Therefore, the community power of convenience store clerks must design messages and communicate with customers based on the habitual behaviors of customers in the local area in order to be close to the local lifestyle.
Finally, convenience stores can leverage the synergistic effect of online and offline integration to create a multi-faceted profit model. However, the privacy issues and additional operational costs arising from virtual communities are also major challenges in operations. |
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| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
108941003 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108941003 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
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