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| Title: | 用品牌管理來建立顧客忠誠度之研究-以台灣王品集團為例
Utilizing brand management to build customer loyalty: use Taiwan`s Wowprime Corp. as example |
| Authors: | 陳廣洪
Chan, Kwong Hung |
| Contributors: | 李仁芳
Lee, Jen Feng
陳廣洪
Chan, Kwong Hung |
| Keywords: | 品牌管理
顧客忠誠
服務流程
品牌定位
Brand Management
Customer Loyalty
Service Process
Brand Positioning |
| Date: | 2012 |
| Issue Date: | 2013-09-02 16:08:15 (UTC+8) |
| Abstract: | 台灣飲食匯聚中華五千年文化之精髓，世界各國對於台灣的認知也多為美食之國。然而餐飲企業歷經多年，能夠成為「品牌」的企業至今仍屬少數，成為令消費者印象深刻、具有忠誠度的餐飲企業品牌更是極為罕見。
綜觀台灣的餐飲企業，王品可說是其中在品牌經營當中最具有識別度與知名度的品牌，更在消費者心目中佔有一定的份量，同時王品企業也在各方面強調以「品牌」經營餐飲業的概念。
因此本研究嘗試以「品牌管理與消費者忠誠度」相關的作法去解析王品在消費者忠誠度上，要求哪些重點、進行哪些工作，使其得以在數以萬計的餐廳當中脫穎而出，佔有相當程度的市佔率，並使消費者願意一再上門。
關鍵字：品牌管理，顧客忠誠，服務流程，品牌定位
Having inherited five thousand years of Chinese gourmet food culture , Taiwan is always recognized as one of the best eating places in the world. But with so many restaurants opened in the past couple of years, there are very few who can claim themselves as a “brand”, let alone those who can have good impression and have good brand loyalty among their customers.
After reviewing the whole restaurant business, one can find Wowprime Corp. is the most recognizable and high awareness brand in Taiwan. They have occupied a good piece of share in consumers’ minds. In the meantime, Wowprime Corp. also puts lots of emphasis on their unique brand management concept on each individual brand.
My thesis, therefore is trying to explore how Wowprime Corp. is utilizing their unique brand management concept to build customer loyalty in order to stand out from competition , to take up a good percentage of market share and to let their customers keep coming back.
Key words: Brand Management, Customer Loyalty, Service
Process, Brand Positioning. |
| Reference: | 1.王品集團官網。
2.王國雄 (2011)，「敢拼能賺愛玩-王品，從細節中發現天使」。
3.財政部統計處 (2012)，「中華民國財政統計月報」，台北。
4.財政部統計處 (2013)，「中華民國財政統計月報」，台北。
5.夏業良，魯煒譯（2003）, 「體驗經濟時代」, 經濟新潮社。譯自B. Joseph Pine II & James H. Gilmore(1999), “The experience economy : work is theatre & every business a stage”.
6.高端訓 （2012），“WOW！多品牌成就王品”，遠流出版社。
7.郭菀玲譯（2003），「創造客户感動的品牌管理」，哈佛企業管理顧問公司，台北。譯自Shaun Smith & Joe Wheeler (2003), “Managing the Customer Experience: Turning Customers into Advocates”.
8.黃宗基（2003），行動電話品牌忠誠度研究碩士論文，淡江大學管理科學研究所。
9.傅萊煦譯（2003），「定位策略」，美商格羅希爾，滾石文化，台北。譯自Al Rise, Jack Trout(1981), “Positioning: The Battle for Your Mind”.
10.經理人特刊雜誌（2012），「王品學」。
11.劉採卿（2012），「企業文化與企業壽命之關連研究-企業文化萬萬歲：從王品談起」，逢甲大學。
12.劉憶欣（2006），「紅三角酷，讓王品的七大品牌活靈活現！」
13. Aaker, David A. and J. Gary Shansby (1982) , “Positioning Your Product,” Business Horizons, 25 (May-June), 56-62.
14. Baudrillard. J., (1983), Simulations, Cambridge, Massachusetts : MIT Press.
15. Bhote, K. R. 1996. Beyond Customer, Satisfaction to Customer Loyalty: The Key to Greater Profitability. New York: American Management Association.
16. Blattberg, R. C.,& Neslin, S. A. (1990). Sales promotion concepts, methods, and strategies. New York: Prentice-Hall.
17. Griffin, J. (1995). Customer loyalty: How to earn It and how to keep It. Lexington Books, New York.
18. Kotler. P.(1998), Marketing Management：Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall, Inc.
19. Levitt, Theodore（1972）, Production-line approach to service, Harvard Business Review, 50, (September/October), 41-52.
20. Rosenberg, L.J. and Czepie, J.A., (1983) “A marketing approach for customer retention,” The Journal of Consumer Marketing, 2 ,pp.45.
21. Sasser, Olsen and Wyckoff（1978）, Management of service operations: Text, cases, and readings. Allyn and Bacon, New York Jones, T. O. & W. E. Jr. Sasser (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73, No. 6, pp. 88-99.
22. Shoemaker, S., & Lewis, R. (1999), “Customer loyalty: The future of hospitality marketing”, International Journal of Hospitality Management, 25, 8, 345-370.Yi-Ting Yu, Alison Dean, (2001) "The contribution of emotional satisfaction to consumer loyalty", International Journal of Service Industry Management, Vol. 12 Iss: 3, pp.234 - 250
23. Yoo, Donthu and Lee(2000), “An Examination of Selected Marketing Mix Elements and Brand Equity”, Journal of Academy of Marketing Service, Vol.28(2), pp.195-211.
24. Zeithaml,V.A., & Parasuraman, A. & Berry, L. L., (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol.60, P31-46. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
94932025
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0094932025 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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