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| Title: | 全訂製西服如何透過體驗行銷產生顧客價值之研究
The study of how Bespoke Suits generate Customer Value through Experience Marketing |
| Authors: | 戴境儀
Tai, Ching-Yi |
| Contributors: | 溫肇東
Wen, Chao-Tung
戴境儀
Tai, Ching-Yi |
| Keywords: | 全訂製西服
體驗行銷
顧客價值
Bespoke suits
Experience marketing
Customer value |
| Date: | 2020 |
| Issue Date: | 2020-07-01 14:01:37 (UTC+8) |
| Abstract: | 全訂製西服擁有針對個人身形製版與提供客製化設計的特質，自16世紀發展以來，已經成為國際通用的正式服裝，因此西服有其符號與形式上的意義。全訂製西服在日治末期開始在台灣盛行，並於1980年代達到頂峰，後來因為大量的成衣品牌進口台灣，而趨於沒落，不過近幾年又開始漸漸流行起來。不禁讓人好奇為什麼這些人會想進行全訂製西服的消費，以及全訂製西服店家如何塑造顧客體驗，因此本研究的研究目的為，以全訂製西服為研究場域，探討全訂製西服如何透過體驗行銷產生顧客價值。
本研究採質性的研究方法，訪談5間全訂製西服店和14位顧客後，進行文本分析。研究發現顧客選擇全訂製西服服務是始於生理、自尊與審美的需求，訴諸於「產品」和「服務」兩個層面的全訂製西服特性。經過店家體驗行銷帶來的體驗及價值，會誘發更多的認知、審美與自我實現需求，並影響顧客下一次訂製的消費決策，以達到會追求再更上一層顧客體驗與價值的目的。然而，藉由體驗行銷帶來的顧客價值包含功能價值、享樂價值、象徵價值和成本價值。
另一方面，研究發現，在全訂製西服店家進行體驗行銷時，「產品」和「互動」為最重要的兩個體驗媒介，因此店家在加強製版功力的同時，增強店內人員的溝通能力與諮詢能力也很重要。
Bespoke Suits tailor to people’s individual measurements, and make customized suits. Since the development in the 16th century, they have become internationally-used formal clothes, so suits have their symbolic and formal significance. Bespoke suits began to prevail in Taiwan at the end of the Japanese-Occupied period, and reached their peak in the 1980s. Later, a large number of ready-to-wear brands were imported into Taiwan, which let bespoke suit tended to decline. However, they have gradually become popular in recent years. Reseacher was curious about why these people would like to do bespoke, and how the bespoke tailor stores generate the customer experience for their customers. Therefore, the purpose of this study is to explore how bespoke suits generate customer value through experience marketing.
This study adopted a qualitative research method. After interviewing 5 bespoke tailor stores and 14 customers. The study found that the reason why customers choose bespoke services is to satisfy the needs of physiological, self-esteem and aesthetics through the characteristics of “products” and “services” of bespoke suits. The experience and value brought by experience marketing will trigger more needs of cognitive, aesthetic and self-realization, and influence consumer decision in the future. However, the customer value brought by experience marketing includes functional value, hedonic value, symbolic value and cost value.
On the other hand, the research found that in the bespoke suit store for experiential marketing, "product" and "interaction" are the two most important experience provider. Therefore, while the store should strengthen their tailor skills, communication ability, and consulting skills at the same time. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
106364119 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106364119 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000491 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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