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| 題名: | 策略行銷4C架構在改善顧客旅程之應用-以M公司為例
Strategic Marketing Analysis of Customer Journey Improvement: A Case Study of Company M |
| 作者: | 成主光
Cheng, Chu-Kuang |
| 貢獻者: | 巫立宇
Wu, Lei-Yu
成主光
Cheng, Chu-Kuang |
| 關鍵詞: | 顧客旅程
接觸點
策略行銷4C
外顯單位效益成本(C1)
資訊搜尋成本(C2)
道德危機成本(C3)
專屬陷入成本(C4)
Customer journey
Touchpoints
4C Framework of Strategic Marketing
Cost of Utility (C1)
Cost of Information Search (C2)
Cost of Moral Hazard (C3)
Cost of Asset Specificity (C4) |
| 日期: | 2022 |
| 上傳時間: | 2023-02-01 14:04:56 (UTC+8) |
| 摘要: | 行銷理論從過往以產品為中心的模式，演進至滿足顧客需求，並應用科技創新，溝通、傳遞及加強購客旅程的價值。特別是消費品產業，過去無法清楚掌握消費者輪廓，但越來越多企業重視顧客關係經營。行銷觀念從單向銷售產品給消費者，到重視顧客在整個消費過程中每一個接觸點的經營，在購買完成後，更企圖創造下一次消費的締結。從單純的買與賣的過程，變成顧客全旅程的經營與管理。
本論文藉由檢視M公司接觸消費者的過程，定義接觸點，描繪出顧客旅程，並藉由策略行銷4C的架構，尋找顧客旅程中每個接觸點的優化機會。策略行銷4C的觀念正是用於顧客旅程管理的最好模組。外顯單位效益成本(C1)是產生美好顧客旅程的根本要件，降低買者資訊搜尋成本(C2)是開啟顧客旅程的最佳方式，避免買者道德危機成本(C3)則是導引顧客願意信任品牌及產品的關鍵，最後買者專屬陷入成本(C4)則能培養持續消費的忠誠顧客。
本論文希望應用策略行銷4C改善目前顧客關係管理，建構一個整合性的顧客旅程計畫。在吸引消費者並轉化成會員的過程，優化網路搜尋、強化門市互動及體驗、改善官網設計及增加社群，達成降低C2資訊搜尋及C3道德危機的成本。在購買中的階段，豐富門市體驗及服務、準確的行銷溝通、改善網購運費問題，並發展客製化行銷，讓會員感受所得效益高於支付成本，強化C1外顯單位效益。在購買後，提供退換貨滿意保證，降低C3道德危機成本。利用永恆卡VIP、新會員專屬活動及相關行銷方案，培養長期使用產品習慣，產生C4專屬陷入，導引會員每個月持續購物。最終目的希望達成提升會員人數增長及持續訂購比例，進而朝向提升公司整體獲利及永續發展。
Marketing theories are changed from the product-oriented model to focus on customer needs satisfaction. It applies technology innovation to communicate, deliver, and enhance customer journey value. In the FMCG industry, it is hard to own clear consumers profile in the past, but more and more companies pay attention on customer relationship management. The marketing concept is not only to sell products to consumers. To focus and manage every touch point during shopping process are more important. Marketing tries to build up the engagement of following shopping after one purchase is completed. The operation and management of the entire customer journey replace simple process of buying and selling.
This paper reviews the process of reaching consumers of M company. We want to identify the touchpoints, depict the customer journey, and finds the optimization opportunities through 4C Framework of Strategic Marketing. The concept of 4C framework of strategic marketing is the best model for customer journey management. Cost of Utility (C1) is the fundamental element to generate a good experience of customer journey. The reducing the Cost of Information Search (C2) is excellent to motivate customers start customer journey. The company also want to minimize the Cost of Moral Hazard (C3) which can guide customers to trust brands and products. The last Cost of Asset Specificity (C4) can benefit to cultivate loyal customers.
We want to apply the 4C Framework of Strategic Marketing to improve the current customer relationship and construct an integrated customer journey plan. In the process of attracting consumers and converting them into members, we plan to optimize search engine, strengthen store interaction and experience, improve official website design and increase social media communication. These actions reduce the cost of C2 and C3. In the purchasing stage, the plans is to enhance store experience and service, marketing communication, lower online shopping shipping fee, and develop customized marketing. The members earn more benefits which are higher than the cost of payment. It strengthens C1. To encourage consistent shopping, the satisfaction guarantee reduces the cost of C3. The VIP program, new member programs, and related marketing programs cultivate long-term product use habits and generate C4. These guide members to continue shopping every month. The ultimate goal is to increase the number of members and the retention improvement. It leads to improve overall profitability and sustainable development of the company. |
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| 描述: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932161 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0110932161 |
| 資料類型: | thesis |
| 顯示於類別: | [經營管理碩士學程EMBA] 學位論文
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