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系統識別號 U0026-0408201600013600
論文名稱(中文) 從價值共創之策略思維探討品牌經營:以A公司為例
論文名稱(英文) Investigating Brand Management from the Perspective of Value Co-creation:The Case of Company A
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 104
學期 2
出版年 105
研究生(中文) 翁倩瑜
研究生(英文) Chien-Yu, Weng
學號 R47031013
學位類別 碩士
語文別 中文
論文頁數 84頁
口試委員 指導教授-方世杰
口試委員-周信輝
口試委員-李慶芳
口試委員-黃朝欽
中文關鍵字 價值共創  品牌經營  品牌權益 
英文關鍵字 Value Co-creation  Brand Management  Brand Equity 
學科別分類
中文摘要 隨著消費趨勢改變,消費者的角色在商業活動中從被動轉為主動,企業不再是價值創造過程中唯一的創造者,任何與企業有互動關係的利害關係人,都可能成為價值共創者。根據服務主導邏輯的行銷觀點,商品本身只是傳遞服務的工具或媒介,使用價值(value-in-use)才是價值的本質。因此,經營「品牌」對企業而言顯得更加重要。
品牌管理的文獻從最早期探討如何創造差異化開始,隨著「服務」在經濟環境的重要性逐漸攀升,如今也有了新的詮釋:品牌經營是企業與利害關係人一連串價值共創的活動及協作,而品牌價值是利害關係人在經驗中感受到的使用價值的加總。過去已有許多文獻肯定價值共創為企業帶來顯著的效益,但實務界對於運用價值共創思維進行品牌行銷的具體作法仍在摸索階段,也鮮少研究談論到企業如何找到最有利的價值共創機會點。
本研究以深入訪談的方式了解臺灣本土企業A公司如何利用價值共創之策略思維經營品牌,運用Saarijärvi, Kannan, and Kuusela (2013)的價值共創實務架構,結合Payne, Storbacka, Frow, and Knox (2009)的品牌關係體驗之共創模型,分析A公司品牌價值共創的過程,進而針對Frow, Nenonen, Payne, and Storbacka (2015)的共創設計架構未臻完備的部份提供補強的建議。在學術領域利用此個案與品牌價值共創的相關理論進行實證;在實務界則提供企業品牌經營的新視角,將利害關係人納入行銷策略的考量,提供具體的方式設計共創機制,創造一加一大於二的品牌價值
隨著消費趨勢改變,消費者的角色在商業活動中從被動轉為主動,企業不再是價值創造過程中唯一的創造者,任何與企業有互動關係的利害關係人,都可能成為價值共創者。根據服務主導邏輯的行銷觀點,商品本身只是傳遞服務的工具或媒介,使用價值(value-in-use)才是價值的本質。因此,經營「品牌」對企業而言顯得更加重要。
品牌管理的文獻從最早期探討如何創造差異化開始,隨著「服務」在經濟環境的重要性逐漸攀升,如今也有了新的詮釋:品牌經營是企業與利害關係人一連串價值共創的活動及協作,而品牌價值是利害關係人在經驗中感受到的使用價值的加總。過去已有許多文獻肯定價值共創為企業帶來顯著的效益,但實務界對於運用價值共創思維進行品牌行銷的具體作法仍在摸索階段,也鮮少研究談論到企業如何找到最有利的價值共創機會點。
本研究以深入訪談的方式了解臺灣本土企業A公司如何利用價值共創之策略思維經營品牌,運用Saarijärvi, Kannan, and Kuusela (2013)的價值共創實務架構,結合Payne, Storbacka, Frow, and Knox (2009)的品牌關係體驗之共創模型,分析A公司品牌價值共創的過程,進而針對Frow, Nenonen, Payne, and Storbacka (2015)的共創設計架構未臻完備的部份提供補強的建議。在學術領域利用此個案與品牌價值共創的相關理論進行實證;在實務界則提供企業品牌經營的新視角,將利害關係人納入行銷策略的考量,提供具體的方式設計共創機制,創造一加一大於二的品牌價值。
英文摘要 Existing research proposed a number of approaches to value co-creation, however there is few research combined the theoretical framework with Taiwan’s company. This paper investigates how a Taiwan’s food manufacturing company successfully build up brand equity by co-creating with shareholders. This study attempts to identify a concrete process to find the most advantageous value co-creation opportunities in brand management. In this article, we can see lots of interactions in the brand community and unexpected benefits that the company got. In the academic contribution, the empirical results explicated that brand management is a series of activities and coordination between enterprises and stakeholders. The brand equity is the sum of stakeholders’ value-in-use from brand experience. From a practice perspective, a business-oriented analytical framework is strengthened and it makes the managers know the benefit of brand value co-createion, and it emphasizes the trend of relationship between firms and customers has changed from inverse to coordination.
論文目次 目錄
摘要 I
誌謝 V
目錄 VI
表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 5
第二章 文獻探討 7
第一節 價值共創與服務主導邏輯 7
第二節 品牌經營 19
第三節 價值共創觀點之品牌管理 24
第四節 小結 29
第三章 研究方法 30
第一節 研究方法與架構 30
第二節 研究設計 33
第三節 資料蒐集方法與分析 37
第四章 個案:P品牌價值共創之重返榮躍 40
第一節 共創成員介紹 41
第二節 第一道難題:杜絕食安風險 43
第三節 第二道難題:提升品牌形象,找回失去的客戶 51
第四節 第三道難題:如何開發全新品牌,以確保該市場的長期佈局 58
第五節 綜合分析 63
第五章 結論與建議 73
第一節 結論 73
第二節 研究貢獻 75
第三節 研究限制 77
第四節 未來研究方向 78
參考文獻 79

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