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系統識別號 U0026-3008201414150700
論文名稱(中文) 以服務主導邏輯探討文創產業中消費者的價值共創- 以廣富號和皇尚企業為例
論文名稱(英文) Exploring the Value Co-Creation with Consumer in Cultural and Creative Industry from Service-Dominant Logic Perspective: The Cases of GuangFuHao and Hwang Sun Enterprise
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 103
學期 1
出版年 103
研究生(中文) 邱湘茹
研究生(英文) Hsiang-Ju Chiu
學號 R46011329
學位類別 碩士
語文別 中文
論文頁數 63頁
口試委員 指導教授-周信輝
口試委員-方世杰
口試委員-李慶芳
中文關鍵字 服務主導邏輯  文創產業  價值共創  體驗行銷 
英文關鍵字 service-dominant logic  cultural and creative industry  value co-creation  experiential marketing 
學科別分類
中文摘要 文創產業為目前全球積極發展也是未來開創新經濟型態之重點產業,台灣政府也從2002年的「挑戰2008」開始投入資源扶植,而文創產業從設計發想到最終的價值評斷,消費者都占有舉足輕重之地位,因此本研究著重在從消費者觀點出發,端看企業的期待與作法和消費者的感受認知是否符合。
本研究將以服務主導邏輯探討個案企業和消費者互動共創價值的方式和過程,再利用Schmitt的策略體驗模組做為個案企業與消費者互動所共創的價值之分類依據與基礎,並依據文創產業特性或個案本身實際情況再做類別的擴充或內涵的修改,以利真實情境的討論。
英文摘要 This thesis explores the value co-creation with consumer from service-dominant logic perspective, and uses the strategic experiential modules become the foundation of value valuation. It aims cultural and creative industry to realize what the consumers focus on and their opinions. Because in this industry they have decisive position from design, executive and value valuation.
By using case study to discuss about the consistency between enterprise strategy and consumer perception. Find the importance of consumers’ use value, and the real value comes from sentimental identification which was derived from brand story, atmosphere experience, interaction, etc.
論文目次 中文摘要 I
Extend Abstract II
誌謝 V
目錄 VI
表目錄 IX
圖目錄 X
第壹章 緒論 1
第一節 研究背景 1
壹.文化創意產業介紹 1
貳.台灣文創發展概況 3
第二節 研究動機 8
第貳章 文獻探討 10
第一節 服務主導邏輯 10
壹.服務主導邏輯之源起發展 10
貳.服務主導邏輯與產品主導邏輯 12
參.服務主導邏輯之後續演進 14
第二節 體驗經濟 15
壹.超越產品和服務 16
貳.經濟價值的遞進 19
第三節 體驗行銷 21
壹.體驗行銷的特性 21
貳.策略體驗模組 23
參.體驗媒介 24
第參章 研究方法 27
第一節 研究流程與架構 27
第二節 個案研究法 28
第三節 研究對象介紹 29
壹.皇尚企業 29
貳.廣富號 31
第四節 資料收集方法 33
壹.初級資料 33
貳.次級資料 34
第肆章 個案分析 36
第一節 皇尚企業個案 36
壹.景點一:夕遊出張所 36
貳.景點二:夕遊鹽樂活村 44
第二節 廣富號個案 51
壹.企業策略 51
貳.消費者觀點 55
參.小結 56
第伍章 結論與建議 58
第一節 研究結論 58
第二節 研究貢獻 59
第三節 研究限制與未來研究建議 60
壹.研究限制 60
貳.未來研究建議 60
參考文獻 61
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