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| Title: | 4C行銷分析以三星NOTE 7手機意外為例
4C MARKETING ANALYSIS TAKES SAMSUNG NOTE 7 MOBILE PHONE ACCIDENT AS AN EXAMPLE |
| Authors: | 陳常偉
Chen, Chang-Wei |
| Contributors: | 巫立宇
陳常偉
Chen, Chang-Wei |
| Keywords: | 策略行銷 4C 分析
交易成本
4P行銷策略
Strategic marketing 4C analysis
Transaction cost
Marketing 4P |
| Date: | 2023 |
| Issue Date: | 2023-12-01 10:43:48 (UTC+8) |
| Abstract: | 於現今時代，手機已是全球社會每一個人必備的日常用品之一，而在手機市場歷史中，三星集團推出之Galaxy Note 7手機出現的手機爆炸案，造成了三星品牌極大的負面影響。而作為交易成本理論觀點的策略行銷4C架構，適合分析行銷方式，因此，本研究為了解三星與消費者未來需支付的各類成本，故用策略行銷4C架構進行個案的分析。研究結果:一、C1-外顯單位效益成本:三星為提升競爭力與市場佔有率，減少許多時間成本，反而導致爆炸事件的產生，而使得災害成本損失無法預估。二、C2-資訊搜尋成本: 爆炸案後，三星面對各方的抨擊與批評，且事後處理時三星與消費者間並無法達到訊息對等的位置，進而影響消費者之權益，提升資訊搜尋之交易成本。三、C3-道德危機成本:三星雖即時的提供許多彌補的策略，但卻仍未消彌Galaxy Note 7爆炸的情形，使消費者對三星的信任感始終無法改善，讓消費者再也無法信任賣方的產品及服務。四、C4-專屬陷入成本:在三星此次事件的發生後，對三星的用戶而言，原本擁有高價值的專屬資產，當該爆炸事件導致交易關係受損時，買方原先在專屬相關資產投入之成本隨即不再擁有其既定的價值，是故，買方在自我的權益受到影響時，為了維持手中專屬資產的價值，只能被迫妥協並持續的與賣方維持原先之交易關係。
In today's era, mobile phones have become one of the daily necessities for everyone in the global society. In the history of the mobile phone market, the explosion of the Galaxy Note 7 mobile phone launched by Samsung Group has caused a great negative impact on the Samsung brand. The 4C framework of strategic marketing, which is a theoretical point of view of transaction costs, is suitable for analyzing marketing methods. Therefore, in order to understand the various costs that Samsung and consumers will have to pay in the future, this study uses the 4C framework of strategic marketing for case analysis. Research results: 1. C1-explicit unit benefit cost: In order to enhance competitiveness and market share, Samsung reduced a lot of time costs, which instead led to explosions, making disaster cost losses unpredictable. 2. C2-Information search cost: After the bombing, Samsung faced attacks and criticisms from various parties, and Samsung and consumers could not achieve information equality when dealing with the incident, which in turn affected the rights and interests of consumers and improved information search transaction costs. 3. C3-Cost of Moral Crisis: Although Samsung immediately provided many remedial strategies, it has not eliminated the explosion of the Galaxy Note 7, so that consumers' trust in Samsung has never been improved, and consumers can no longer trust Seller's products and services. 4. C4-Exclusive falling into cost: After the Samsung incident, Samsung users originally owned high-value exclusive assets. It will become worthless, so in order to retain the value of these exclusive assets, the buyer has to continue to maintain a transaction relationship with the seller. |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932045 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107932045 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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