Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/155959
|
| Title: | 精品VIP會員經營之策略行銷分析 — 以Ｍ公司為例
Strategic Marketing Analysis of Luxury Brand VIP Membership Management – A Case of M Company |
| Authors: | 王意雯
Wang, Yi-Wen |
| Contributors: | 巫立宇
王俊如
王意雯
Wang, Yi-Wen |
| Keywords: | 精品集團
品牌
VIP 會員經營
策略行銷分析
4C
Luxury Groups
Brands
VIP Membership Management
Strategic Marketing Analysis
4C |
| Date: | 2024 |
| Issue Date: | 2025-03-03 13:59:37 (UTC+8) |
| Abstract: | 當前，雖受到疫情導致經濟不景氣，但全球精品市場卻持續擴展，其中高端消費者展現出強大的購買力，推動了精品行業的快速發展。精品品牌紛紛致力於為其 VIP 會員提供尊榮的服務體驗，旨在滿足並超越他們對奢華生活方式的期待與需求，以提高他們對品牌的忠誠度。
本研究首先詳細介紹「精品」的定義，解析其在精品市場中的地位和重要性。隨後，本研究分析整個精品集團目前的版圖和既有資源，從事業部、品牌組合到資源整合策略，全面展示集團的現況和優勢。接下來，本研究深入探討品牌的營運模式，揭示其在市場通路、品牌管理和針對 VIP 客戶服務等方面的策略和實踐。
透過策略 4C 架構，本研究對精品品牌的 VIP 會員經營策略進行深入分析，特別關注買者外顯單位效益成本 (C1)、買者資訊搜集成本 (C2)、買者道德危機成本 (C3) 和買者專屬陷入成本 (C4) 的具體應用和實踐方法。
本研究發現，M精品品牌針對VIP會員，在降低買者外顯單位效益成本方面，致力於提供高品質的產品，包括釀酒技術和產品設計的精髓，同時推出限量商品以提升產品地位。在降低買者資訊搜集成本方面，透過業務人員的人際網絡和異業合作積極開拓客戶，並利用電子報和社群媒體提供產品資訊和活動消息，加強品牌認知和客戶互動。在應對買者道德危機成本方面，舉辦各種線下活動，讓客戶全面了解產品特點和價值，同時與客戶保持穩定聯繫，提供超乎預期的服務，確保尊榮的服務體驗。在應對買者專屬陷入成本方面，公司推出了限量商品，如生肖系列，滿足收藏需求，強化品牌特定風格；要求客戶達到一定購買歷程才能享受頂級增值服務。
Despite the economic downturn caused by the pandemic, the global luxury market continues to expand. High-end consumers demonstrate strong purchasing power, driving the rapid development of the luxury industry. Luxury brands are dedicated to providing their VIP members with exclusive service experiences, aiming to meet and exceed their expectations and needs for a luxurious lifestyle, thereby enhancing their brand loyalty.
This study introduces the definition of "luxury" and its significance in the luxury market. It analyzes the current landscape and existing resources of the luxury group, from business divisions and brand portfolios to resource integration strategies, showcasing the group's status and advantages. The study examines operational models of luxury brands, revealing strategies in market channels, brand management, and VIP customer service.
Through the 4C strategy framework, this research analyzes luxury brands' VIP membership management strategies, focusing on buyer's explicit unit benefit cost (C1), buyer's information collection cost (C2), buyer's moral hazard cost (C3), and buyer's exclusive sunk cost (C4). The M luxury brand, for instance, reduces explicit unit benefit costs by providing high-quality products and limited editions, enhances brand awareness and customer interaction through newsletters and social media, and organizes offline events to address buyer's moral hazard cost.
To manage buyer's exclusive sunk cost, the company launches limited edition items, such as the Zodiac series, meeting collectors' needs and reinforcing the brand's unique style. Customers are required to achieve a certain purchase history to enjoy top-tier value-added services. By addressing these costs, luxury brands can enhance their VIP members' loyalty and satisfaction, driving sustainable growth in the luxury market. |
| Reference: | 巫立宇、邱志聖（2021）。銷售與顧客關係管理修訂版。新陸出版社。
邱志聖 （2020）。策略行銷分析：架構與實務應用（5版）。元照出版社
維帝格, 馬., 薩默洛克, 費., 拜爾, 菲., & 亞柏斯, 馬. (2015)。
新精品行銷時代: Rethinking Luxury: How to Market Exclusive Products and Services in an Ever-Changing Environment (林淑鈴, 譯)。商業周刊。
石靈慧（2015）。名牌學.V1。藍萊姆藝科出版社
Baxter, R. K. (2015). The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue. McGraw-Hill Education.
Godłów-Legiędź, J. (2009). The Coase theorem and idea of transaction costs - their significance for the development of economics. Comparative Economic Research. Central and Eastern Europe, 12(4), 61-76. Łódź University Press.
Harwood, T., & Garry, T. (2015). An investigation into membership schemes: customer commitment and value.
Kim, D., Lee, S.-y., Bu, K., & Lee, S. (2009). Do VIP programs always work well? The moderating role of loyalty. Psychology & Marketing, 26(7), 590-609. https://doi.org/10.1002/mar.20290
Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century.
Madhani, P. M. (2023). Transaction cost theory.
Reinartz, W., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration.
Schilirò, D. (2018). Economic decisions and Simon's notion of bounded rationality. International Business Research, 11(7), 64-75.
Stanford Graduate School of Business. (2017). The Power of the Subscription Model. Membership Geeks. Benefits of Membership Economy.
Williamson, O. E. (1979). Transaction-cost economics: The governance of contractual relations. Journal of Law and Economics, 22, 233–261.
LVMH. (2024). Financial documents: Annual Report 2023.
Hermes. (2024). Outstanding sales and results in 2023.
IWSR. (2024). IWSR report 2023 – Taiwan
IWSR. (2024). IWSR-Global-Wine-Trends-Executive-Summary-2024. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363024 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363024 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 302401.pdf | | 6565Kb | Adobe PDF | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
