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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/75399


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    Title: 消費者價值共創之研究－以平價精品品牌為例
    Customer Value Co-creation －An Exploratory Study on Affordable Luxury Brands
    Authors: 黃致嘉
    Contributors: 張愛華
    黃致嘉
    Keywords: 價值共創
    平價精品品牌
    顧客價值
    value co-creation
    affordable luxury
    customer value
    Date: 2014
    Issue Date: 2015-06-01 11:00:58 (UTC+8)
    Abstract: 本研究探討在價值共創的時代中，快速成長的平價精品品牌如何與消費者共創價值。本研究運用Prahalad（2004）等學者所提倡的價值共創四基石，結合四種精品顧客價值為架構，以平價精品消費者為對象，進行深度訪談，探討以下兩大主題：第一，平價精品品牌與消費者價值共創的過程具有哪些特性；第二，價值共創的過程中，對消費者產生了哪些價值。研究結果如下：
    一、平價精品品牌如何與消費者共創價值
    1. 平價精品品牌扮演促進者的角色；消費者扮演著積極主動投入的角色，將自己身上不同的特質及其個人的需求投入於價值共創的過程。
    2. 每一個共創經驗都是不同的價值共創元素－DART，包括溝通（Dialogue）、取用（Access）、風險評估（Risk assessment）和透明（Transparency）的組合，難以將單一元素切割出來。
    3. 平價精品品牌價值共創過程具有網絡性。
    4. 共創過程提供顧客用錢買不到的獨特經驗，讓消費者取用上流社會的生活型態。
    5. 平價精品品牌第一線的服務人員與消費者的互動，是消費者個人化共創經驗重要的環節。
    6. 價值共創的過程圍繞企業與顧客均感興趣的主題。
    二、 價值共創對消費者產生的顧客價值
    平價精品消費者的共創經驗，對他們產生的顧客價值以「享樂價值」與「象徵性價值」為主。
    This research looks into how managers of affordable luxury brands can facilitate the opportunities of value co-creation with their consumers. Utilizing the four building blocks of co-creation and four customer values proposed by previous scholars as the framework, this research conducted in-depth interviews with affordable luxury consumers to understand how affordable luxury brands and its consumers co-create value and the types of customer value delivered through value co-creation. Research results are as below:
    1. How affordable luxury brands and its consumers co-create value
    (1) Affordable luxury brands marketers play the roles of promotors, while consumers actively engage in value co-creation with their own different traits and needs personalizing their experiences.
    (2) Every value co-creation experience encompasses different combinations of the four building blocks of value co-creation, DART (dialogue, access, risk assessment, transparency) and it is difficult to break down any process of co-creation with any single building block.
    (3) The networked nature of value co-creation for affordable luxury brands were evident.
    (4) The process of co-creation provides consumers unique personalized experiences that cannot be bought with sheer money and also allows consumers to access the lifestyle of the upper class.
    (5) The Interaction between consumers and affordable luxury store staffs plays an important part in providing personalized co-creation experiences for consumers.
    (6) The process of value co-creation evolves around subjects that both the brand and customers are interested in.
    2. Types of customer value delivered through value co-creation
    Customer values delivered through co-creation are mainly hedonic value and symbolic value.
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    Description: 碩士
    國立政治大學
    企業管理研究所
    102363032
    103
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1023630321
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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