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    题名: 顧客價值導向服務創新之研究 – 以 L 公司為例
    Customer Value Oriented Service Innovation : A Case Study
    作者: 林秀鳳
    贡献者: 季延平
    林秀鳳
    关键词: 美髮產業
    顧客價值
    服務創新
    Hairdressing Industry
    Customer Value
    Service Innovation
    日期: 2015
    上传时间: 2015-09-01 16:15:38 (UTC+8)
    摘要: 隨著這幾年大環境趨勢的變動下，台灣美髮業的產業結構正逐漸轉變中。
    首先，民眾在美髮產業的消費型態正產生變化，未來的消費者只會愈來愈趨向
    兩種極端的消費模式，意即高單價與低單價的消費型態。這種現象對於採取以
    中價位為定價策略的店家而言，顯而易見地，將會是一大威脅。除此之外，在
    大環境變遷下，現代消費者對於服務品質的要求已愈來愈挑惕。因此，以服務
    為導向的美髮業正是處於一種服務競爭的時代，如何改善消費者服務體驗過程
    以提升消費者的感知是現在台灣美髮業者所需致力的方向。
    為因應上述大環境下所造成的美髮消費型態改變，本研究將選取現正以中
    間路線為發展策略的 L 美髮公司為研究個案。為能深入分析 L 美髮公司目前運
    行現況，並提供 L 公司改善方案以有效解決所面臨的顧客價值和服務創新之瓶
    頸，本文採用「個案研究法」進行研究探討。藉由「服務創新」與「顧客價值」
    文獻並結合 L 公司的經營現狀分析，以擬定出 L 公司基於顧客價值為導向的服
    務創新策略，重新挖掘其競爭優勢。
    透過本研究針對 L 美髮公司所處的產業環境分析與消費者間的價值落差分
    析後，本研究提出「建立個人化服務網站」以及「顧客關係管理系統」來解決
    現存的價值落差議題。前者可提供消費者「一對一的個人化服務」；後者利用
    資訊科技技術建構顧客關係管理系統，達到顧客及商情收集分析。藉由這兩項
    解決方案將可推動 L 公司美髮消費者的個人化服務，以提供差異化的服務提升
    顧客價值並達到滿足美髮消費者需求之效，而增進顧客滿意度與忠誠度，建立
    「以顧客為中心」的經營模式。
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    • 中文文獻
    楊路明、巫寧（2005）客戶關係管理理論與實務，北京：電子工業出版社。
    台灣連鎖店年鑑 （2012）社團法人台灣連鎖暨加盟協會，台北市。
    武永紅（2005）顧客價值驅動的服務產品設計研究，南開大學國際商學院。
    成海清（2006）基於顧客價值導向的戰略定位研究，天津大學。
    泥自銀（2007）面向顧客價值的市場管理資產與競爭優勢研究，南京理工大學。
    姜紅和曾鏘（2005）服務創新模式研究現狀與展望，浙江樹人大學學報：5（2）。
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    102932429
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0102932429
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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