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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/94665


    Title: 客製化服務業之品牌管理
    Authors: 陳妍伶
    Contributors: 陳建維
    陳妍伶
    Keywords: 客製化
    服務業行銷
    一對一行銷
    知覺服務品質
    品牌權益
    Date: 2009
    Issue Date: 2016-05-09 11:26:33 (UTC+8)
    Abstract: 台灣職場近年出現許多熱門新興行業，如芳療師、禮儀師、婚禮顧問與健身教練等。這些行業的特色是服務提供者必須針對消費者的需求而改變服務內容。因此，此類別的產業如何操作客製化便成為主要的研究動機。
    本研究以台灣婚禮顧問公司為研究對象，以客製化的方式為主軸，參考學者文獻，並配合此產業的特性，發展出本論文的研究架構。本論文透過次級資料的分析以及個案訪談的方式，訪問三間不同性質的婚禮顧問公司，探討其客製化的模式以及該模式對其個案商業模式的影響。

    本研究結論發現如下:
    台灣婚禮顧問業還在快速發展中，因此並未形成固定的形式，雖然都統稱婚禮顧問，但不同的個案服務內容差異甚大。然而客製化程度不同的婚禮顧問能滿足對客製化需求不同的新人，因此在市場上提供多元化的客製化方式是有其必要性。
    由個案可以整理出客製化服務業的品牌定位會影響市場區隔的選擇，而目標市場不同會影響客製化的程度與方式，客製化的選擇則會影響組織內、外部行銷的形式與提供服務項目的內容，而服務項目的內容則會影響事後行銷的重要性。客製化服務業可以依照此順序發展出合適的商業模式。未來發展則會朝一站式服務邁進。而本研究發現適用於一生只會購買一次的客製化服務業。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    95351049
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095351049
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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