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    Title: 頂級化妝品之購後行為管理-以台灣LG生活健康公司為例
    Post-sale strategic management - the elements specific to a high-end cosmetics product "Whoo"
    Authors: 陳子儀
    Chen, Tzu I
    Contributors: 郭炳伸
    Kuo, Biing Shen
    陳子儀
    Chen, Tzu I
    Keywords: 化妝品
    購後行為管理
    Date: 2017
    Issue Date: 2017-07-24 12:06:41 (UTC+8)
    Abstract: 很多人認為化妝品賣的就是商品,也認為,商品售出後就是服務的結束,其實不然,本研究看法化妝品銷售的不單是商品,而是商品使用後的「效果」,但該效果需要有消費者的參與才能顯現,因此,整個化妝品的商品組合應為「商品+售後服務+消費者參與」,所以銷售後,才是服務的開始,並不是結束。

    然而,消費者有沒有感覺到買對了商品?是否滿足了?品質要求的標準是來自消費者的心理預期,但消費者參與程度又偏偏高度影響著效果,所以商品服務品質的展現若部份取決於消費者,那麼品牌商如何控管自家商品品質能有理想的呈現呢?因此,針對消費者購買後不同的心理特徵,善用管理使其良好的參與環節,讓顧客達到心理對商品期待的知覺價值最佳化,協助顧客得到滿意的效果,贏得顧客購買後滿意,才能與品牌間發展出綿密的關係,在本研究中稱為「購後行為管理」。

    再者,頂級品牌由於價位高,強調成份及品質的獨特,往往更容易影響認知,會在購後有高度預期而產生知覺品質落差,必須更謹慎防止購後失調,避免行銷資源浪費,本文將探討新進市場的頂級品牌,如何運用「購後行為管理」為競爭方案,以提升顧客滿意為宗旨,在有限的資源下,與大集團強勢固守的百貨市場疆界中力爭席次的策略。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    104932031
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104932031
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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