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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:	[Executive Master of Business Administration] Theses

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