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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/77548


    Title: 如何解決專屬資產雙面刃問題-以玩具遊戲產業為例
    Authors: 范姜千惠
    Contributors: 邱志聖
    范姜千惠
    Keywords: 專屬資產雙面刃
    資產專屬性
    專屬資產
    玩具遊戲產業
    Date: 2015
    Issue Date: 2015-08-17 14:06:43 (UTC+8)
    Abstract: 學者邱志聖(2014)在策略行銷4C理論中，提出買者專屬陷入成本對廠商來說有雙面刃的問題：廠商一方面希望顧客能夠投入更多專屬資產，讓顧客為了保有專屬資產價值而維持與廠商的交換關係，提升顧客行為忠誠度；但另一方面，若顧客在交換前已知覺專屬陷入成本很高，將降低顧客交換意願。

    而在過去文獻中對於此議題未有學術研究成果，因此本研究在四大類專屬資產當中選擇雙面刃問題較重要的產品相關、品牌相關專屬資產，利用歷史研究法，探討芭比(Barbie)、樂高(Lego)、PlayStation、神魔之塔此四個案公司最初如何讓顧客在交換前知覺到專屬陷入成本很低，以解決面臨的專屬資產雙面刃問題、增加顧客購買意願，讓廠商與顧客建立交換關係後可以讓顧客投入專屬資產。

    本研究最後歸納個案公司解決各專屬資產雙面刃問題的方法，針對遊戲玩具廠商提出解決雙面刃問題的管理建議：(1)特有使用知識專屬資產：不限制初學者使用方法、藉由行銷曝光提早瞭解使用知識、承襲先進者對顧客建立的使用知識；(2)特有軟硬體專屬資產：增加軟硬體擴充選擇性、贈送部分軟硬體專屬資產、鬆綁不同系列產品間的擴充規格；(3)心理層面認同專屬資產：將時代既有價值觀轉移至產品上、與其他品牌合作延伸其心理意義、將品牌活動包裝為一般性活動；(4)特有無形社會壓力專屬資產：以陌生朋友(遊戲其他玩家)代替現實朋友、遊戲須設計單人玩法且不限制遊戲人數。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    102351019
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102351019
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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