簡易檢索 / 詳目顯示

回結果列表
研究生： 張廷暘
Chang, Ting-Yang
論文名稱： 全通路整合的顧客體驗分析 ：以Amazon、Nike與Ｐ公司之為例
Customer Experience Journey under Omnichannel Integration: Case Study of Amazon, Nike and P company
指導教授： 林哲群
Lin, Che-Chun
口試委員: 張焯然
Chang, Jow-Ran
楊屯山
Yang, Twan-Shan
蔡錦堂
Tsay, Jiin-Tarng
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 59
中文關鍵詞： 全通路 、顧客消費旅程 、顧客體驗 、行銷工具
外文關鍵詞： Omnichannel, customer purchasing journey, customer experience, marketing tools
相關次數： 點閱：14  下載：0 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  •  上一筆

    • N/A

    Abstract

    As customer-oriented cogitation trend in modern world. Company and customer both value on their experience of different products. In company side, they focus on improve customer loyalty to increase revenue. Technology will helps them to build up a database for collecting customers’ information and formulate new customer services. From customers’ side, they believe only enforcement of interactive service connected to product will stronger curiosity of new product and brand identity. Moreover, customization will be another attraction to detent customer purchase in the physical store.

    Table Of Content 1. Research Background 7 1.1 Characteristic of Traditional Company: Start from OEM 7 1.2 Globalization: Transformation of resource and capability 7 1.3 Transformation of Channel: Physical Store, E-commerce, Offline verse Online 8 1.4 Research Structure 11 2. Literature Review 12 2.1 Resource and Capability form Competitive Advantage 12 2.2 Competitive Advantage and Customer Experience 15 2.3 Channel and Customer Touch Point 16 2.4 Marketing tools and Customer Purchasing Journey 18 3. Research Method and Structure 21 3.1 Research Aim 21 3.2 Research Method 21 3.2.1 Case Study Analysis 21 3.3 Research Subject 23 3.4 Research Structure 23 4. Case study and analyze 26 4.1 Amazon 26 4.1.1 Current Status and Performance 26 4.1.2 Omnichannel Path: Online to Offline 26 4.1.3 Customer Experience and Logistic 28 4.1.3 Zappo Shoe Brand 32 4.2 Nike 34 4.2.1 Current Status and Performance of Nike 34 4.2.2 Omnichannel Path: Offline to online 35 4.2.3 Customer Experience and Logistic 38 4.3 BONOBOS 39 4.3.1 Current Status and Performance 39 4.3.2 Omnichannel Path: Offline and online 39 4.3.3 Customer Experience and Logistic 40 5. Gap of customer purchasing journey Analysis 41 5.1 Persona Application 41 5.2 Questionnaire design 41 5.3 Questionnaire result 42 6. Conclusion and Suggestion 45 Reference 46 Appendix 50

    Reference
    Chinese Version:
    1. 賴旺聲(2011)，台灣代工產業全球競爭力之探討: 以電子產業為例, 國立中正大學管理學院。
    2. 楊媛祺(2012)影響台灣代工廠商轉型自有品牌業務之因素探討 -策略性人力資源管理觀點，國立中正大學企業管理研究所。

    3. 劉柳樺(2012)，“傳統製造業跨領域經營通路品牌之治理與動態能力研究─以寶成集團零批事業群為例”, 國立中央大學。
    4. 黃國泰(2018)，以動態能力觀點探討組織創新歷程，亞洲大學。

    5. 蔡美娟(2018/10/5)，主要國家零售業電子商務發展概況，產業經濟統計簡訊《321》, 經濟部,取自https://www.moea.gov.tw/MNS/DOS/bulletin/wHandBulletin_File.ashx?file_id... 。
    6. 彭思遠(2019),台灣要跟上「新零售」浪潮，台經月刊1月號/2019第42卷第1期。

    7. 賴炎飛(2017)，動態環境對策略轉型及組織變革之影響：動態能力之調節效果，東海大學。

    8. 民國 102 年批發、零售及餐飲業經營實況調查報告 (Trade and Food Services Operations Surveys, 2015),經濟部統計處。

    9. 民國 104 年批發、零售及餐飲業經營實況調查報告 (Trade and Food Services Operations Surveys, 2015),經濟部統計處。

    10. 民國 105 年批發、零售及餐飲業經營實況調查報告 (Trade and Food Services Operations Surveys, 2015),經濟部統計處。

    11. 民國 106 年批發、零售及餐飲業經營實況調查報告 (Trade and Food Services Operations Surveys, 2015),經濟部統計處。

    12. 李俊雄(2013)，台灣代工製造廠商轉型策略之雙元性研究 -順德工業個案研究, 逢甲大學 。

    13. 別蓮蒂 Lien-Ti Bei(2017),O型消費來了，創造接觸點帶動銷售,2017年8月號(鏈結區塊鏈金脈)，Harvard Business Review。

    14. 戴國良(2016) ，圖解通路管理，台灣，五南圖書出版。

    15. 奧谷孝司, 岩井琢磨(Takashi Okutani and Takuma Iwai)(2019) ，為什麼亞馬遜要開實體商店？： 3個關鍵架構，掌握全通路時代的下一階段戰略，台灣，時報出版。

    16. 黃琛晰(2018),台灣新創服飾品牌於電商與實體通路整合行銷之研究 —以A個案公司為例, 臺灣大學臺大-復旦EMBA境外專班學位論文。 

    English Version

    1. Passaris, C. E. (2006). The Business of Globalization and the Globalization of Business. Journal of Comparative International Management, 9(1).

    2. Michael E. Porter(1985), Competitive Advanatge, Creating and Sustaining Superior Performance, Maxwell Macmillan Canada TORONTO
    3. Birger Wernerfelt (Apr. - Jun., 1984) A Resource-Based View of the Firm, Strategic Management Journal, Vol. 5, No. 2., p. 171-180
    4. Jay Barney(1991), Firm Resources and Sustained Competitive Advantage, Journal of Management, Vol17, No.1, p99-120
    5. Richardo D’Aveni, Rajaram Veliyath (January 1996), Hypercompetition: Manage the dynamic of strategic maneuvering, The Academy of Management Review, 21(1):291
    6. David J. Teece; Gary Pisano; (Aug., 1997) Amy Shuen Dynamic Capabilities and Strategic Management, Strategic Management Journal, Vol. 18, No. 7., p. 509-533
    7. Rita Gunther McGrath(2013), The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business, Harvard Business School Pr
    8. C. K. Prahalad; G. Hamel(May–June 1990), The Core Competence of the Corporation, Harvard Business Review, pp 275-292
    9. Robert M(Jul. - Aug., 1996). Grant Prospering in dynamically-competitive environments: Organizational capability as knowledge integration, , Organization Science, Vol. 7, No. 4, pp. 375-387
    10. B. Joseph Pine II;James H Gilmore ( July–August 1998), Welcome to the Experience Economy, Harvard Business Review

    11. Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan(2016), Marketing 4.0: Moving from Traditional to Digital, John Wiley & Sons Inc

    12. Liana Victorino, Rohit Verm, Rohit VermGerhard Plaschka , Chekitan S. Dev Ph.D(2005), Service Innovation and Customer Choices in the Hospitality Industry, School of Hotel Administration Scholarly Commons

    13. Bobbito Garcia(2006), Where'd You Get Those?: New York City's Sneaker Culture: 1960-1987, America, Testify Books
    14. Jonathan Grudin, John Pruitt(2002), Personas, Participatory Design and Product Development: An Infrastructure for Engagement, Microsoft Research; Microsoft Corporation
    15. The End of Competitive Advantage. (2014, July 23). Retrieved from https://hbr.org/2013/08/the-end-of-competitive-advanta

    16. Yumi Hisanabe(2009), Persona Marketing for Fujitsu Kids Site, Fujitsu scientific & technical journal 45(2), Fujitsu Global

    17. Caballero L., Moreno A.M., Seffah A. (2014) Persona as a Tool to Involving Human in Agile Methods: Contributions from HCI and Marketing. In: Sauer S., Bogdan C., Forbrig P., Bernhaupt R., Winckler M. (eds) Human-Centered Software Engineering. HCSE 2014. Lecture Notes in Computer Science, vol 8742. Springer, Berlin, Heidelberg

    18. H. Russell Bernard (2006),Research Methods in Anthropology (Fourth Edition):Qualitative and Quantitative Approaches, ROWMAN & LITTLEFIELD PUBLISHERS, INC. Lanham • New York • Toronto • Oxford

    19. Robert E. Stake(1995), The Art of Case Study, SAGE Publication, Thousand Oaks, London, New Delhi

    20. Robert K. Yin(2012)Application of Case Study Research(Third Edition), SAGE Publication, Los Angeles, London, New Delhi, Singapore, Washington DC

    21. Omni-Channel vs Multi-Channel: What is the Difference and Why Does It Matter? (n.d.). Retrieved from https://www.shopify.com/enterprise/omni-channel-vs-multi-channel

    22. The Differences Between Multichannel & Omnichannel Marketing. (2019, July 02). Retrieved from https://www.emarsys.com/resources/blog/multi-channel-marketing-omnichannel/

    23. Cudjoe Dan, Electronic Commerce: State-of-the-Art, American Journal of Intelligent Systems, Vol. 4 No. 4, 2014, pp. 135-141. doi: 10.5923/j.ajis.20140404.02.

    24. Daniel, E., Wilson, H., & Myers, A. (2002). Adoption of E-Commerce by SMEs in the UK: Towards a Stage Model. International Small Business Journal, 20(3), 253–270. https://doi.org/10.1177/0266242602203002

    QR CODE