以顧客需求觀點，探討結合網路優勢提昇企業服務行銷策略之因素

The Study of Factors for Promoting Corporate Service Marketing Strategy with the Superiority of the Internet from the Perspective of Customer’s Requirements

林筱涵(Shao-Han Lin)

指導教授 ： 陳逸昌

長榮大學/資訊暨工程學院/資訊管理研究所/碩士(2009年)

摘要

本研究主要是以提升服務品質作為行銷策略組合的依據，利用網際網路無遠弗屆的特性，更運用網路優勢與既有行銷組合，將原有的行銷策略與網路特性結合創造出新式行銷手法。藉由導入品質機能展開(Quality Function Deployment，QFD)的技術有效提升服務品質和顧客滿意度，以確實的了解顧客的聲音，貼近消費者需求，並利用網路即時、互動等特點互補相乘出更能達到效果的行銷方式和組合，而提出更適用的新式行銷策略。預期最終研究目的為利用品管工具與網路特性結合服務行銷觀念的結合，加上科學的分析方法所得到的研究結果，提供經營者具體行銷策略的參考，以強化服務行銷的觀念來吸引更多潛在的消費族群，為顧客創造價值，提高顧客的忠誠度，落實以顧客導向為願景，讓企業在競爭激烈的環境下取得永續經營的價值，達到消費者及經營者雙贏的局面。

關鍵字

服務品質；品質機能展開；行銷策略

並列摘要

The purpose of this study is to enhance the service quality based on the combination of marketing strategies together with the superiority of the Internet. For this, we can strengthen the existing marketing combinations with the use of traditional marketing tactic and the technology of network to create a new method for marketing. The technique which makes use of the Quality Function Deployment (QFD) is effective for promoting service quality and customer satisfaction, as well as understanding the voice of the customers. With the real-time and interactive features of the Internet, we can multiply the effect and achieve better results by the technique of marketing mix which is applicable to the new marketing strategy. The studying combines both the quality control and the marketing concept together with the results of this research which are obtained from scientific analysis. The analytical method which pluses science gains of research result provides the reference of executive concrete marketing strategy, and enhances the idea of service marketing to attract more latent consumer groups. It can also creates the customer-value and raises the loyalty of customer, as well as carries out the vision with customer-orientation. With these results, the enterprises will obtain the value of everlasting management under the competitive environment of today’s business, and reach the win-win situation for both the customers and the business owners.

並列關鍵字

Service Quality；Quality Function Deployment；Marketing tactic

參考文獻

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