- 學位論文
講師口碑對於企業購買訓練服務決策影響之研究
A Study on the Influence of Business Buying Training Service Decisions in Trainers’ Personal Word of Mouth
摘要
21世紀是講究品牌致勝的時代，近年來由於社交網路以及人際關係的迅速興起，大幅提升了品牌傳遞的速度。再者，口碑也會透過人際網路的溝通型態多元化，隨之快速且多元的傳遞在每個人的人際網絡中。多數學者藉由品牌的研究發現許多研究成果，進而延伸至品牌定位與個人品牌效益，本研究將針對個人品牌與個人口碑，如何影響企業購買決策的模式，進行深入分析與探討，此一研究方向，實屬刻不容緩。 企業講師對於企業的發展進程，有著不容抹滅的貢獻。他們長期的協助企業、輔導企業轉型、開發產品、提升管理技能、強化員工活力、深化企業品牌價值、厚植企業核心價值的導入、以及幫助企業員工學習各種知識與技能，他們的價值已不容忽視。但是，講師的水準良莠不齊，亦缺乏一種有效的評核標準來評斷他們的教學與授課成效；因此，企業在舉辦教育訓練時，會透過私人、公開的訊息或是人際網絡，取得該講師的市場口碑資料，進而在選擇企業講師服務的時候，會受到其收集口碑的影響，而對企業購買教育訓練服務的決策流程產生影響，本研究觀察到此一現象，期待透過此一研究，找出關聯性與影響，並透過P2B 模式的建立，讓好的個人品牌或是服務，進入企業界，也讓企業的獲利能透過此一服務提升或改善。 本研究採用個案訪談法，共收集國內八家大型上市櫃公司的訓練單位承辦人或是決策者，以個案整理及研究的方法，找出講師個人品牌與口碑影響企業購買決策的因子，實證及訪談的結論顯示，講師個人品牌與口碑對於企業購買訓練服務時，有著顯著的影響。
並列摘要
The 21th century is brand-dominative age. Lately, the rapid risings of social network and human relationships speed up brand diffusion widely. Furthermore, the marketing of word of mouth would transit through everyone’s human network quickly, because of diversifying communication types. Many scholars enlarge their brand researches to brand positioning and personal brand effects. This study is so important that without hesitation, aimed to manage personal brand and word-of-mouth, get it into influence business purchasing decisions process. Business trainers contribute their efforts to enterprise developing process. Their merits cannot be ignored for they assist enterprise in transformation, developing products, enhancing management skills, enforcing employees’ vitality cultivating enterprise value, leading in enterprise core value and help employees learning many kinds of knowledge and skills. But the degrees of trainers are uneven. No effective criterion could evaluate their teachings. Therefore, enterprises will collect the trainer’s word of mouth data through private, public communications or human networks while planning to initial educational trainings. And it also affects business purchasing decisions process while choosing business trainer’s services. This study observes the phenomenon, and anticipates find out the contingency and influence . By establishing P2B model, then make personal brand to be another management model. Let good personal brand enhance enterprises profits through this training service. This study interviews eight huge public traded companies’ training Dept. undertakers or decision-makers, finds out the factors of trainer’s people brand and word of mouth how to influence business purchasing decisions process. The conclusion shows that trainers’ personal brand and public praise influence enterprise training purchasing decisions process remarkably.