服務創新與品牌權益之相關研究-以東京著衣為例

當今服務業佔國內生產毛額比重約達 70%，服務業雇用員工數額遠高於農業和製造業；各種企業經營都越發倚重基於服務的商業運作。消費者日漸重視服務品質，各業者提供的創新服務更成了選購關鍵。品牌可視為支持組織在競爭歷程中重要能力之一，為組織內極重要的無形資產，近來我國經濟部大力推動品牌發展計劃，由此可見品牌權益在現下商業環境中的重要地位。隨網路消費快速興起，國內業者無不利用新通路提供商品、服務及更多元的銷售平台，因此本研以國內網路拍賣天后品牌「東京著衣」為研究對象，就其公司之創新能力、服務創新、品牌化策略三個面向，歸納出東京著衣品牌權益來源及各面向間關係，以及服務創新與品牌權益之間的相關性。研究結果顯示： 1. 東京著衣服務創新內容如下： 1) 顧客關係創新：0800免付費客服專線 2) 金流創新：提供線上刷卡服務 3) 物流及金流同步創新：宅急便寄貨及超商取貨 4)資訊流創新：自創訂單系統 5) 物流創新：選購後七天內收到商品 2. 由於東京著衣的創新能力較其他網路購物品牌來得強，其提供的創新服務也與其他網路購物品牌有所差異，表現優於其他同類產品品牌。 3. 服務創新為顧客及企業體本身帶來正面效果且有助增長企業品牌權益，例如：超商取貨服務、免付費服務專線、線上刷卡服務、快速到貨服務；服務創新對於品牌權益同樣會造成反面效果，例如：業者自訂訂單存貨系統。 4. 東京著衣的服務創新成效深植人心，其企業品牌化策略亦主打貼心服務。 5. 東京著衣提供優越化服務與其品牌權益呈現正向發展。

關鍵字

服務創新；品牌權益；東京著衣

並列摘要

The service sector comprises roughly 70 percent of the gross domestic product of developed nations and employs more people worldwide than either agriculture or manufacturing. Nowadays, all kinds of companies are more and more reliant on service-based business. Consumers to pay much attention on service quality, and Service Innovation become the most key point of consumers to pick and make purchase. “Brand” is one of the most ability of the competition process in the organization, and Brand is the most important intangible assets in the organization. We’ll know the Brand Equity is important from the Ministry of Economic Affairs, R.O.C. pushing the Branding plan in recently years. Almost traders provide product and service and more kinds of sales channel fellow up the internet envelop. The purpose of the study is research the relationship between Service Innovation and Brand Equity in case study on Tokyo Fashion. Though the Innovation ability and Service Innovation and Brand strategic to conclude the origin of Tokyo Fashion’s Brand Equity and relationship between of the three factors . The results of the study summarize as follows: 1. Tokyo Fashion’s service innovations as below: 1) Innovation of customer relationship: 0800 special line for customer and for free. 2) Innovation of finance flow: Customers may pay use credit card on line. 3) Innovation of finance flow and conveyance flow at the same time: Delivery the products by express and customers may get products at convenience store. 4) Innovation of information flow: Create the purchase system only for Tokyo Fashion. 5) Innovation of conveyance flow: Customers may receive products within 7 days after complete order process. 2. Tokyo Fashion has well ability of innovation more than other brands on the internet market and Tokyo Fashion provide Service Innovation better than other brands. 3. The increase of Service Innovation and Brand Equity, for example: customers may pick their product at convenience store and service line for free and pay with credit card on line and delivery the products with 24 hours. The negative influence of Service Innovation and Brand Equity, for example: the system made of trader and own their self. 4. Service Innovation to achieve remarkable success and Tokyo Fashion’s brand strategic is providing excellent services to customers. 5. The increase of provide excellent Service and Brand Equity in the organization of Tokyo Fashion.