提升消費者價值之有效途徑的探討: 以手機產業為例

Effective way to enhance consumer value:The case of mobile phone industry

賴彥豪(Yen-Hao Lai)

指導教授 ： 陳澤義

國立臺北大學/商學院/國際企業研究所/碩士(2013年)

摘要

無資料

關鍵字

商業智慧 ； 策略規劃 ； 品牌形象 ； 品牌認同 ； 功能價值 ； 享樂價值

並列摘要

This study investigates the causal relationship among business intelligence, brand values, and consumer values. This causal relationship is crucial to mobile phone marketing activities because it can enhance the effectiveness and the value of the consumer experience. Taiwan has become a global technology center, because numerous brands have their mobile phones manufactured in Taiwan. However, production orientation has limited the development of Taiwan's mobile phone industry. Recently, brand orientation has played a critical role in the mobile phone industry; therefore, it is crucial to develop effective methods for promoting the mobile phone industry.
This study also develops conceptual framework comprising business intelligence, strategic planning, brand image, brand identity, utilitarian value and hedonic value, and addresses causal relationship to highlight their corresponding relationship attributes

並列關鍵字

Business Intelligence ； Strategic Planning ； Brand Image ； Brand Identity ； Utilitarian Value ； Hedonic Value

參考文獻

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