增加價值 與 附加價值 的比較研究

當今世界充斥著快速變動競爭的商業戰場, 如何增加產品價值, 也就是說將原產品, 經由改造形成更有價值的產品過程, 因而為公司帶來更大利益。此論文探討增加價值與附加價值的涵義、重要的原因及公司如何增加產品價值, 又如何建立一家有附加價值的企業, 以上均影響公司的行銷活動、過程及獲利。增加價值的方法包括創新:改善現有程序、步驟、產品、服務、包裝等及協調配套: 價格、品質、數量、執行交易條件等。而附加價值包括品牌、包裝、分配通路等。此論文採用星巴克及壹咖啡兩個個案說明他們創造增加獨特的價值, 以及在產品交易期間, 獲得全球市場或在地市場的主要優勢。星巴克的企業主致力於增加價值及附加價值,造成星巴克的顧客覺得星巴克較有競爭力及優勢。同時, 依據歐尼爾(O’Neill) 提出的“建立附加價值的企業步驟” 來討論壹咖啡以立基行銷學成功建立他們的企業。然後, 針對星巴克及壹咖啡為主題做市調檢測: 包括消費者行為(人口統計、消費者生活習慣、消費者使用經驗、消費者滿意度等) 、增加價值、附加價值等, 市調結果顯示正向的產品價格。總結, 此論文說明了增加價值及附加價值的活動範圍, 提供給企業行銷方向及繁榮。

關鍵字

增加價值；附加價值；創新；協調配套；品牌；包裝；分配通路；立基行銷學

並列摘要

The volatile competitive business-battleground in today’s world how to add value is the process of changing or transforming a product from its original state to a more valuable state that is preferred to firms for more benefits. This study explores what added-value and value-added mean, why added-value and value-added are so important, and meanwhile how company might become involved in adding value to their products and how to build a value-added business, which effect firms’ marketing activities, processes and profits. The approaches of Added-value consist of innovation with improving existing processes, procedures, products, services, and package, and coordination with price, quality, quantity, and transactional terms of exchange. Also, the approaches of Value-added include brand, bundling package, and distribution channel. This essay introduces two cases of the Starbucks coffee company and the E-Coffee company to illustrate creating a particular value added and holds the main advantage of global markets or local markets in this transitional period of products. The Starbucks’ entrepreneur involved with added-value and value-added, which becomes more competitive and advantaged to their customers. Meanwhile, according to “Steps to establish a value-added business by O'Neill (1997)” discusses the E-Coffee who is successful to build their business with niche marketing. Then, using survey subjects' ratings are for Starbucks and E-Coffee by Consumer Behavior (w/ Demographics, Consumer Lifestyle, Usage Consumer Experience, Consumer Satisfaction), Value-added, and Added-value to show a positive product value. Sum up this essay demonstrates some ways of added-value and value-added offering a direction and prosperity for marketing to firms.

並列關鍵字

Added-value ； Value-added ； Innovation ； Coordination ； Brand ； Package ； Distribution Channel ； Niche Marketing

參考文獻

Freeman, C. and C. Perez (1988), “Structural Crisis of Adjustment, Business Cycles and Investment Behaviour”, in G. Dosi, C. Freeman, R. Nelson, G. Silverberg and L. Soete. (eds.), Technical Change and Economic Theory, London: Pinter, pp. 38-66.

Hamer, M. and Champy, J. (1993). "Reengineering the Corporation: A Manifesto for Business Revolution", HarperCollins Publishers Ltd, London.

Hsieh-Yee, Ingrid (1993).” Effects of Search Experience and Subject Knowledge on the Search Tactics of Novice and Experienced Searchers.” Journal of the American Society for Information Science, Vol.44, 3, pp. 161-174.

O'Neill, K. (1997). Emerging Markets for Family Farms. Center for Rural Affairs. Walthill, Nebraska, pp.18-19.

Royer, J. (1995). "Potential for Cooperative Involvement in Vertical Coordination and Value-Added Activities". Agribusiness 11(5).

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增加價值與附加價值的比較研究

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