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研究生: 唐珮馨
Tang, Pei-Hsin
論文名稱: 以關係行銷理論探討醫美產業共創價值之研究
Research on co-creating value in the medical beauty industry using relationship marketing theory
指導教授: 張佳榮
Chang, Chia-Jung
口試委員: 張佳榮
Chang, Chia-Jung
劉素娟
Liu, Jane S.C.
鄒蘊欣
Chou, Yun-Hsin
口試日期: 2024/05/28
學位類別: 碩士
Master
系所名稱: 國際時尚高階管理碩士在職專班
Executive Master of Business Administration Program in Global Fashion
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 56
中文關鍵詞: 關係行銷公平性承諾與信任價值共創質性研究
英文關鍵詞: relationship marketing, fairness, commitment and trust, value co-creation, qualitative research
研究方法: 深度訪談法
DOI URL: http://doi.org/10.6345/NTNU202400666
論文種類: 學術論文
相關次數: 點閱:80下載:0
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  • 本研究旨在探討如何透過關係行銷來建立醫美產業中代理商、醫院與醫生之間的長期合作關係,並共創五種價值。醫美產業面臨快速變化和高度競爭,B2B關係行銷成為提升競爭優勢的關鍵策略。本文分析了關係行銷中關係、公平性、承諾與信任的重要性,並共創出功能性、情感性、社會性、知識性和情境性五種價值。這些價值的共創,有助於構建穩固的合作基礎,實現各方的長期共贏。
    功能性價值確保產品和服務的質量與可靠性;情感性價值通過聯繫和關懷增進忠誠度;社會性價值提升聲譽;知識性價值滿足專業學習需求;情境性價值彰顯專業實力。這些價值結合使關係行銷在醫美產業中發揮了重要作用,促進了長期互惠的合作。
    企業應提前告知合作夥伴產品的優缺點,提供建議和支援,以增強理解和信任,降低風險,提高決策質量。使用網絡社群平台提高信息透明度,增強合作夥伴的信任和忠誠度。共創價值需要雙方具備技術和資源整合能力,有共同意願實現目標,並通過持續互動和交流來創造更大價值。
    因此,價值共創是一個跨組織的管理議題,強調合作策略和價值社群的重要性。代理商、醫院與醫生通過持續的溝通、教育培訓、行銷支持和產品活動,增強合作關係,提高競爭力,共同創造價值。

    This study aims to explore how relationship marketing can establish long-term partnerships among agents, hospitals, and doctors in the medical aesthetics industry, and co-create five types of value. The medical aesthetics industry faces rapid changes and intense competition, making B2B relationship marketing a key strategy for enhancing competitive advantage. This paper analyzes the importance of relationship, fairness, commitment, and trust in relationship marketing, and co-creates functional, emotional, social, knowledge, and situational values. The co-creation of these values helps build a solid foundation for cooperation and achieve long-term mutual benefits.

    Functional value ensures the quality and reliability of products and services; emotional value enhances loyalty through connection and care; social value improves reputation; knowledge value meets the needs for professional learning; situational value showcases professional capabilities. The combination of these values makes relationship marketing play a crucial role in the medical aesthetics industry, promoting long-term reciprocal cooperation.

    Enterprises should inform their partners in advance about the advantages and disadvantages of their products, provide suggestions and support to enhance understanding and trust, reduce risks, and improve decision-making quality. Using online community platforms to increase information transparency can enhance partners' trust and loyalty. Value co-creation requires both parties to have the ability to integrate technology and resources, a common willingness to achieve goals, and continuous interaction and communication to create greater value.

    Therefore, value co-creation is an inter-organizational management issue that emphasizes the importance of cooperative strategies and value communities. Agents, hospitals, and doctors can strengthen their relationships, enhance competitiveness, and co-create value through continuous communication, education and training, marketing support, and product activities.

    致謝辭 I 中文摘要 II ABSTRACT III 目次 V 表目錄 VI 圖目錄 VII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 3 第二章 文獻探討 4 第一節 關係行銷 4 第二節 關係行銷之信任與承諾 6 第三節 關係行銷與價值共創連結 8 第四節 五個影響購買決策的價值要素 9 第三章 研究方法 11 第一節 研究對象 11 第二節 研究流程 11 第三節 資料蒐集與整理 12 第四節 資料分析與編碼 14 第四章 研究結果與分析 16 第一節 資料蒐集過程 16 第二節 深度訪談與分析 17 第三節 訪談結果 41 第五章 結論與建議 48 第一節 研究結論與建議 48 第二節 研究發現 50 第三節 研究建議與限制 52 參考文獻 54

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