電子雜誌顧客維繫方式與顧客反應之研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies) > Item 987654321/22630

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Title:	電子雜誌顧客維繫方式與顧客反應之研究
Other Titles:	A Study On Customer Retention Methods and Customer Respond in The Digital Magazine Industry
Authors:	游曉薇 Yu, Hsiao-wei
Contributors:	出版事業管理研究所萬榮水 Rong-shui Wan
Keywords:	顧客維繫;顧客反應;數位出版;電子雜誌 Digital Publishing;Digital Magazine;Customer Retention;Customer Respond
Date:	2007
Issue Date:	2015-08-05 16:12:36 (UTC+8)
Abstract:	近年來，新行銷典範重視顧客關係管理，文獻實證研究發現長期維繫顧客關係的效益比開發新顧客高。在出版業中，雜誌業以長期顧客為銷售對象，在數位化的潮流下，雜誌因應即時性、互動性等特點，「電子雜誌」應運而生，一方面改變編輯方式、閱讀載體，另一方面透過數位商務交易過程中，收集顧客資料庫的會員資料，使得用低成本作到一對一的顧客關係維繫成為可能。　　　本研究試圖了解電子雜誌實行顧客關係管理的發展與執行策略，採取多重個案研究設計，分別討論其雜誌業發展數位化的現況與顧客維繫方式、影響因素等，從中歸納、比較各家電子雜誌顧客維繫方式的異同，並且調查顧客對於其維繫方式反應如何，有助於管理知識的累積，與實務上顧客關係管理與行銷的參考。　　　目前台灣具有規模的雜誌社才有意願和資金來發展電子化產品，並且組織因數將會影響顧客維繫的實行，本研究將顧客維繫方式依「優惠、服務、心理滿足」三種分類，目前雜誌社各有不同的顧客維繫措施的組合。　　　顧客的評價以「優惠措施」為重要變數；但是，再購意願上則以「心理滿足」為最重要的影響變數。顯示顧客對價格、優惠很敏感，但是要達成實際的再購買行為與長期維繫，則需要更高程度的滿意與深層的關係連結。　　Recent, the transference of paradigm in marketing, to being attention to customer relationship management. In the publish industry, the magazine industry regards long-term customer as the target of Marketing. Under the prevalence of the digital publishing, magazine industry to make “Digital Magazine”. On one hand change the editor way, on the other hand used e-commerce to do One to One Marketing. 　　　This research attempts to understand Digital Magazine industry do customer's relationship management tactics. The study founds on multiple case study which it is discussed that the magazine industry develops present situation, customer retention methods, and influence factor.　　　Then, compare every Digital Magazine to carry out difference of customer retention methods, in addition, investigate how about Customer Respond. According to the findings of the study, the author makes suggestions for future research and customer relationship management as well. 　　　The customer retention methods three classification, favorable, service and psychology satisfied in this study. Result of study, the customer's appraisal is the most important with the “favorable measure”; But purchase is the most important with the “psychology satisfied “. It is very sensitive to show customers the price, is it reach a real one purchase behavior with maintain for a long time, need high satisfaction and relation link of degree to want.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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