請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23866
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 湯明哲 | |
dc.contributor.author | Jin-Lin Liang | en |
dc.contributor.author | 梁錦琳 | zh_TW |
dc.date.accessioned | 2021-06-08T05:11:53Z | - |
dc.date.copyright | 2006-07-31 | |
dc.date.issued | 2006 | |
dc.date.submitted | 2006-07-21 | |
dc.identifier.citation | Aaker, D.A. (1991). Managing Brand Equity (New York: Free Press).
Barnard, N.R., Ehrenberg, A.S.C., Hammond, K., and Uncles, M. (1995). 'Dirichlet Discrepancies: Some Empirical Results' (London: South Bank Business School, working paper). Biziorek, A. (1994). 'Desperately Seeking Loyalty' Australian Professional Marketing, pp. 15-18. Blattberg, R.C. and Deighton, J. (1996). 'Manage Marketing by the Customer EquityTest', Harvard Business Review, volume 74, pp. 136-144. Bolton, R., Kannan, P., and Bramlett, MD (2000). “Implications of loyalty program membership and service experiences for customer retention and value”, Journal of the Academy of Marketing Science 28 (1): 95-108. Bootzin, R.R., Bower, G.H. Bower, Crocker, J., and Hall, E. (1991). Psychology Today (New York: McGraw-Hill). Carpenter, G.S., Glazer, R., and Nakamoto, K. (1994). 'Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes”, Journal of Marketing Research, volume 31, August, pp. 339-350. Churchill, D. (1993). 'War in the Air: The Scramble for Points Hits Turbulence', The Sunday Times (London), 21 November. Conner, K. R., (1995). Obtaining Strategic Advantage from Being Imitated: When Can Encouraging “Clones” Pay? Management Science, Vol. 41, No. 2, PP. 209-225. Dick, A.S. and Basu, K. (1994). 'Customer Loyalty: Toward an Integrated Conceptual Framework', Journal of the Academy of Marketing Science, volume 22, pp. 99-113. Dowling, G.R. and Uncles, M. (1997). Do customer loyalty programs really work? Sloan Management Review 38 (4): 71& SUM. Ehrenberg, A.S.C. and Goodhardt, G.J. (1977). Understanding Buyer Behavior (New York J. Walter Thompson and the Market Research Corporation of America). Ehrenberg, A.S.C. (1988). Repeat-Buying: Facts, Theory, and Applications, 2nd. ed. (London: Charles Griffin and Co.; New York: Oxford University Press, 1988). Ehrenberg, A.S.C., Goodhardt, G.J., and Barwise, P. (1990). 'Double Jeopardy Revisited', Journal of Marketing, volume 54, pp. 82-91. Ehrenberg, A.S.C. (1991) 'New Brands and the Existing Market', Journal of the Market Research Society, volume 33, number 4, pp. 285-299. Ehrenberg, A.S.C. (1993). 'If You're So Strong, Why Aren't You Bigger?' Admap, pp. 13-14. Ehrenberg, A.S.C., Hammond, K., and Goodhardt, G. (1994). 'The After Effects of Price-Related Consumer Promotions', Journal of Advertising Research, volume 34, July-August, pp. 11-21. Ehrenberg, A.S.C. and Uncles, M. (1996). “Dirichlet-Type Markets: A Review' (Sydney, Australia: University of New South Wales; London: South Bank Business School, working paper). 'Extra Lift for Airlines', Asian Business, August 1993, pp. 44-46. Fader, P.S. and Schmittlein, D.C. (1993) 'Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing', Journal of Marketing Research, volume 30, pp. 478-493. Farrell, Joseph, G. Saloner. (1985). Standardization, Compatibility, and Innovation. Rand J. Econom. 16, PP.70-83. Fly Buys Escape: The Magazine for Members, August 1995, p. 3. 'Fly Buys', Ad News, 16 December 1994, p. 24. Gordon, W. (1994). 'Retailer Brands - The Value Equation for Success in the 90s', Journal of the Market Research Society, volume 36, number 3, pp.165-181. Gordon, W. (1994). 'Taking Brand Repertoires Seriously', Journal of Brand Management, volume 2, number 1, pp. 25-30. Griffin, J. and Lowenstein, M. (2002) Customer Winback: How to Recapture the Lost Customer and Keep Them Loyal, John Wiley & Sons. Gupta, S., Jain, D. C., and Sawhney, M. S. (1999). Modeling the Evolution of Markets with Indirect Network Externalities: An Application to Digital Television. Marketing Science, Vol. 18, No. 3, Special Issue on Managerial Decision Making, PP. 396-416. Hakansson, H. ed. (1982). International Marketing and Purchasing of Industrial Goods (Chichester, England: John Wiley). Haruvy, E., and Prasad, A. (2001). Optimal Freeware Quality in the Presence of Network Externalities: An Evolutionary Game Theoretical approach. Journal of Evolutionary Economics, 11, 231-248. Hawkes, P. (1996). 'The Customer Loyalty Challenge' Admap, pp. 47-48. Hilmer, F. and Donaldson, L. (1996). Management Redeemed (New York: Simon & Schuster). Hofmeyr, J. and Rice, B., (1990). “The Conversion Model: a New Foundation for Strategic Planning in Marketing ” Hofmeyr, J., Hofmeyr, J. H., Rice, J.H., and Rice, B. (2000). Commitment-led Marketing (John Wiley And Sons Ltd, UK) Johnson, M.D., Herrmann, A., and Huber, F. (2006). “The evolution of loyalty intentions”, Journal of Marketing 70 (2): 122-132. Kahn, B., Kalwani, M.U., and Morrison, D. (1988). 'Niching versus Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings', Journal of Marketing Research, volume 25, November, pp. 384-390. Katz, M. L., and Shapiro, C. (1985). Network Externalities, Competition, and Network effects. American Economic Review, 75(3), 424-440. Katz, M. L., and Shapiro, C. (1986). Technology Adoption in the Presence of Network Externalities. J. Political Economy. 94, PP. 822-841. Katz, M. L., and Shapiro, C. (1992). Product Introduction with Network Externalities. J. Indust. Econom. 40(1), pp. 93-115. Kearney, T.J. (1990). Frequent Flyer Programs: A Failure in Competitive Strategy, with Lessons for Management,' Journal of Consumer Marketing; volume 7, pp. 31-40. Kim, S.H. and Nam, S. (2004). “Across the Threshold: Role of Performance and Compatibility in Innovative New Products’ Market Penetration”, Industrial Marketing Management 33: 689-699. Kotler, P. (2001). Marketing Metrics: How to Create Accountable Marketing Plans that Really Work. Lee, Y., and O’Connor, G.C. (2003). New Product Launch Strategy for Network Effects Products. Journal of the Academy of Marketing Science, 31(3), 241-255. Lewis, M. (2004). “The influence of loyalty programs and short-term promotions on customer retention”, Journal of Marketing Research 41 (3): 281-292. Lowenstein, M, (1995), Customer Retention: An Integrated Process for Keeping Your Best Customers, McGraw-Hill. Meller, P. (1993). 'Frequent Flyer Offers Fail to Boost Loyalty,' Marketing. Nunes, J.C. and Dreze, X. (2006). “Your loyalty program is betraying you”, Harvard Business Review 84 (4): 124 O’Brien, L. and Jones, C. (1955). 'Do Rewards Really Create Loyalty?,' Harvard Business Review, volume 73, pp. 75-82. Pearson, S. (1996). Building Brands Directly (Basingstoke, England: Macmillan Press). Peppers, D. and Rogers, M. (1993). The One to One Future: Building Relationships One Customer at a Time (New York: Currency/Doubleday) Pindyck, R. and Daniel, R. Microeconomics, 6ht edition. Pearson Education International, P. 132-136. Rayner, S. (1996). Customer Loyalty Schemes: Effective Implementation and Management (London: FT Retail and Consumer Publishing, FT Management Report). Reichheld, F.F. and Sasser, W.E. (1990). 'Zero Defections: Quality Comes to Services,' Harvard Business Review, volume 68, September-October, pp. 105-111. Reichheld, F.F. and Teal, T. (1996). The Loyalty Effect (Boston: Harvard Business School Press) Reichheld, F.F. (1996). 'Learning from Customer Defections,' Harvard Business Review, volume 74, pp. 56-69. Reichheld with Teal (1996), Brand loyalty is one of the components in many definitions of brand equity. Rogers, E. M. (1995). Diffusion of Innovations. New York, NY: Free Press. Rothschild, M.L. and Gaidis, W.C. (1981). 'Behavioral Learning Theory: Its Relevance to Marketing and Promotions,' Journal of Marketing, volume 45, pp. 70-78. Rust, R.T. and Zahorik, A.J. (1993). 'Customer Satisfaction, Customer Retention, and Market Share,' Journal of Retailing, volume 69, pp. 193-215. Sharp, B. and Sharp, A. (1996). 'Loyalty Programs and Their Impact on Behavioural Loyalty Patterns' (Adelaide, Australia: University of South Australia, MSC Technical Report Number 4025). Sharp, B. and Sharp, A. (1997). “Loyalty programs and their impact on repeat-purchase loyalty patterns”, International Journal of Research in Marketing 14 (5): 473-486 DEC. Shugan, S.M. (2005). “Brand loyalty programs: Are they shams?”, Marketing Science 24 (2): 185-193. Stauss, B., Schmidt, M., and Schoeler, A. (2005). “Customer frustration in loyalty programs”, International Journal of Service Industry Management 16 (3-4): 229-252. The Wise Marketer, The Loyalty Guide, CH6, 2004. Uncles, M. (1994). 'Do You or Your Customers Need a Loyalty Scheme?,' Journal of Targeting; Measurement, and Analysis for Marketing, volume 2, number 4, pp. 335-350. Uncles, M. (1994). 'The Seven Perils of Loyalty Programmes,' The Marketing Society Review, Autumn, pp. 18-20. Uncles, M., Ehrenberg, A.S.C., and Hammond, K. (1955). 'Patterns of Buyer Behavior: Regularities, Models, and Extensions,' Marketing Science, volume 14, number 3, pp. G71-G78. Wansink, B. (2003). “Developing a cost-effective brand loyalty program”, Journal of Advertising Research 43 (3): 301-309. Woolf, B. (2002). Loyalty Marketing: the Second Act, Teal Books. Xie, J., and sirbu, M. (1995). Price Competition and Compatibility in the Presence of Positive Demand Externalities. Management Science, 41(5), 909-926. Yi, Y.J. and Jeon, H. (2003) “Effects of loyalty programs on value perception, program loyalty, and brand loyalty”, Journal of The Academy of Marketing Science 31 (3): 229-240. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/23866 | - |
dc.description.abstract | 顧客忠誠培育活動的最終目的在於透過商品優惠或特殊服務的設計,來鼓勵顧客的重覆購買,進一步貢獻公司的營收。市場上有許多不同類型的顧客忠誠活動,有單一商家的顧客忠誠活動,和結合許多商家的顧客忠誠活動。到底那一種方式的活動比較能夠帶來好的效益? 它是否會因為產業的不同,及經營成本的不同而產生不同的效益呢?
從市場的演變和操作上,我們可以看出複合商家的顧客忠誠活動是目前的主流,因為它能回應顧客及商家的不同需求,而提供更靈活,多樣化,便利且完整的服務。然而,仍有許多商家質疑這種複合商家的顧客忠誠活動所能帶來的真正利益,以及為了取得這些利益,他們可能要放棄的項目,如品牌的建立,顧客資料庫,和差異化的商品和服務。基本上,商家在參與複合商家的顧客忠誠活動的同時,仍應積極拓展其品牌知名度,提供差異化的商品,這些市場行銷的活動應該持續,且因為加入複合商家的顧客忠誠活動,可以做得更多樣化,更具成效。 另外,在營運複合。商家的顧客忠誠活動時,平台營運者的角色通常是負責提供,並操作營運平台及系統。此平台營運者的定位為何? 它與顧客與參與商家之間的關係如何界定,才能維持一定的平衡,並帶來最大的利益給參與的三方? 另外,平台營運者需要積極的在自己的核心能力上尋求在資料庫行銷,電子商務上的拓展,才可能增加他在這個價值網絡中的價值,並造成三贏的局面。 | zh_TW |
dc.description.abstract | The fundamental objective of a loyalty program is to reward loyal behavior of customers with special services or offerings so that it can generate repeat purchases leading toward economic goals. From the market experience, we observe that multiple merchants loyalty program emerged as a trend and it provides complete benefit for both customers and participated merchants. However, there are some unanswered concerns of the true benefits a multiple merchant loyalty program can deliver and of the potential losses by joining the program, such as brand equity, customer database, and clear differentiation in market proposition. Consequently, the participated merchant should leverage the benefits from co-marketing based on the platform and continuously work on building its own brand and differentiation.
In the operation of a multiple merchant loyalty program, the platform operator is defined as a sharing utility provider. What is the positioning a platform operator should take? What is the role and responsibility between the participated merchants and the platform operator? In order to enhance its propositions and importance in the value network, a platform operator should actively seek for expanding its existing businesses to database marketing and eCommerce. By doing so, it can reposition itself from a value integrator to a value creator. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T05:11:53Z (GMT). No. of bitstreams: 1 ntu-95-P93746003-1.pdf: 615623 bytes, checksum: bfc4ccd4857d118d08da172e7f24602f (MD5) Previous issue date: 2006 | en |
dc.description.tableofcontents | 中文摘要………………………………………………………… 二
THESIS ABSTRACT………………………………………….. 三 INDEX…………………………………………………………… 四-六 CHAPTER 1. INTRODUCTION…………………………….. 1 1.1 BACKGROUND……………………………………………… 1 1.2 MARKET PRACTICES……………………………………… 1 1.3 THE EVALUATION OF JOINING A LOYALTY PROGRAM…2 1.4 THE POSITIONING AND STRATEGY OF THE PLATFORM OPERATIOR…………………………………………………… 3 CHAPTER 2. LITERATURE REVIEW………………………… 4 2.1 THE BENEFIT OF LOYALTY PROGRAM…………………… 4 2.2 TYPES OF LOYALTY PROGRAM……………………………. 12 2.3 THE COMPARISON ON TWO TYPES of LOYALTY PROGRAMS……………………………………………………………13 CHAPTER 3. MARKET PRACTIVCE AND OVERVIEW……..15 3.1 BONUS CARD IN TURKEY…………………………………….16 3.2 NECTAR CARD IN UK…………………………………………..17 3.3 OK CASHBAG CARD IN KOREA………………………………17 3.4 BONUSLINK CARD IN MALAYSIA…………………………….18 3.5 FLYBUYS CARD IN AUSTRALIA………………………………19 3.6 NETWORK EXTERNALITIES OF THE PROGRAM…………. 20 3.7 HE NEED OF A CLEAR PLATFORM STRATEGY……………21 CHAPTER 4. A CLOSE LOOK ON A MULTIPLE MERCHANT LOYALTY PROGRAM IN TAIWAN MARKET……………………24 4.1 MARKET OPPORTUNITY FOR HAPPY GO CARD……….24 4.2 VALUE PROPOSITION FOR HAPPY GO CARD………….25 4.3 BUSINESS OBJECTIVES…………………………………….26 4.4 BUSINESS MODEL……………………………………………27 4.4.1. Exam the role of the loyalty platform operator………………27 4.4.2. Preferred Business Model…………………………………….28 4.5 BUSINESS STRATEGY………………………………………31 4.6 PRODUCT DESCRIPTION – THE BONUS POINT PLATFORM…………………………………………………….32 4.6.1 TARGET………………………………………………………...32 4.6.2 FEATURES……………………………………………………. 33 4.6.3 PROCESSES…………………………………………………. 34 CHAPTER 5. THE LIMITATION ON EXPANDING THE PLATFORM…………………………………………………………36 5.1 CONFLICT OF INTEREST AMONG COMPETITORS IN SAME INDUSTRY……………………………………………………………. 36 5.2 DIFFERENT MARGINS AND COST STRUCTURES……… 36 5.3 INFLOW POINTS V.S. OUTFLOW POINTS…………………37 5.4 IS LOYALTY PROGRAM NECESSARY FOR ALL THE INDUSTRY?................................................................................. 38 5.5 CUSTOMER DATABASE OWNERSHIP……………………. 39 5.6 CREATE DIFFERENTIATION FOR EACH MERCHANT….. 39 CHAPTER 6. MERCHANT ADAPTATION MODEL………….41 6.1 DESCRIPTION OF THE FACTORS…………………………41 6.2 KEY ASSUMPTIONS………………………………………… 44 6.3 MODEL FORMULATION…………………………………….. 46 6.4 RESULT ANALYSIS …………………………………………..53 CHAPTER 7. CHALLENGE TO A PLATFORM OPERATOR..56 7.1 THE ADVANTAGE AND DISADVANTAGE OF JOINING THE PLATFORM……………………………………………………………..56 7.2 KEY SUCCESSFUL FACTORS……………………………….. 61 7.2.1 DIFFERENT AND INDEPENDENT CURRENCY…………… 62 7.2.2 MAINTAIN A NEUTRAL POSITION WHEN DEALING WITH MERCHANT’S PROMOTION……………………………………….. 62 7.2.3 COMPLIMENTED MERCHANT PORTFOLIO………………63 7.2.4 CUSTOMER DATABASE DESIGN………………………….. 63 7.3 THE STRATEGY FOR A VALUE INTEGRATOR…………….64 7.4 THE POSSIBLE ROAD FOR THE VALUE INTEGRATOR PLATFORM……………………………………………………………67 7.4.1 CO-MARKETING SERVICE PROVIDER…………………….68 7.4.2 DATABASE MARKETING PROVIDER………………………69 7.4.3 ECOMMERCE PLATFORM OPERATOR…………………….70 CHAPTER 8. CONCLUSIONS AND SUGGESTIONS………..72 Figure 1 Value Proposition for a Loyalty Program…………….26 Figure 2 The Role of a Loyalty Program……………………….27 Figure 3 The Collegiate Model for Loyalty Program………….29 Figure 4 The Federated Model for Loyalty Program………….30 Table 1 The Adaptation Model for Single Merchant Loyalty Program…………………………………………………48 Table 2 The Adaptation Model for Multiple Merchants Loyalty Program…………………………………………………50 Table 3 The Adaptation Model for Multiple Merchants Loyalty Program with Status quo………………………………52 Reference……………………………………………………………87 | |
dc.language.iso | en | |
dc.title | 價值整合者的平台策略 | zh_TW |
dc.title | The Platform Strategy for a Value Integrator | en |
dc.type | Thesis | |
dc.date.schoolyear | 94-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 李吉仁,黃崇興 | |
dc.subject.keyword | 顧客忠誠活動,價值整合者,平台策略, | zh_TW |
dc.subject.keyword | Loyalty program,value integrator,platform operator, | en |
dc.relation.page | 94 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2006-07-22 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業管理組 | zh_TW |
顯示於系所單位: | 國際企業管理組 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-95-1.pdf 目前未授權公開取用 | 601.19 kB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。