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研究生: 廖于慈
Liao, Yu-Tzu
論文名稱: 探討創意生活產業之顧客關係經營:以薰衣草森林之價值轉型為例
Exploring the Customer Relationship Management in Creative Living Industry: A Case Study of the Value Transformation of the Lavender Cottage
指導教授: 仲曉玲
Chung, Hsiao-Ling
學位類別: 碩士
Master
系所名稱: 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年: 2017
畢業學年度: 105
語文別: 英文
論文頁數: 129
中文關鍵詞: 文化創意產業創意生活產業創意經濟顧客關係體驗經濟
外文關鍵詞: Cultural and Creative Industries, Creative Living Industry, Creative Economy, Customer Relationship, Experience Economy
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  • 本企業實務設計個案實習研究旨在探討台灣「創意生活產業」如何體現「體驗經濟」與「創意經濟」之核心概念,達到提升國人生活品質與產業發展之雙重目標,透過創意生活產業業者進一步了解企業策略規則,與業者共思顧客關係轉變與未來發展。基於以上觀點,本研究選擇台灣創意生活產業中最具代表性之「薰衣草森林」為個案企業,檢視其經營現況與顧客關係之互動樣貌與發展維繫。
    本研究歷經db. School實習體驗,以不同於一般學術研究之角度,在企業帶領下,深入了解薰衣草森林發展現況。實習觀察共分為三個階段:1)採用質性研究中的深度訪談,透過訪談薰衣草森林創辦人、執行長與活動策劃人,了解薰衣草森林經營理念;2)在薰衣草森林場域採用參與式觀察,收集體驗提供與顧客反應之第一手資料;3)最後佐以現場施行問卷調查,了解顧客體驗感受並與第一階段的資料進行交叉分析。
    研究結果顯示,「薰衣草森林」在創立後,歷經一連串的內部與價值轉型,確立「幸福企業」此一目標後,持續向顧客與社會傳達理念,將抽象之經營服務理念透過產品、服務、活動與場地等四個層面轉化為感知,試圖建立顧客關係。本研究發現創意生活產業業者試圖提供體驗與顧客連結,建立顧客關係,卻忽略探查顧客體驗後的感知想法才是顧客關係經營之真正目的。期創意生活產業業者掌握顧客轉變,提供並創新體驗設計,調整顧客關係策略,達到永續發展,實現創意生活產業之產業目標。

    The purpose of this project is to inspect how creative living industry embodies the core conception of the experience economy and the creative economy, as well as improve citizen’s life quality and the industrial development. By analyzing and assessing with the current circumstances of creative living industry business and the opinion of customers, the study can pinpoint the guidelines of customer relationship and future direction for business. Based on the above reasons, this project selected the representative business in Taiwan creative living industry: the Lavender Cottage as a research object to understand its operation and customer relationship.

    This project involved a db. School internship and deeply engaged in the internal operation of the Lavender Cottage which is different from other researches. The internship can be divided into three phases: 1) Interviewing the founder, CEO and activity planner to shed light on the vision of the Lavender Cottage through in-depth interview. 2) Applied the participatory observation to collect the primary data, like the experience of the Lavender Cottage and the response of the customer in the field of internship. 3) Understanding and analyzing the feelings and perceptions of the customer based on on-site questionnaire surveys.

    The project findings reveal that the Lavender Cottage keeps promoting its vision and experience, which includes products, services, activities and places to customers as well as building the customer relationship after internal value transformation. Based on the investigation of the Lavender Cottage, creative living business tries to build customer relationship through experience, but ignores the exploration of customer cognition is the main purpose of customer relationship management. In order to implement sustainable operation and industrial target, the business needs to adjust customer relationship management and experience accordingly to ensure the understanding of customer.

    摘要 I Abstract II 致謝 III Table of Content V List of Tables VIII List of Figures VIII Chapter 1: Introduction 1 1.1 Research Background 1 1.1.1 The Steps of Global Economy: Experience Economy 1 1.1.2 The Transformation of Development Power: Creative Economy 3 1.1.3 Development of the Creative Living Industry under the Cultural and Creative Industries 5 1.2 Research Motivation 7 1.2.1 Personal Perspective 7 1.2.2 Industrial Perspective 8 1.3 Case Selection and Problem Statement 10 1.4 Research Objectives and Questions 18 Chapter 2: Literature Review 19 2.1 The Transformation of Customers 19 2.1.1 The Change of Customer Needs: From Past to Nowadays 19 2.1.2 The Details of Customer Needs at Present 21 2.2 Business Reaction: Provide Experiences and Transformation 23 2.2.1 Lead Customers into the Experience Realms 23 2.2.2 Providing Experiences to Complete the Transformation 26 2.3 Reinforcing Connection between Customers and Business 29 2.3.1 What is Customer Relationship Management 29 2.3.2 New Customer Management Approaches: Design Driven Innovation 34 Chapter 3: Methodology 37 3.1 Research Design 37 3.1.1 Research Concept 37 3.1.2 Research Process 38 3.2 Research Method 39 3.2.1 Case Study 39 3.2.2 Participatory Observation 40 3.2.3 Semi-Structured In-depth Interview 41 3.2.4 Questionnaire 42 3.3 Data Collection 43 3.3.1 Data Source 43 3.3.2 Data Analysis 44 Chapter 4: Findings and Analysis 45 4.1 Reviewing the Vision and Business Strategy 45 4.1.1 Evolution in the Vision of the Lavender Cottage 45 4.1.2 Delivering the Vision through Various Strategies 51 4.1.3 Summary 55 4.2 Scanning the Internal Condition through Internship 57 4.2.1 Analysis of Products: The Proof of Five Senses 57 4.2.2 Analysis of Services: Across the Four Experiences 66 4.2.3 Analysis of Activities: The Goal of Educational 73 4.2.4 Analysis of Places: Combination of all the Experiences 81 4.2.5 Summary 86 4.3 From the Customers’ Point of View 88 4.3.1 Overall Customers Categories 88 4.3.2 Existing Approaches to Maintaining Customers 91 4.3.3 The Reaction of Customers after Experiencing 96 4.3.4 Summary 105 4.4 The Alter of Internal Structure 107 4.4.1 The Awakening Plan 107 4.4.2 A New Strategy: Mobile Application 111 4.4.3 Summary 111 Chapter 5: Discussion and Conclusion 112 5.1 Discussion 112 5.1.1 Characteristics of Experience Economy Embodied in the Creative Living Industry 113 5.1.2 The Expected Progress after Customers Interacting with Creative Living Businesses 114 5.1.3 Methods of Efficiently Utilizing Customers’ Feedback to Develop Customer Relationship 115 5.2 Conclusion 118 5.3 Research Limitations and Future Direction 119 REFERENCES 121 APPENDIX 125 Appendix 1: Questionnaire 125 Appendix 2: Marketing Materials of the Lavender Cottage 127 Appendix 3: Marketing Materials of the Villaging/ Footing/ Learning 128 Appendix 4: The Forest Diary 129

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