網路團購已是目前台灣電子商務重要趨勢之一，不僅消費者積極參與、供應商也希望能尋求新的獲利來源，連接兩者提供交易平台的團購網站，更有國內外廠商均積極投入、競爭。之前的文獻研究中，大多是針對網路團購模式建立的探討，包含定價策略、營運模式…等，由消費者角度出發，針對網路團購行為之研究較少。 本研究係以曾參與網路團購之消費者作為研究對象，探討「知覺風險」、「品牌知名度」、「網站服務品質」、「顧客滿意度」及「顧客忠誠度」彼此的關係與影響因素，並以研究結論為基礎，提供網路團購業者後續行銷策略之建議。 本研究採量化之「問卷調查」與質化之「深度訪談」方式進行研究。量化調查方面，共取得303 份有效問卷，運用敘述性統計、t 檢定、ANOVA檢定、Pearson 相關分析法、迴歸分析法，將資料進行統計分析與假設驗證；質化研究方面，透過深度訪談國內三家知名團購網站經營者，了解網路團購之經營模式與現況，並藉由他們的觀察，洞悉主要消費族群之輪廓及意向，最後，並探討團購網站未來可能的挑戰與機會。 本研究的研究結果如下： 1.性別、年齡、學歷、職業、婚姻狀態與收入不同的消費者，對網路團購之知覺風險、品牌知名度、網站服務品質、顧客滿意度與忠誠度，確實存有差異性。 2.知覺風險與顧客滿意度、顧客忠誠度間具顯著相關性。 3.品牌知名度與顧客滿意度具顯著相關性，與顧客忠誠度則無相關。 4.網站服務品質與顧客滿意度、顧客忠誠度間具顯著相關性。 5.顧客滿意度與顧客忠誠度具顯著正向關係。 網路團購行銷策略建議： 1.知覺風險構面：持續加強隱私安全保障機制，並優化商品呈現方式，避免消費者購買到與網頁呈現不符之商品，降低消費者認知的隱私濫用與品質績效風險，提升顧客滿意度與忠誠度。 2.品牌知名度構面：持續開發具有高知名度的商品或服務，運用行銷合作方式說服更多高知名度廠商參與網路團購，以提升顧客滿意度。 3.網站服務品質構面：網站必須持續優化其網頁視覺與動線設計，並提供多元化的商品選擇，以提升顧客滿意度與忠誠度。 / Online group purchasing grows very fast and has become a trend of e-commerce in Taiwan. Not only the consumers are very interested in but also the supplers would like to start the business and create more profit from the new modle. The competition between group-purchasing sites is strong, too. But the previous studies were more focus on pricing strategy, business modle, and lacked of the study of sonsumer behaviors of online group purchasing. The consumers who have participated online group purchasing are taken as the object of the research. The purpose of this research is to define the relationship and influence between the perceived risk, brand awareness, website service quality, consumer satisfaction and loyalty, and to provide the suggestions of marketing strategy for online group purchasing industry base on the results and findings. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 303 effective questionnaires are obtained for statistical analysis includes descriptive statistic, t-test, ANOVA, Pearson correlation analysis, regression are utilized to verify the hypothesis and assumptions. As to qualitative approach, there are three experts from the management level of the well-known group-purchasing sites in Taiwan shared the business modle, status, consumer insights and purchasing intention, challenge and opportunities therough in-depth interviewing The result of this research includes: 1.Interviewees with different sex, age, education, profession, married status and income show significant differences. 2.Perceived risk has a dramatic correlation with customer satisfaction and customer loyalty. 3.Brand awareness has a dramatic correlation with customer satisfaction, but shows no correlation with customer loyalty. 4.Website service quality has a dramatic correlation with customer satisfaction and customer loyalty. 5.Customer satisfaction and customer loyalty have a positive relationship. The suggestions of marketing strategy for online group purchasing are as below: 1.In perceived risk aspect: Keep enhancing the security system and optimizing the instruction of product to alleviate perceived risk. It is helpful to improve the customer satisfaction and loyalty. 2.In brand awareness aspect: Provide the products or services which are popular and famous to the customer to improve the customer satisfaction. 3.In website service quality aspect: Keep optimizing the visual and process of the website, and providing customers with various product choices to improve the customer satisfaction and loyalty.

2001年，消聲已久的蘋果公司推出iPod，改寫了音樂產業的風貌，造成全球搶購的熱潮，自此之後，蘋果公司陸續推出許多產品，在全世界屢獲好評，在台灣亦如是。然而，台灣目前沒有Apple Store，因此欲於實體店面購買蘋果產品的消費者，會至蘋果在台的各大經銷商購買，而目前在台灣有四大優質經銷商，分別是Youth、德誼、Studio A和i Store，此四家的業績近乎佔盡台灣蘋果銷售市場。因此，本研究以蘋果公司最重要的兩項元素「服務創新」及「體驗行銷」作為本研究內涵，以此檢視台灣蘋果四大優質經銷商在「顧客滿意度」與「顧客忠誠度」上是否獲得消費者的認同。 　　本研究以調查法為主，於2011年4月9日至2011年5月7日間透過網路平台發放問卷，總計填答者471位，剔除無效問卷31份，有效問卷共440份，有效回收率為93.4 %，並以深度訪談為輔，訪問台灣蘋果四大優質經銷商於台北旗艦店之店經理與副店經理。 　　透過量化與質化的研究結果可得以下四大結論，第一，服務場景與流程創新是讓消費者辨別經銷商之關鍵；其二，消費者感受到的五感體驗將烙印於消費者心中；其三，顧客滿意度由服務創新與體驗行銷共同決定；最後，顧客忠誠度的表現是為企業獲利指標。另外，透過本研究長期觀察與實證結果，提出下列幾點建議予台灣蘋果公司參考：爭取優先上市權、舉辦活動並增加露出、播送電視廣告、提高服務品質、遵守蘋果總公司服務條款、建立專門蒐集消費者意見之管道。 / In 2001, the Apple Inc. which had been quiet for a long time announced their product – iPod, and soon rewrote the style of global music industry. The representing product – iPod also raised up shopping rush all over the world. Henceforward, Apple Inc. brought lots of products and became popular around the world, so did Taiwan. Even though, Apple Inc. didn’t institute any Apple Stores in Taiwan, the only way to buy Apple’s products personally is to visit dealers which acquire authorization. In addition, there are four APRs (Apple Premium Reseller) in Taiwan, include Youth, Dataexpress, Studio A, and istore, they also hold overwhelming majority of Apple products selling in Taiwan. As a result, this research is based on service innovation and experiential marketing that two factors the Apple Inc. emphasize most, and examine whether those four APRs had obtain identification from consumers in customer satisfaction degree and customer loyalty or not. 　This research used survey procedure to gather feedbacks from consumers during 9th April to 7th May in 2011 by uploading internet survey platform. There were 471 answer sheets on the platform above, 31 of them were invalid and 440 were valid, achieve the scale at 93.4%. We also used depth interview and had interviews with shop managers and vice-shop managers of those four APRs. 　Combining the two dimensions, this research had four main conclusions. First, Services cape and Procedures innovations are key points for consumers to recognize resellers. Second, five source of sense experience that consumers truly experience will make deep impressions in their mind. Third, customer satisfaction degree depends on service innovation and experiential marketing. The last but not least, the certain appearance of customer loyalty is as the index of company’s profit. According to long term observation and the conclusions of empirical research, we recommend few suggestions for the branch in Taiwan of Apple Inc. as follow. First, try to fight for the position of debut product, try to hold more selling activities and increase exposure, try to broadcast more TV commercials, try to raise service quality, try to obey service principles and guidelines established by Apple Inc., and try to set up a special channel to collect opinions from consumers.

本文探討「慈濟靜思書軒心靈講座」活動，透過不同的服務品質與體驗行銷，獲得民眾對靜思書軒的滿意度，進而提升對慈濟與靜思書軒之忠誠度。本研究質化與量化方法同時進行,提出對提升「慈濟靜思書軒心靈講座」活動之行銷策略與改善建議。質性調查採用深度訪談法，蒐集心靈講座活動之主管、員工與顧客對講座舉辦概況、滿意度與整體評價等進行瞭解，提出對心靈講座未來舉辦活動之策略與建議。量化部分則透過靜思書軒19門店之協助，針對參與心靈講座之民眾進行問卷填寫與資料蒐集。本研究問卷調查採用隨機抽樣法，針對發放期間有舉辦的14間門市進行問卷發放。共發放420份問卷，有效問卷為300份。發放時間為2011年8月1日至9月30日。本文研究目的包括： 1.探討「活動服務品質」及「體驗行銷」與「顧客滿意度」、「顧客忠誠度」之意涵。 2.檢定「活動服務品質」及「體驗行銷」與「顧客滿意度」「顧客忠誠度」等構面之關係。 3.「人口統計變項」對「活動服務品質」、「體驗行銷」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。 依據本研究所獲得的結果，受訪者以女性、年齡以45歲~54歲以上、職業家管、薪水在40,001~50,000、居住地區則在台北市最多。服務品質對顧客滿意度有顯著影響、體驗行銷對顧客滿意度有顯著影響、顧客滿意度對顧客忠誠度有顯著影響。本研究依其問卷與訪談結論，建議靜思書軒應事前規畫每場服務人員的比例與配置，會場的佈置、民眾活動的動線與活動行程，加強情感部分與促使會眾參與度提升，提供客製化之講座，提高會眾參與度及擴大目標市場與增加客源，達到「淨化人心」的目標。 / This paper discusses the activities of “Mind Talk” held in Jing Si Books & Café, through various service quality and experiential marketing to increase the satisfy and customer loyalty in Jing Si Books & Café and expect to enhance and modify the activities of “Mind Talk”. In this study, qualitative and quantitive methods are used at the same time. 420 questionnaires were collected from 14 Jing Si Books & Cafés, and 300 questionnaires are valid. The samples are selected randomly from August 1st to Novernment 30th, 2011. The purposes of this study are included: 1.To discuss the meanings of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 2.To examine the dimensions of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 3.To test the significances on “demographic variables”, “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. Based on the results, the most respondents were female, ages from 45 to 54, housewives, wages between 40,001 and 50,000, and living areas are in Taipei city. Service quality has a significant impact on customer satisfaction and experiential marketing has impacted on customer satisfaction and customer loytalty. According to the conclusions, Jing Si Books & Café need to plan the preoportionof each service and configurations, organize the activities of the moving line and travel activities before each activity of “Mind Talk” are important. Strengthening the emotional to increase the participation and customized seminars will expand the target market and expect to achieve “Cleaning hearts” as the final target.

過往顧客滿意架構多集中在購前因素分析或購後行為探討，甚少連結前因後果之整合性架構，故本研究從認知、態度、行為三個面向予以探究，並以關係階段與替代性吸引力雙變數作為調節變項。 本研究針對上海速食業者德克士之消費客群為抽樣對象，共收集有效問卷329份，並利用結構方程模式檢驗研究假說。研究結果歸納如下： 1. 品牌聲望對知覺價值與顧客滿意度皆有正向影響，且知覺價值亦對顧客滿意度有顯著的正向關係。 2. 慣性行為對於顧客滿意到顧客忠誠的路徑具有部分中介效果，結果顯示慣性亦是形成忠誠度的前驅因子之一。 3. 顧客滿意到口碑傳播的路徑並不顯著，但顧客忠誠到口碑傳播卻有顯著的正向關係，代表客群如果只有滿意還不足以衍生口碑行為，需要透過忠誠機制才有足夠強度驅動口碑。 4. 關係階段會顯著調節「顧客滿意到顧客忠誠」以及「顧客滿意到慣性行為」之關係，其他路徑則不顯著。替代性吸引力則對所有路徑的調節效果皆不顯著，此結果可能源於實證對象與競爭企業在消費者的認知中並沒有太大差異或偏好。 / Past researches of customer satisfaction focus on analysis of pre-pruchasing factors or post-buying behaviors. Nevertheless, few studies have adapted integrative structures of combining whole causal connection. The study investigates into three dimensions of cognition, attitude and behavior, taking relationship stage and alternative attractiveness as moderating variables. The study collected 329 valid questionnaires from fast food chain stores, Dicos, in Shanghai and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below： 1. Brand Reputation has positive influence in Perceived Value and Customer Satisfaction. Perceived Value also has significantly positive influence in Customer Satisfaction. 2. Inertia Behavior has mediation effect towards the path of Customer Satisfaction and Customer Lotalty. The result indicates inertia is one of the pre-exponential factors of Customer Loyalty. 3. Customer Satisfaction to Word of Mouth isn’t significant, but Customer Loyalty to Word of Mouth is significantly positive. The result reveals satisfaction is not enough to motivate WOM spreading. Loyalty mechanism is needed to drive WOM behaviors. 4. Relationship stage moderates “Customer Satisfaction to Customer Lotalty” and “Customer Satisfaction to Inertia Behavior” significantly and other hypotheses aren’t significant. Alternative attractiveness doesn’t significantly moderate all of the hypotheses. It may indicate there is no difference or preference to cognition of customers towards Dicos and their competitors.

二十一世紀是講求通路效率及服務的年代，半導體材料及設備通路商在產業中所扮演的角色越趨重要，加上網際網路與資訊科技的蓬勃發展，對於企業而言，如何應用資訊科技技術以改善對顧客的服務並增加顧客的滿意度，已經成為每個成長中的企業所重視的課題，而介於半導體上游原物料及設備製造商與下游相關半導體製造商間的通路商，主要即在取得原廠的銷售代理權並整合銷售及售後服務等工作，將代理的產品透過服務達到加值，使得上游製造商可以專注於材料及設備的研發與製造，而通路商本身則透過對下游半導體製造業提供良好的服務品質，以創造下游顧客的滿意度，進而提高顧客的忠誠度。因此，如何透過資訊科技的應用及優越的服務品質，來提升顧客的滿意度，進而使顧客具有忠誠度，已經成為以強化整體銷售服務來創造競爭力的通路商所必須重視的課題。 本研究即在探討半導體材料及設備通路產業之資訊科技應用對於服務品質及顧客滿意度之影響，更進一步探討服務品質對顧客滿意度與顧客忠誠度的影響。因此，本研究以國內半導體材料及設備通路商為研究對象，對其資訊科技應用、服務品質、顧客滿意度及顧客忠誠度做一整合驗證性的研究，並利用線性結構相關模式(LISREL)來探討四個構面間的關係，在半導體材料及設備通路產業中，所得到的結論如下： 一、資訊科技應用對服務品質有顯著的正向關係。 二、資訊科技應用對顧客滿意度不具顯著的正向關係。 三、服務品質對顧客滿意度有顯著的正向關係。 四、服務品質對顧客忠誠度不具顯著的正向關係。 五、顧客滿意度對顧客忠誠度有顯著的正向關係。 / 21 Century is the time for the emphasis on the channel efficiency and services and the roles of the semiconductor distributors in semiconductor material and equipments industry have become more and more important as a result. Due to the flourish developments in the internet and information technology, how to make good use of the information technology in order to improve the service for the customers and further increase the customers’ satisfaction is the crucial issue to any growing enterprises. The semiconductor distributors mainly act as the sale agents of the semiconductor material and equipments industry and provide the function to integrate the sale and after-sale services. By doing so, it has increased the value of the products through these services. In addition, it makes the manufacturers of the upstream in the semiconductor material and equipments industry concentrate on the R&D and manufacture field. On the other hand, the semiconductor distributors themselves have focally developed the customers’ satisfaction and further enhanced the customers’ loyalty by providing great service quality. Therefore, how to elevate the customers’ satisfaction and own the customers’ loyalty through the application of information technology and excellent service has become a must for the semiconductor distributors that would like to reinforce their aggregate sale services in order to have competition advantages. This paper addresses the influences of the information technology application on the service quality and the customers’ satisfaction of the semiconductor distributors in the material and equipments industry. Moreover, it further investigates the influences of the service quality on the customers’ satisfaction and the customers’ loyalty. This paper uses the semiconductor distributors in Taiwan as the research targets and makes a completed discussion on the information technology application, service quality, customers’ satisfaction and customers’ loyalty. Besides, there are following conclusions by using the linear structural model to exam the correlations among four aspects. 1.There is a significant positive correlation between information technology application and service quality. 2.There is an insignificant positive correlation between information technology application and customers’ satisfaction. 3.There is a significant positive correlation between service quality and customers’ satisfaction. 4.There is an insignificant positive correlation between service quality and customers’ satisfaction. 5.There is a significant positive correlation between customers’ satisfaction and customers’ loyalty.

全球第一大社群網站 Facebook，在 2007 年推出的 Facebook 粉絲專頁（Fan Page），是一個公開的介面，集合了娛樂、社交、資訊尋求三項商業行銷功能。根據 Facebook 官方統計，目前共有 118 萬個粉絲專頁，由一百多萬個公司團體開立，更吸引了超過 5 億 3,000 萬人次粉絲。近年來，台灣食譜 Facebook 粉絲團備受關注，本研究將探討網友對 iCook 愛料理粉絲團的使用動機。 其次，本研究目的，在探討 iCook 食譜粉絲團之「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」之意涵。探討人口統計變相對「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」的顯著差異性。檢定「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」具有顯著關係。經由量化分析與質化訪談之相關研究，針對iCook食譜粉絲團提出行銷策略建議。 本研究以 馬斯洛《需求層級理論》，探討 Facebook 粉絲團的閱聽眾使用動機，針對經常瀏覽 iCook 粉絲團的常用使用者為研究對象，本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷 506 份，並針對 iCook 愛料理網站創辦人、美食部落客、粉絲團會員重度使用者進行深度訪談。 研究結果顯示， iCook 食譜粉絲團以女性家庭主婦和上班族為主，年齡層以26-45 歲居多，教育程度以大學為最多，居住地區以北部為主。在使用動機、資訊來源及服務品質對於顧客滿意度有顯著正相關；使用動機、資訊來源及服務品質及顧客忠誠度有顯著正相關；顧客滿意度與忠誠度有顯著正相關。 經質化與量化分析，本研究對於 iCook 食譜粉絲團之行銷策略建議如下： 1. 提供豐富多樣的食譜資訊，讓使用者感覺有其價值性 2. 善用社群口碑行銷傳播，以內容取代廣告創造利基 3. 優化服務與開拓異業結盟機會，有助品牌知名度與滿意度 　　綜合上述，以鞏固其品牌忠誠度，朝長久經營之路邁進。 / Facebook, the biggest social network site in the world, launched the Page service in 2007. It is a public platform including entertainment, social contact and information seeking functions for business and marketing. According to the official statistics from Facebook, there are currently 1.18 million Facebook Pages created by more than 1 million organizations, attracting more than 530 million users. In recent years, the cookbook’s Facebook Pages in Taiwan attract more attention than before therefore the research is going to discuss the motivation of fans using iCook Facebook Page. Furthermore, the purpose of this study is to explore using motivation, sources, service quality, customer satisfaction and customer loyalty for iCook Facebook Page. To analyze the demographic variables differences on using motivation, information sources, service quality, customer satisfaction, customer loyalty differences. Also to test the relation between using motivation, information sources, service quality, customer satisfaction, customer loyalty. Through quantitative and qualitative research methods, provide marketing strategy recommendation. The study is based on “Maslow's Hierarchy of Needs Theory” and investigates Facebook Page audiences’ usage motivation. The target research group is the user who visits iCook Facebook Page frequently. In order to give consideration to both quantitative and qualitative approach, this study adopts questionnaire survey and in-depth interviews for research methods. There are 506 effective questionnaires from the Internet survey and conducts the in-depth interviews to iCook founder, Cuisine Bloggers and heavy users. The result indicates that the users of iCook Facebook Page are mainly female, housewife and office worker by occupations, the age between 26 and 45, education background is college and above, living around the northern Taiwan. The using motivation, information sources and service quality have a significant positive correlation with customer satisfaction, as well as customer loyalty. Therefore the service quality and customer loyalty are positive correlation. Based on the quantitative and qualitative analysis, this study suggests that iCook Facebook Page should apply more Social Media Marketing strategies and several recommendations as follows: 1. Providing various recipe for readers to let users feel valuable. 2. To leverage the power of Word of Mouth Marketing (WOMM) and to replace the advertisement to content in order to create the niche. 3. Optimizing the web services and features to expand cross-industry strategic alliance opportunities, it helps to promote the brand image and reputation.

本研究旨在從社會認知觀點探討顧客衣著線索與顧客購買行為線索對員工正向情緒表達之影響，以及探討員工知覺顧客社會地位與前期購買意願之中介效果。過去在員工正向情緒表達相關研究上，雖有探討顧客衣著線索與購買行為線索對員工正向情緒表達之影響，但並未深入探討其中之歷程，本研究認為認知心理學領域中之基模概念，可以解釋過去在情緒表達研究中，顧客外表與行為線索對第一線服務員工正向情緒表達影響關係的研究發現。 本研究以百貨公司化妝品專櫃之櫃員與其互動之顧客為研究對象，共觀察及記錄93筆交易互動，以實地場域之觀察法進行研究，研究結果發現，如同預期，顧客之衣著線索及購買行為線索對員工正向情緒表達皆有顯著的正向影響，顯示顧客若穿著愈高貴或是展現越多購買行為線索，員工會表現得越親切，研究結果驗證了過去情緒表達相關之研究發現；然而，員工知覺顧客社會地位與員工知覺顧客前期購買意願之中介效果並不如預期達顯著，顯示顧客衣著線索與購買行為線索並非透過激發員工對顧客社會地位與前期購買意願之基模影響員工正向情緒表達，而可能透過激發了別的基模來影響員工之正向情緒表達。整體而言，本研究所提之研究假說部分符合預期，而研究結果可對情緒表達與社會認知基模理論相關研究提供理論貢獻與實務意涵。 / According to social cognitive psychology, targets’ cues can arouse perceivers’ schemas, and then help perceivers to form an impression on the target person. This point of view can help explain the past related research on employee’s positive affective displays. According to the past researches’ research findings, customers’ clothing and behaviors have obvious effects on employees’ positive affective displays. Moreover, base on schema theory, customers’ clothing and purchase behavior cues are believed to arouse employees’ social status schema and pre-purchase intention schemas respectively, and make employees to have a perception on customers’ social status and pre-purchase intention, and therefore have different positive emotional expressions on different customers. Employees’ perception on customers’ social status and pre-purchase intention are believed to play mediator roles in those processes. This study examined the 93 face-to-face interactions between employees and customers in the department store cosmetics section. Results showed customers’ clothing and purchase behavior cues are positively related to employees’ positive affective displays, as predicted. In other words, the more dignity the customer dressed or the more purchase behaviors he/she displayed, the more positive affective displays the employee showed. However, the mediator roles of employees’ perceptions on customers’ social status and pre-purchase intention were not found in the research. Over all, part of hypothesizes are predicted. The results have both theoretical and practical contributions to emotional expression research and social cognitive research.

面臨現今資訊爆炸的年代，經常可以看到廠商透過報章雜誌、電視廣告、網路媒體與粉絲團發送廣告訊息，過去理論與研究發現，專注在品牌權益的公司能夠因為打造了一個強勢的品牌，帶給企業更多的附加價值，亦能夠確保消費者在消費相同產品時較穩定可靠的特色、利益及品質。 本研究以質化研究方法為主，透過深度訪談的方式與次級資料之應用蒐集個案公司相關資訊，並採用Keller(1993)提出的顧客為本品牌權益模型(CBBE)之打造強勢品牌四個步驟為主，以行銷方案執行分析為輔，進行品牌權益打造之分析，最後歸納出結論並給予建議。 研究發現個案公司在品牌覺察的廣度有待加強，在社群的經營上面也乏善可陳，這樣會使得消費者在現今網際網路的時代，因為網路上眾多的資訊，減少了消費者接觸產品資訊與廣告，使品牌共鳴的效果無法有效達成。 而本研究提供以下四點建議給予個案公司做為參考，以提高品牌共鳴： 1. 建構更高的品牌辨識：加強品牌覺察廣度，投入資源教育消費者，與教育機構合作以產生更高的共創價值。 2. 經營品牌社群：投入資源加強社群網站經營，讓粉絲能夠有互動的空間。 3. 共同品牌槓桿借用輔助聯想：與形象良好的品牌聯名推出新款油漆。 4. 贊助體育賽事、活動或是團隊：台灣體育活動風行，可以在體育賽事、團隊給予贊助，提高品牌知名度與建立良好形象。 / We are experiencing an explosive growth of information nowadays. Consumers are overwhelmed by a vast array of information and are more likely to switch away the brands they used. Theories and past studies have found out that companies focusing on brand equity building can bring more added values to both company and consumers. This research tries to use the CBBE (Customer Based Brand Equity) model by Keller (1993) and marketing strategy performance analysis to analyze the brand equity of Dulux Taiwan. The research was conducted by qualitative methods, in-depth interview and secondary data analysis. In the end, the research concluded practical advice to Dulux for reference. According to the result, Breadth of Dulux brand awareness and operation of social media needs to be strengthened. Excessive amount of information on the Internet leads to low-contact between product information and advertising with consumers. As a result, the brand resonance effects cannot be effectively reached. The following are four suggestions concluded by this research as reference to Dulux: 1. To Construct higher brand recognition: Strengthen breadth of Dulux brand awareness by investing resources to educate consumers and may consider co-creating with education institutions. 2. To manage on-line brand community: Enhance the interaction with consumers by increasing investment to operate the social media. 3. To leverage secondary brand associations—Co-branding: launch new products with high reputation companies. 4. To sponsor sports events, activities or team: Because of the enthusiasm for sports activities in Taiwan, sponsorship is a good way to increase brand awareness and establish a good image.

台灣連鎖藥通路已逐漸轉型為複合式藥局，除了購買處方藥以外，現今藥局銷售商品種類眾多且逐漸成為社區商店之型態，讓民眾一次性購足藥品、化妝品、食品及生活日用品等。顧客於門市消費後累積了大筆的顧客會員銷售資料，本研究結合大數據資料採礦之技術，應用在顧客購買行為與行銷策略之間的相應關係，並藉此了解顧客在藥局通路的消費型態，進而衍生出符合顧客需求的行銷組合方案。 本研究藉由台灣某家連鎖藥局的銷售時點情報系統(POINT OF SALE, POS)資料分析顧客會員之購買行為，依據會員之購買日期、購買品項、購買金額等，應用資料採礦分析方法，先利用RFM模型分析顧客價值群的特性概況，再利用APRIORI演算法針對該連鎖藥局的八大類別商品銷售資料探討顧客會員購買產品的關聯規則，依照結果衍生出不同的商品銷售組合，並在門市執行有效的行銷策略以提升營業額。最後，依據研究結果對該家連鎖藥局提供銷售的策略及建議，作為該連鎖藥局業者後續經營之參考。 / The development of the domestic pharmacies in Taiwan has influenced by the government policy and logistics. Gradually, the traditional pharmacy had been replaced by the chain pharmacies to face the demands of products variety, customized and the consumer information. The members' purchase behaviors were analyzed in this study through the Point of Sale(POS) data from chain pharmacy headquarters. The purchase behaviors of the pharmacy members were analyzed based on purchase date, purchase item, amount of purchase etc. First, data regarding customer purchasing records are collected and widely known RFM model is used to evaluate the value for each customer. Second, an association rule mining tool, the Apriori algorithm, is used to analyze the relationship between customer purchasing records and products, to obtain hidden and useful purchasing rules for each product category. The association rules obtained can help the decision managers plan their new cross-selling strategies for products in future.

採購作業在企業營運過程中扮演著重要的環節，若企業可取得有利原物料成本，將可有效提升企業競爭力。企業為確保採購作業優勢，通常希望找尋更多供應廠商，以期從中取得市場最低價格之原物料。 在1990年代網際網路(Internet)與全球資訊網( World Wide Web)的出現後，買賣雙方的交易行為開始透過電子商務(Electronic Commerce)進行交易，以降低採購作業溝通處理。企業為擴大詢價來源，電子商務更發展為多家買方(採購商)對多家賣方(供應商)的B2B電子交易市集(E-Marketplace)。B2B電子交易市集發展至今，台灣企業使用B2B電子交易市集的情況始終不普及。台灣企業在面對全球市場的競爭，台灣企業是否可更有效的運用B2B電子交易市集來進行採購作業，該如何提升B2B電子交易市集的價值，協助台灣企業營造良善的採購環境及提升競爭力，為本論文的研究動機。 在探討過去研究文獻、訪談電子製造業及醫療產業廠商及針對B2B電子交易市集經營廠商平台進行比較後發現：不論買方(採購商)或賣方(供應商)都認為B2B電子交易市集應提供透明、方便及快速有效的交易環境，系統功能應具電子型錄、詢報價、訂購、帳款及電子發票等功能，會員數愈多愈好並應確保會員資質、提供24小客服服務與顧問諮詢服務、重視交易可信任度、操作介面應具親和性、重視系統穩定性、系統安全性、資料正確性及合理計費標準，以期透過B2B電子交易市集，可降低買賣的交易成本與增加雙方的獲利能力。 為提升買賣方對B2B電子交易市集價值的認同感，建議本論文研究個案F平台可朝透過雲端、開放資料(Open data)、大數據(Big Data)的運用並朝下列幾點發展，以協助企業提升競爭力：(1)營造專業採購交易平台。(2)增加主動交易媒合功能。(3)運用交易數據資料，創造新主動提醒訂購功能、增加會員資質分級管理制度、提供交易指標參考數據等構面發展。 最後，在資訊科技技術不斷的推陳出新，各技術運用也日漸普及。因此，建議未來針對B2B電子交易市集研究方向，可朝如何運用各項資訊科技(如物聯網Internet of things)，整合買賣雙方及往來關係者資源(如政府、銀行、物流業者等資訊)並朝向智慧化發展，以提供買賣雙方更透明、更便利、更快速交易環境。 / Procurement practices play an important part in the process of business operations. If companies can achieve lower material costs, this will effectively enhance their competitiveness. To ensure the advantages of procurement, it is often desirable for companies to find more suppliers in order to obtain the lowest prices from them. In the 1990s with the emergence of Internet and World Wide Web (WWW), transactions between buyers and sellers started trading through electronic commerce to reduce the procurement communication and negotiation process. In order for companies to expand their sources of the market prices, e-commerce has been developed into a B2B E-marketplace with multiple buyers and sellers. In Taiwan companies, the use of the B2B E-marketplace services, as they have been developed so far, is not always popular. Therefore, the motivation for this study is to provide Taiwan companies with a more efficient method to use B2B E-marketplace services when undertaking procurement activities, and enhance the value of the B2B E-marketplace to help Taiwan companies create a better procurement environment and improve competitiveness when they face global competition. After reviewing the previous studies in literature and interviewing the electronic manufacturing industry, the medical industry, and the B2B E-marketplace industry, I find that buyers and sellers think that the B2B E-marketplace should provide a more transparent, more convenient, more efficient, and fast trading environment, have a function with the electronic catalog, quotation and ordering system, accounts and electronic invoices, etc., have a function to attract more members and ensure their records, offer a 24-hour customer and consultant service, create a user-friendly interface, and value the trustworthiness of the transaction, the system stability and security, the data accuracy, and the reasonable fee standard in order to reduce transaction costs and increase profitability for both parties. In order to enhance the value of identity of the buyers and sellers of the B2B E-marketplace, it is recommended that the case F platform of the study be conducted through the use of the cloud, open data, big data, and following the following points to help companies enhance their competitiveness: (1) to create a professional procurement trading platform (2) to increase the active trading and the matchmaking probability (3) to use the transaction data to create a new order function with an active reminding system, increase a management function with a membership grading system, and provide transaction indexes and reference data. Finally, we know that information technologies continue to innovate and the use of any new technologies has also become increasingly popular. Therefore, for the future research in the B2B E-marketplace, it is recommended that we can use various information technologies such as the “Internet of Things”, to reassemble buyers, sellers, and other partners such as government, banking, and logistics industry involved in the transactions, and develop the wisdom to provide buyers and sellers with a more transparent, more convenient, and fast trading environment.