Co-creation, Experiential Value and Brand Resonance Pyramid
| Autor: | Chieh-Ju Wu, 吳婕茹 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Owing to the development of Internet and online social network platform such as Facebook and Instagram, the marketing and the process of value creation is changed. Customer is much more powerful than before by using search engine and online social platform in their daily life, which affects the business model of companies and the competition in the environment nowadays. In recent 10 years, there are many scholars proposed the viewpoint of customer-centric. Only when the company focus on customers, the company could gain the sustainable competitive advantage （Prahalad and Ramaswamy, 2004. Customers now are not only ask for the good quality of products and service, but also care about experiential value was carried from consumption. Co-Creation is one of means to create customer value that can help companies to gain competitive advantage. Now, there are a lot of international brands have use Co-creation concept in the marketing and make a great performance. However, although more and more the related researches pop out because of the rise of Co-creation in business, there are a little discussion of the implied meaning or virtual content of it. Most of researches are focus on the explanation of the Co-creation concept or the reason and background of its rise. Therefore, this paper main focus on this insufficient and improve it. This article concluded the success factors of the successful Co-creation by means of analyzing three cases and found out that recurrent Co-creation can maximize the company’s profit. In the end, this article developed a recurrent Co-creation model to give a guideline for a company to implement Co-creation process. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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