首頁 / 雜誌 / 產業與管理論壇 / 201806 (20:2期) / 殯葬禮儀商業模式公司面價值主張剖析與內部行銷之探討
中文篇名

殯葬禮儀商業模式公司面價值主張剖析與內部行銷之探討 免費試閱

英文篇名

An Exploration on the Value Propositions of Business Model from a Funeral Service Company and Its Internal Marketing

作者

李志雄陳悅琴賴奎魁俞慧芸

中文摘要

當企業的產品對社會存在某些禁忌時,企業在滿足外部顧客之前,必須先透過內部行銷滿足其內部顧客之需求。殯葬禮儀服務業者提供服務時,通常面對家屬與顧客之親友的死亡,因此,業者必須確實建立其價值主張,並透過內部行銷傳遞價值主張給第一線的禮儀服務人員,確認其確實瞭解與認同公司的價值主張,以便確實傳遞予顧客。因此,本研究首先訪談個案公司禮儀主管,並採用紮根理論萃取該公司的價值主張。藉由營造企業文化認同與價值傳遞,透過人員聘雇、訓練與職涯發展、績效考核制度等內部行銷的觀點,將個案公司價值主張傳遞給第一線禮儀服務人員。最後,透過抽樣設計驗證第一線禮儀服務人員均能瞭解與認同紮根理論所萃取出個案公司面的價值主張。

英文摘要

When there are some taboos of a company’s products to the society, the company must meet the needs of its internal customers in advance through internal marketing before meeting the demands of external customers. Funeral service companies usually confront with their customers facing the death of their relatives, friends and families. Therefore, the company must has value propositions that are delivered to the front line staff through internal marketing in order to ensure that value propositions of the company are well known and understood so that they can fully deliver the value propositions of business model from a funeral service company to the customers. Hence, this study firstly interviews a company’s directors of the service department and gains the value propositions of the company by following the grounded theory. The company delivers the value propositions to the front line staff through internal marking methods such as creation of the company culture, spread of the values, employment and the t raining and career development of staff, as well as performance evaluation, etc. Finally, the authors adopt the sampling survey to verify whether the front line staff shares and understands the value propositions extracted by the grounded theory from the company.

關鍵詞

內部行銷商業模式紮根理論價值主張殯葬禮儀服務internal marketingbusiness modelgrounded theoryvalue ropositionfuneral service

刊名

產業與管理論壇

期數

201806 (20:2期)

起訖頁

032-062

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342018062002002  複製DOI   DOI查詢

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