Creating Tangibility and Favorable Experience through Service Marketing：A Case Study of Ford Quality Care
Date Issued
2007
Date
2007
Author(s)
Chang, Wei-Chang
DOI
zh-TW
Abstract
With the lifting of the living standard and the emerging era of the service and knowledge economy in Taiwan, how to educate the companies the importance and potential of service businesses, create more room for small and medium size business to grow and to transform, and even to create the niche and added value to the traditional manufacturers will be a critical and meaningful task. This direction is also the area that the thesis would like to focus on.
This thesis has three study aspects: 1). Due to the nature of service and service business, it is very different from tangible products and manufacturers' production process because of the key factor---people; 2) By adopting the service marketing and its strategies in making intangible tangible, differentiation, experiential marketing, female marketing, and service innovation among products, process, and solutions, it could create significant value and returns in a longer term; 3) physical evidences of the selected Automotive Company’s case study has further proven the assumptions of the service marketing’s impact and effectiveness.
Subjects
服務行銷
差異化
有形化
體驗行銷
女性行銷
Service marketing
Differentiation
Tangibility
Experiential marketing
Female marketing
Type
thesis
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