幸福品牌策略經營之研究-以京華鑽石為例

Abstract

經營品牌是一條漫長之路，永續經營需要不斷提升服務模式。品牌理念將幸福架構轉化成為品牌人員溫度式服務，也就是創造顧客的幸福。創造幸福除了增進品牌團隊凝聚力，更深耕經營顧客關係方式。因此，本研究者把品牌經營觀察現象做為研究背景動機，經由文獻研究，找出打造品牌策略關鍵要素，將理念價值觀與行為表現模式作為研究。透過品牌理念價值觀傳遞與品牌形象構面，以半結構式訪談方式進行管理者、執行者、顧客三種面向深入訪談，探索品牌理念在企業經營帶來品牌形象改變與成效，訪談時著重顧客服務案例進行驗證。品牌人員透過顧客購物動機轉為客製化服務，以情感連結找到能夠成為顧客感動關鍵原因。品牌人員與顧客對話隨著時間帶來不同層次對話，產生出不同情感堆疊像是情感連結、感同身受、情感共鳴，更表示創造溫度品牌是需要時間與空間。為了讓幸福感不侷限儀式化呈現，更鼓勵幸福於前，也就是顧客未消費前就能感受品牌魅力產出認同感進而有機會讓顧客消費。品牌透過服務建構情感模式讓顧客對品牌印象帶來正面評價。本次研究發現品牌的利他精神，讓企業員工與顧客都構成影響力，無論是經營家庭關係、工作成就感與人際關係皆有正向幫助同時解生命意義。建議品牌需加速整體品牌理念貫徹與訓練，讓創造幸福服務調整成一致性，創造出每間店不同團隊風格，研究者對品牌經營幸福感模式有其貢獻與發現將助於其他產業效仿借鏡，更期望能對企業推動品牌策略有實質幫助。It may take years to build and manage a brand, whereas sustainable management depends on evolutions of the service model. The brand concept helps to transform the structure of happiness into a warmth-oriented service that increases customer happiness. Creating happiness can not only improve team cohesion, but serves as a way to maintain long-term relationships with customers. For that reason, the author was motivated to do the research based upon observation of phenomena, and then identified the key factors contributing to branding strategies through integration of literature review. These key factors are: a brand’s business values and behavioral models. By conveying business values and restructuring the dimensions of brand image, followed by semi-structured in-depth interviews with managers, implementers, and customers, this study effectively explores how a brand’s business values bring about changes in brand image and improve corporate management. Examples of customer service had been verified during interviews. A brand representative provides customized service to a specific customer once the customer’s buying motive is known, and then discovers the key factors that arouse the customer’s emotions via emotional connection. With differing levels of conversations between brand representatives and customers taking place, different levels of emotional expansions, such as emotional connection, empathizing, or emotion resonance, are made over time. It becomes clear, therefore, that building a brand that is perceived to be warm takes time and space. To disconnect a sense of ritual and a sense of happiness, and to boost happiness in customers before purchasing, as customers feel the brand’s charm and identify with the brand before consumption, this study suggests that a brand constructs an emotional model through service so that customers form a positive impression about the brand.The present study also discovers that brand altruism exerts an influence on the company’s employees and customers alike. This positive influence helps them to manage their family relationships, achieve success in the workplace, develop cordial relationships with people, and come to better understand the meaning of life. Recommendations are: brands should facilitate the implementation of their business values and offer related training, in order to achieve consistency in creating happiness services while ensuring different work styles at different branch stores. The author has contributed toward discovering a happiness model for brand management in hopes of serving useful reference for other industries and providing actual help for companies wishing to create a brand strategy of their own.