從關係行銷看台灣自創品牌雜誌：如何創造並提升新的顧客價值

Abstract

本研究探討台灣自創品牌雜誌如何透過關係行銷策略提升顧客價值並建立長期競爭優勢。隨著數位媒體崛起及消費者行為變遷，傳統雜誌市場面臨諸多挑戰，自創品牌雜誌必須強化顧客關係以提升市場競爭力。本研究以 E 雜誌為個案，通過文獻探討、深度訪談與個案分析，對關係行銷四大核心構面——顧客吸引與深度互動、高品質服務、信任與承諾、長期價值傳遞——進行分析。研究發現，自創品牌雜誌可透過專屬會員制度、VIP 活動、個性化內容及數位互動，增強顧客參與與品牌忠誠度；藉由高品質編輯內容與體驗式行銷，提升顧客感知價值；同時建立信任並促進長期承諾，鞏固品牌社群並增強顧客終身價值。進一步，本研究指出，成功的品牌雜誌需兼顧市場定位與創新內容，並運用數位科技與社群經營提升品牌黏著度。本研究對學術界的貢獻包括補充了關係行銷在自創品牌與媒體產業中的應用，並實證化其四大構面，拓展了顧客參與與品牌忠誠等概念的研究範疇。透過品牌忠誠與顧客價值的關聯分析，本研究驗證了關係行銷在提升品牌權益及服務品質中的重要性。此外，本研究提供了在數位轉型背景下，台灣時尚與媒體產業重新思考顧客關係經營策略的具體建議，特別是在提升品牌內容價值、促進顧客互動與建立品牌信任方面。未來研究可探索關係行銷在跨產業中的應用，並進一步深化顧客價值的相關研究，為數位轉型過程中的品牌策略提供新的視角。This study explores how Taiwan’s self-created brand magazines utilize relationship marketing strategies to enhance customer value and establish long-term competitive advantages. With the rise of digital media and shifts in consumer behavior, the traditional magazine industry faces numerous challenges. Self-created brand magazines must strengthen customer relationships to improve their market competitiveness. Using E Magazine as a case study, this research conducts literature review, in-depth interviews, and case analysis to examine the four core dimensions of relationship marketing—customer attraction and deep interaction, high-quality service, trust and commitment, and long-term value delivery.Findings reveal that self-created brand magazines can enhance customer engagement and brand loyalty through exclusive membership systems, VIP events, personalized content, and digital interaction. High-quality editorial content and experiential marketing boost perceived customer value. Furthermore, building trust and fostering long-term commitment help solidify brand communities and increase customer lifetime value. The study also emphasizes that successful brand magazines must balance marketpositioning with innovative content, leveraging digital technology and social media management to enhance brand stickiness.Academically, this research contributes by extending the application of relationship marketing to self-created brands and the media industry, empirically validating its four core dimensions, and broadening the scope of studies on customer engagement and brand loyalty. Through analyzing the connection between brand loyalty and customer value, this study affirms the importance of relationship marketing in enhancing brand equity and service quality. It also offers practical recommendations for Taiwan’s fashion and media industries to rethink customer relationship strategies in the context of digital transformation—particularly in terms of enhancing brand content value, promoting customer interaction, and building brand trust. Future research may further explore the cross-industry applications of relationship marketing and deepen studies on customer value to provide new perspectives for brand strategy during digital transformation.