紋繡產業顧客旅程之研究-以艾偲維娜公司為例

Abstract

隨著體驗經濟時代趨勢的來臨，再加上紋繡業面臨變革與洗牌，業者如何建立顧客旅程完善顧客經驗，以掌握市場契機，已成為紋繡業者不可避的發展。然而，面對紋繡業市場的激烈競爭與當前顧客對旅程體驗的日益重視，業者如何突破市場壓力與組織阻力，以確實轉型而利於全面競爭與整體成長，故而興起本研究。所以，本章首先對本研究之背景動機深入說明，並呈現本研究之方向目的，其次提出本研究預期對營運實務與研究學術之貢獻，以展現本研究投入之意義。所以，本研究不僅針對研究主體紋繡業的營運結構、發展現況與個案內外環境，以利本研究標的之掌握。亦是對體驗經濟、顧客旅程與制定改進方向等文獻進行深入探討，以益本研究架構與研究方式之奠定。基於術研究基礎後，更是分析紋繡業的個案公司處於當前體驗經濟下，對發展顧客旅程模式之關鍵重要因素，以促本研究結論與建議之展現。最後，本研究亦提出結論，個案公司乃處於體驗經濟時代與重視外貌環境的趨勢，且紋綉業激烈發展的氛圍，掌握握顧客旅程已是必然的競爭利器。而個案公司的營運能力，從其沿革成長、產業地位與行銷推廣等層面，接已是業界之翹楚。對於顧客旅程之進行策略、實務過程與接觸點管理等，亦是表現亮眼。然而，隨著體驗經濟與數位化發展，顧客旅程必然多樣化，且更需要更主動性與前端性的數位化設施。所以，本研究建議個案公司可從顧客旅程之1.深入流程面2.數位投資面兩方向積極投入。對於未來研究的建議可從1.研究資料的增加2.研究方法的改變3.研究方向的拓展投入。

With the advent of the Experience Economy and changes in the embroidery industry, establishing customer journeys and enhancing customer experience have become essential for market success. This study aims to explore how to overcome market pressures and organizational resistance in this competitive environment. It examines the industry's operational structure, development status, and internal and external environments to understand the research objectives.The study delves into literature on the experience economy, customer journeys, and improvement directions to build the research framework and methodology. A case study analysis identifies key factors for developing a customer journey model under the current experience economy. The findings highlight the importance of mastering the customer journey as a competitive tool in the embroidery industry.The case studios analyzed are leaders in their field, excelling in customer journey strategies, practical processes, and touchpoint management. However, with ongoing digitalization, customer journeys need to be diversified with proactive digital investments. The study recommends that case studios invest in in-depth processes and digital facilities. For future research, it suggests increasing data, changing methodologies, and expanding research directions.