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題名:殯葬禮儀商業模式之價值主張剖析:以龍巖禮儀為例
作者:李志雄
作者(外文):Chih–Hsiung Lee
校院名稱:國立雲林科技大學
系所名稱:企業管理系
指導教授:俞慧芸
學位類別:博士
出版日期:2018
主題關鍵詞:殯葬禮儀服務商業模式價值主張內部行銷紮根理論funeral servicebusiness modelvalue propositioninternal marketinggrounded theory
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殯葬產業面臨激烈競爭及消費者意識的抬頭,經營者必須就目標顧客的需求設計商業模式,並透過價值傳遞過程,達到價值創造的最終目標。因此,研究企業與顧客價值如何共創,考慮企業價值主張與顧客的實際需求,適配的一致性極為重要。有鑑於此,本研究採用商業模式觀點,探討殯葬禮儀公司之價值主張傳遞過程以進行價值創造。
本研究採個案訪談法,與八位龍巖集團資深禮儀主管深度訪談,再以紮根理論方法進行個案分析。結果發現:龍巖集團透過內部行銷,傳達服務價值和企業理念予第一線禮儀人員,並藉由關鍵活動:卒、殮、殯服務流程,提供顧客殯葬服務過程之優質產品和服務、提供痛點解方,進而創造獲益引擎。
在「卒」階段提供生前契約、會館服務和暢通的申訴管道,以透明化的產品和服務,讓顧客心理安定與信賴,並推動殯葬自主理念;在「殮」階段中,禮儀師專業的禮體淨身服務,透過體貼與溫馨的程序引導,創造感動的服務價值,並傳遞正向的生命教育;在「殯」階段中,以SFA治喪協調軟體,統一治喪流程和建置ERP系統,執行物料下單作業,在儀式前充份溝通和說明,形塑高素質的奠禮執行內涵。
The death care industry faces fierce competition and rising consumer awareness. The operators have to design a business model that caters for their target customers’ needs, and achieve the purpose of value creation through a value delivery process. It is, therefore, of great importance to study how to create values for both enterprises and customers and how to match the value propositions of enterprises with the actual needs of customers. The business model was used in this study to discuss value proposition delivery and value creation. Consequently, this study utilized in-depth interviews with seven senior funeral directors. Then, case analysis was conducted based on the Grounded Theory. The findings show that Lungyen Group delivered its service value and corporate philosophy to morticians through internal marketing. It was observed that the same company makes profits by providing quality products and services to customers in key activities of “death”, “encoffining” and “funeral” and by offering solutions for customers’ specific needs. At the stage of “death”, it was noted that the Lungyen Group provides services such as pre-death contracts, and complaint channels. At the stage of “encoffining”, funeral directors provide cleaning of the remains, during which they deliver values by being considerate with the needs of the customers, by delivering warm service, and by offering a positive life education. At the stage of “funeral”, it was found that the software SFA is used to regulate the funeral process, and the ERP system is used to execute material management. At this stage, good communication and understanding are achieved before the ritual starts, which shapes the quality of the whole funeral service.
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