| 課程編碼 Course Code | 中文課程名稱 Course Name (Chinese) | 英文課程名稱 Course Name (English) | 總學分數 Credits | 總時數 Hours |
|---|---|---|---|---|
| 3724016 | 價值行銷 | value Marketing | 3.0 | 3 |
| 中文概述 Chinese Description | 本課程係研析公司現有市場或潛在市場的顧客，致使買者滿足期望和獲得更多產品或服務的價值問題。價值行銷鏈不同於波特的價值鏈，它是推動組織對顧客友善的策略與程序，發展長期價值，以貢獻到組織。課程內容聚焦9項連結：(1)價值創造的原則；(2)價值行銷導向；(3)價值行銷策略；(4)建立品牌權益；(5)價值代替價格；(6)價值行銷鏈；(7)價值溝通與傳輸；(8)價值基準的網路行銷；(9)對上述步驟的結果評價。 | |||
| 英文概述 English Description | Value Marketing: the idea is that only when buyers expect and obtain more value than they have to pay for the product or service in question will they become and remain customers. The Value Marketing Chain differs from Porter's value chain in that it pull strategy and process to the customer closer and to the organization, to develop metrics to help value marketing's contribution, and to assess the effect of these strategies in developing long-term value for the organization. This course focus in 9 links: (1) Principles of value creation. (2) The marketing value driver. (3) Value-based marketing Strategy. (4) Building Brand Equity. (5) Pricing for value. (6) The value marketing chain (7) Value-based Communications and deliveries. (8) Value-based Internet marketing. (9) Evaluating the results of these steps. | |||
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