家居拖鞋行銷策略訂定之研究─創新用途理論觀點

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Title:	家居拖鞋行銷策略訂定之研究─創新用途理論觀點
Authors:	李軒銘;Lee, Hsuan-Ming
Contributors:	高階主管企管碩士班
Keywords:	家用拖鞋;Jobs-to-be-Done (JTBD) 理論;創新;ODI(Outcome-driven innovation)策略;household slipper;Jobs-to-be-Done (JTBD) theory;innovation;ODI (Outcome-driven innovation) strategy
Date:	2023-05-11
Issue Date:	2024-09-19 16:13:46 (UTC+8)
Publisher:	國立中央大學
Abstract:	這篇論文研究了Jobs-to-be-Done (JTBD) 理論在家用拖鞋市場批發商發展策略中的應用。它重點關注消費者和渠道購買因素，例如供應商産品質量、存貨數量、渠道間產品差異性、ESG議題、輔銷資源、具創新的產品以及購物體驗，還有末端使用者在乎使用情境，如：保持足部乾爽、避免腳底髒污、受定價而影響的價值感…等。結論是，許多台灣中小企業依賴合同生産以降低成本，並忽視了理解市場作爲創新的基礎。 JTBD 框架幫助公司全面且多維度地觀察市場，鼓勵對看似基本的産品的不同思考和創新。在這種情况下，應同時考慮通路採購的需求以及消費者使用情境，分析找出其需求(Jobs)和完成需求後期望得到的結果(Outcome)，在進行機會分析，最後找出ODI(Outcome-driven innovation)策略。;This paper studies the application of Jobs-to-be-Done (JTBD) theory in the development strategy of wholesale dealers in the household slipper market. It focuses on consumer and channel purchasing factors, such as supplier product quality, inventory quantity, product differentiation between channels, ESG issues, auxiliary sales resources, innovative products and shopping experience. It also includes end-users’ concerns about usage scenarios, such as keeping feet dry, avoiding dirty soles, value perception affected by pricing, etc. The conclusion is that many small and medium-sized enterprises in Taiwan rely on contract manufacturing to reduce costs and ignore market understanding as the basis for innovation. The JTBD framework helps companies observe the market comprehensively and multidimensionally, encouraging different thinking and innovation for seemingly basic products. In this case, both channel procurement needs and consumer usage scenarios should be considered at the same time. Analyze and find out their needs (Jobs) and the results they expect to get after completing the needs (Outcome), conduct opportunity analysis, and finally find out the ODI (Outcome-driven innovation) strategy.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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