In today's era, mobile phones have become one of the daily necessities for everyone in the global society. In the history of the mobile phone market, the explosion of the Galaxy Note 7 mobile phone launched by Samsung Group has caused a great negative impact on the Samsung brand. The 4C framework of strategic marketing, which is a theoretical point of view of transaction costs, is suitable for analyzing marketing methods. Therefore, in order to understand the various costs that Samsung and consumers will have to pay in the future, this study uses the 4C framework of strategic marketing for case analysis. Research results: 1. C1-explicit unit benefit cost: In order to enhance competitiveness and market share, Samsung reduced a lot of time costs, which instead led to explosions, making disaster cost losses unpredictable. 2. C2-Information search cost: After the bombing, Samsung faced attacks and criticisms from various parties, and Samsung and consumers could not achieve information equality when dealing with the incident, which in turn affected the rights and interests of consumers and improved information search transaction costs. 3. C3-Cost of Moral Crisis: Although Samsung immediately provided many remedial strategies, it has not eliminated the explosion of the Galaxy Note 7, so that consumers' trust in Samsung has never been improved, and consumers can no longer trust Seller's products and services. 4. C4-Exclusive falling into cost: After the Samsung incident, Samsung users originally owned high-value exclusive assets. It will become worthless, so in order to retain the value of these exclusive assets, the buyer has to continue to maintain a transaction relationship with the seller.
摘要 2
第一章 緒論 7
第一節 研究背景與動機 7
第二節 研究問題與目的 10
第二章 文獻探討 11
第一節 策略行銷4C架構 11
(一)C1外顯單位效益成本 14
(二)C2資訊搜尋成本 16
(三)C3道德危機成本 18
(四)C4專屬陷入成本 20
第三章 個案 22
第一節 公司簡介 22
第二節 個案介紹 24
第四章 個案4C策略架構分析 37
第一節 C1-外顯單位效益成本 37
第二節 C2-資訊搜尋成本 41
第三節 C3-道德危機成本 45
第四節 C4-專屬陷入成本 49
第五章 結論 50
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