| Summary: | 碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士在職專班 === 102 === The characters of mobile commerce can be created multiple innovation ideas. Many enterprises attach importance to have Apps on business, especially brand marketing which is high capital. The consumer behavior is changed by mobile App that is a chance of enterprise marketing strategy on multiple devices and screens except website. (Yee, 2011) In this study that is using Value Compass Theory (Robert Edwin Wayland & Cole, 1997) to explore enterprise strategy orientation on mobile App.
There are four cardinal points which are the framework of Value Compass Theory including Customer Portfolio Management, Value Proposition Design, Value-added Role, Reward and Risk Sharing. (Robert Edwin Wayland & Cole, 1997) It is following A.H.P. Method (T.L. Saaty, 1980) to design questionnaire. The questionnaire samples are all enterprise managers.
After data analysis, the inference is as follows: First of all, managers agree with enterprise App that is the most important tool on increasing new customers. Second, they think that the value of App is more valuable to describe product knowledge and brand identity. Third, they agree with that the App services VIP member for total solution, especially financial industry. Finally, they agree that it could be extended offer by group if users like the enterprise App service.
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