根據2020年的統計調查結果，國人壽命已來到81.3歲，為歷年來最高，隨著壽命的增加，退休後的規劃一直是一個重要的議題。公職的薪水穩定、福利佳以及完善的退休金制度，使得每年報考公職的人絡繹不絕，公職補習班的競爭亦是十分激烈，察覺到自己有補習需求的消費者是如何進行品牌選擇的? 在市場上的大品牌握有大部分市占的狀況下，小品牌要用什麼方法進入消費者的購買決策評估之中?
過往研究發現，高產品涉入使消費者為規避購買風險而投入較多時間蒐集該產品及服務相關的資訊以進行購買決策的考量。而如何留下良好的口碑資訊以進一步影響消費者的購買行為則需要有良好的消費體驗為基礎，所以顧客決策旅程提出接觸點的概念來分析消費者在決策過程中能夠觸及到企業的每一個地方，以所有接觸點都能有完整一致的體驗為目標，協助企業優化其產品及服務的流程，提升整體的顧客體驗。
本研究的個案公司為一間新成立三年的小型國考補習班，在每年國考報考人數遞減的狀況下績效保有連續三年的成長。所以本研究著重在探討個案公司的行銷策略，並使用顧客決策旅程做為提升整以顧客體驗的工具，給出實務上的具體調整建議。

According to the 2020 statistical survey results, the life expectancy in Taiwan has reached 81.3, the highest in history. As life expectancy increases, retirement planning is always a critical issue. The stable salaries, good benefits and perfect pension system of public jobs have made an endless stream of people applying for public jobs every year, and the competition for public job cram schools is also very fierce. When the famous brands in the market hold most of the market share, what methods should small brands use to enter consumers' purchasing decisions?
Previous studies have found that high product involvement makes consumers spend more time collecting information about the product and service to make purchasing decisions to avoid purchasing risks. And how to leave good word-of-mouth information to further influence consumers' buying behavior requires a good consumer experience. Therefore, the concept of contact points is proposed in the customer decision-making journey to analyze that consumer can touch every part of the enterprise in the decision-making process. Local, with the goal of a complete and consistent experience across all touchpoints, helping businesses improve their service processes.
The case company in this study is a small-scale public service cram school that has been established for three years, and its performance has maintained growth for three years despite the decline in the number of candidates for the national exam every year. Therefore, this study focuses on exploring the marketing strategies of the case companies and uses the customer decision journey as a tool to improve the overall customer experience and gives specific practical suggestions.

審定書 i
摘要 ii
英文摘要 iii
第一章 緒論 1
第一節、研究動機與目的 1
第二節、產業概況 1
第三節、研究流程 7
第四節、研究限制 7
第二章 文獻探討 9
第一節、購買決策過程 9
第二節、顧客決策旅程 10
第三節、產品涉入 12
第四節、口碑行銷 13
第五節、小結 14
第三章 研究方法 16
第一節、個案研究法 16
第二節、資料蒐集 16
第四章 個案描述 19
第一節、個案公司簡介 19
第二節、市場區隔 19
第三節、思法人的行銷方式 24
第四節、小結 27
第五章 研究結果分析 30
第一節、A 類顧客的顧客決策旅程： 30
第二節、B 類顧客的顧客決策旅程： 32
第三節、優化接觸點的做法： 34
第六章 結論與建議 40
第一節、結論 40
第二節、建議 41
參考文獻 43

Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European journal of marketing.
Cheers編輯部. (2021). 線上學習上看 12 兆元商機. https://www.cheers.com.tw/article/article.action?id=5099811
Council, D. (2007). The Value of Design Factfinder report. https://www.designcouncil.org.uk/fileadmin/uploads/dc/Documents/TheValueOfDesignFactfinder_Design_Council.pdf
Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3(3), 96-107.
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of retailing, 84(2), 233-242.
Gu, B., Park, J., & Konana, P. (2012). Research note—the impact of external word-of-mouth sources on retailer sales of high-involvement products. Information Systems Research, 23(1), 182-196.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.
Knox, S., & Walker, D. (2003). Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets. Journal of Strategic marketing, 11(4), 271-286.
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran. In: edisi.
Krugman, H. E. (1965). THE IMPACT OF TELEVISION ADVERTISING - LEARNING WITHOUT INVOLVEMENT [Article]. Public Opinion Quarterly, 29(3), 349-356. https://doi.org/10.1086/267335
Laurent, G., & Kapferer, J. N. (1985). MEASURING CONSUMER INVOLVEMENT PROFILES [Article]. Journal of Marketing Research, 22(1), 41-53. https://doi.org/10.2307/3151549
Philip Kotler, K. L. K., Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan. (2007). 行銷管理:亞洲觀點. 華泰文化.
Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.
Son, J.-Y., & Kim, S. S. (2008). Internet users' information privacy-protective responses: A taxonomy and a nomological model. MIS quarterly, 503-529.
Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment [Article]. Psychology & Marketing, 17(9), 761-782. https://doi.org/10.1002/1520-6793(200009)17:9<761::Aid-mar2>3.0.Co;2-9
Yin, R. K. (2017). Case Study Research and Applications： Design and Methods. SAGE Publications, Inc.
古永嘉、楊雪蘭. (2017). 企業研究方法. 華泰文化.
考選部. (2021a). 公務人員考試法. Retrieved from https://wwwc.moex.gov.tw/main/ExamLaws/wfrmExamLaws.aspx?kind=2&menu_id=319&laws_id=5
考選部. (2021b). 專門職業及技術人員考試法. Retrieved from https://wwwc.moex.gov.tw/main/ExamLaws/wfrmExamLaws.aspx?kind=3&menu_id=320&laws_id=79
行政院主計處. (2021). 行業標準分類. Retrieved from https://mobile.stat.gov.tw/StandardIndustrialClassification.aspx?RID=10
思法人數位出版. (2022a). 思法人經營理念. https://senseoflaw.com/about.asp
思法人數位出版. (2022b). 課程介紹. https://senseoflaw.com/service.asp?in=270
思法人數位出版. (2022c). 課程介紹(衝刺班). https://senseoflaw.com/service.asp?in=275
智基科技開發股份有限公司. (2021). 股東會年報. http://www.tekom.com.tw/pages/investors_09.htm
黃俊英. (2011). 行銷管理：策略性的觀點. 華泰文化.
潘明全. (2010). 支付機制及購物情境對購買意願的影響-以產品涉入為干擾變數. 行銷評論, 7(1), 25-50.
羅凱揚、蘇宇暉、鍾皓軒. (2021). 最強行銷武器 - 整合行銷研究與資料科學. 碁峰.