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Les transformations du secteur de l’assurance : les grands groupes à l’épreuve des assurtech / Jasmine GUARINI / 2021
Titre : Les transformations du secteur de l’assurance : les grands groupes à l’épreuve des assurtech Type de document : Mémoire Auteurs : Jasmine GUARINI, Auteur Année de publication : 2021 Importance : 72 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
ASSURANCE ; TECHNOLOGIERésumé : Ce sujet permet d’étudier la transformation digitale des entreprises et les enjeux que cela implique. Il sera intéressant de voir comment des start up se positionnant uniquement sur le canal online parviennent à gagner des parts de marchés et séduire les consommateurs. Ce mémoire sera tourné vers les consommateurs ce qui permettra de mieux cerner leurs attentes, leurs choix, et leurs comportements d’achat vis à vis de leur assurance. La problématique est également intéressante car il s’agit d’un sujet d’actualité et d’une question que se pose réellement les grands groupes d’assurance. Ce mémoire permettra dans un premier temps de faire un état des lieux du marché des assurances et du contexte de digitalisation. La revue de littérature de ce mémoire porte dans un premier temps sur les grandes entreprises du secteur et le comportement des consommateurs, nous verrons où en est la digitalisation et quelles sont les caractéristiques du secteur et de la clientèle puis dans la deuxième partie, les insurtech seront à l’honneur et nous verrons quelles sont les technologies utilisées et à quels objectifs elles répondent.
Ensuite, une enquête menée auprès des consommateurs apportera des
informations issues du terrain directement et permettra de valider nos hypothèses
de départ. Nous mènerons une analyse quantitative basée sur un questionnaire
composé de deux axes d’analyse : les critères de sélection de l’assureur et les
assurtech.Programme : MS Marketing & Data Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539116 AR Customization on Customer Experience in Automotive Market / Alexis DUCOULOMBIER-HERPIN / 2020
Titre : AR Customization on Customer Experience in Automotive Market Type de document : Mémoire Auteurs : Alexis DUCOULOMBIER-HERPIN, Auteur Année de publication : 2020 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
AUTOMOBILE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIEL ; TECHNOLOGIERésumé : The use of Augmented Reality has been increasing in recent years, and recently it has become part of people's daily lives, during their customer experiences with certain brands or companies. The automotive industry is becoming more complex and needs to renew itself. The development of product customization and the importance of customer experience are key factors in the continuity of an automotive group's performance. Augmented reality can leverage both factors. An in-depth study on a sample of customers has allowed to explore the benefits of a vehicle customization via augmented reality in the customer experience and to identify implementation recommendations. The search for fun and utility found the types of use of the technology by benefiting from its technical and sentimental interest. It allows to meet the expectations of sensorial, practical, testing and the link between the imaginary and the real. The benefits of customization with augmented reality are important, both on the product and customer experience and on the brand image that emerges from it. However, there are some notions of implementation that allow these two factors to be perfectly efficient, such as its place in the customer journey and its availability in showrooms. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529826 Augmented reality as a tool of storytelling for luxury brands / Kenza ESSAFI / 2020
Titre : Augmented reality as a tool of storytelling for luxury brands Type de document : Mémoire Auteurs : Kenza ESSAFI, Auteur Année de publication : 2020 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
PRODUIT DE LUXE ; TECHNOLOGIE ; MARQUERésumé : Digitalization leads luxury brands to rethink themselves. They must differentiate themselves from the competition in order to maintain the gap between them. New disruptive technological tools like augmented reality (AR) start to be used by the luxury sector but all of their possibilities and effects are not totally explored. To be relevant, luxury brands must identify what AR could bring to them according their model and their strength.
As storytelling is one of their strength, I conducted a qualitative study to determine if enhancing luxury brands storytelling with an AR experience could be a relevant use of AR in this sector. The results show that AR allows to increase emotions when it comes to tell stories and it helps individuals to keep a brand in mind. People who are sensitive to the luxury sector think that it could really have a positive impact on interest for the brand. However, it is important to preserve the DNA of luxury brands when designing an AR experience. Users could be destabilized by the proactive part of an AR experience for a luxury brand which conflict with the passive aspect of being a luxury products consumer.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529828 Augmented reality : brand predisposition in the cosmetic industry / AYOOB, LINA / 2020
Titre : Augmented reality : brand predisposition in the cosmetic industry Type de document : Mémoire Auteurs : AYOOB, LINA, Auteur Année de publication : 2020 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COSMETIQUE ET PARFUMERIE SECTEUR ; INNOVATION ; TECHNOLOGIERésumé : Augmented reality is increasingly seducing cosmetic companies and AR devices spread so much that we can now talk about “augmented beauty”. Through this technology, beauty brands aim to reinforce the image and their customer relation, boost the online ex-perience and increase the conversion rate. But should all cosmetic brands use AR? And are they all equal in front of this technology? The study reveals that no. A similar AR experience involves different types of reactions, the experience appearing more or less surprising, rele-vant, positive or deceptive from a brand to another. This vary according to the type of brand personality, universe, positioning or the habitual actions of the brand. AR experience and brand affect the value of each other. Perceived as a useful, innovative, playful and accessible tool, AR seems to fit better some brands than others. Actually, it can be observed that the higher the brand level of range is, the lower AR is perceived as consistency and adapted. In this way, AR appears as perfectly matching accessible, affordable and mass-targeting brands, and brand having a young, trendy and digitized personality. In this way, what about luxury brands for which the terms “unexpected”, “inconsistent” and “irrelevance” mostly qualify the association AR/brand? But this dissonance due to the traditional values of rarity, exception and accessibility can be exceeded. Some luxury brands succeed in breaking the cleavage that oppose young and traditional brands, and make customers positively receive their digital actions. This highlight that the use of AR by these brands must be differently anticipated and framed by particular conditions. Moreover, a customer understanding is observed concerning luxury brands’ intention which aim to be more contemporary. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529140 Augmented reality experiences in tourism / Gabriel SPRAUEL / 2020
Titre : Augmented reality experiences in tourism Type de document : Mémoire Auteurs : Gabriel SPRAUEL, Auteur Année de publication : 2020 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
TOURISME ; TECHNOLOGIE ; VOYAGE ; INNOVATIONRésumé :
Augmented reality technology has been on the rise for years now. We’ve noticed its development in many fields of our economy: in the industry, with commercial and manufacturing purposes, in science to help for instance surgeons better execute their surgeries, or even for learning purposes in the educational field. The tourism sector has also been impacted by this new technology and has welcomed a wide range of new experiences using augmented reality. They have an impact on the way people are now discovering new places and on the way they are learning in cultural areas.
This paper studied how augmented reality experiences are impacting the way people are today travelling, what they are seeking when using such new technology and the impact it can have on their global tourism experience. The qualitative study conducted underlined the fact that, if this technology is really enjoyed by its users, yet it remains still pretty new and improvements are already required. It shows also that brands and main actors in the tourism industry must have a great overview of the traveler’s marketing experience and expectations when traveling, taking in consideration for instance the need of connectivity and personalization the traveler has, by not only focusing on this very new pleasant tool that is augmented reality.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529806 Augmented reality, a new awareness-raising lever for great causes ? / Clara MICHAUD / 2020PermalinkBlockchain: Threats, Challenges and Opportunities for the States - The Chinese Case / Thomas BELAUD / 2020PermalinkLe bouleversement de la fidélisation client via les nouvelles technologies / Jean-Baptiste WOJCIAK / 2020PermalinkCan the new technologies help to dynamise the image of horse racing and attract new consumers / Anaïs IZAAC / 2020PermalinkCOMMENT LES INSURTECHS PEUVENT-ELLES DISRUPTER LE SECTEUR DE L’ASSURANCE EN FRANCE ? / Arthur GIGON / 2020PermalinkConsumer Resistance and Cloud Gaming / Corentin REUNGOAT / 2020PermalinkDoes socail media networking (e-wom) influence a brands significance toits audience ? / Kimberly Sunshine RASTO / 2020PermalinkEmotion and Consumer Behavior / Benoit PIROTAIS / 2020PermalinkFrom the emergency of the video game industry to the propagation of new musical composition / Chilpéric LAPIERRE / 2020PermalinkGamification through Augmented Reality in the tourism industry / Marine VUILLEMIN / 2020Permalink
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