林百貨飢餓行銷策略對顧客消費行為之影響

隨著這個時代的變遷，社會意識形態與科技發展的改變，企業為了提高獲利，降低成本，無所不用其極地想盡了各種形式的行銷手法。而如何取得具創新、創意以及成功創造商機的任何契機，取決於企業所使用的企劃內容與行銷手法最為重要。而台南林百貨【另稱五棧樓仔】如何從服務觀光與古蹟維護之間，達到顧客需求與平衡點，選擇最好績效活動或企劃，以讓總成本降至最低，並擄獲顧客的心，進而製造顧客忠誠度與滿足期待，這是值得探討的問題。本研究運用文獻探討，以了解飢渴性行銷之策略及應用之社會衝擊，同時掌握消費者對於文創之觀念與看法。透過個案分析法，探索飢餓性行銷之手段或方法，並且分析體驗行銷與飢渴性行銷策略影響顧客之關聯性。最後，以服務設計顧客缺口之角度，探討林百貨之飢餓行銷手段，進而影響顧客行為與期望值。本研究的個案分析探討林百貨行銷手法，得知林百貨其體驗價值主要為三大部分；其一：讓顧客因稀少性原理與飢餓行銷之錯覺，使其對限定文創商品產生飢渴性、購買慾望；其二：因顧客好奇心與從眾的跟隨市潮，先從體驗支配試圖操縱消費者的心理，讓他們自願配合企業的人流管制之規定；其三：林百貨行銷手法的成功不僅使用體驗行銷與飢餓行銷手法，其巧妙的運用媒體資源，也給林百貨帶來了更多的人潮與商機。

關鍵字

體驗行銷；飢餓行銷；林百貨；消費行為

並列摘要

Due to changes of social ideology and technological development over time, enterprises constantly adopt different marketing methods to reduce costs and increase profits. The marketing strategies in innovative service determine the innovation and the use of innovation to create business opportunities. This study treats Hayashi Department Store as the target to discuss how it reaches consumers’ demands and a balance between a tourist spot and a historical site, how it chooses the best performance activity or planning to minimize the operating cost while attracting the consumers, and how it obtains consumer loyalty and satisfaction. It is a case worth discussing. This study used literature review to understand the social impact of hunger marketing strategies and application, and explored consumers’ concepts and opinions for innovation. By case study, this paper explored measures or methods of hunger marketing, and analyzed the correlation between experiential marketing’s influence on consumers and hunger marketing’s influence on consumers. Finally, from the perspective of consumer gap of innovative service design, this study discussed how the hunger marketing methods of Hayashi Department Store influence consumer behavior and expected value. According to the case analysis and discussion, this study found that the experiential value of Hayashi Department Store can be divided into 3 parts: 1) consumers have hunger for definitive innovative merchandise and produce buying desire due to principle of scarcity and illusion of hunger marketing; 2) due to consumers’ curiosity and conforming and following trend, Hayashi Department Store triggers consumers to voluntarily cooperate with the corporate regulations of control of people stream, from experiential domination to trying to manipulate consumers’ psychology; 3) the success in marketing methods of Hayashi Department Store not only uses the experiential marketing and hunger marketing methods, it also skillfully applies media resources, which brings Hayashi Department Store more customers and business opportunities