事件行銷應用於豪華車品牌策略之探討 – 以P汽車品牌在台灣市場為例

過現今汽車品牌中，對於顧客體驗的重視程度日漸提高，不論是提升銷售或是推廣品牌形象之目的，各大汽車品牌對於事件行銷的重視度與日俱增。然而，大多數事件行銷於汽車產業中，注重於銷售量提升而非品牌推廣或是品牌知名度之提升。本次研究目的以事件行銷提供品牌策略之角度，來探討事件行銷如何協助高級車的品牌推廣與提升品牌意識。本研究亦透過實地觀察與資料蒐集來深入瞭解事件行銷於汽車產業之推行。此研究將以P汽車品牌之個案分析說明事件行銷如何於汽車產業中推廣高級之車品牌與提升其品牌意識。

關鍵字

事件行銷；豪華車；品牌意識；品牌推廣

並列摘要

Auto companies put emphasis on customer experience progressively nowadays. Whether the purpose is to boost up sales or promote brand, auto companies pay more attention to event marketing. However, most of event marketing are sales-oriented in the automotive industry so that they just focus on increasing sales rather than brand promotion or brand awareness. The purpose of this research is to discuss how event marketing can help brand promotion and enhance brand awareness from the perspective of brand strategy with event marketing in luxury automobile industry. This research also conducted in-depth observation and real data collection to understand the implementation of event marketing in the automotive industry of luxury car. We use case analysis of P automobile brand in this research to explain how event marketing promotes the brand and enhances brand awareness in the luxury vehicle.

並列關鍵字

event marketing ； luxury automobile ； brand awareness ； brand promotion

參考文獻

References

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Retrieved From：https://www.industryresearch.biz/global-luxury-vehicles-market-13881947

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事件行銷應用於豪華車品牌策略之探討 – 以P汽車品牌在台灣市場為例

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