隨著經濟時代的演進,消費者的意識逐漸抬頭,一改過去被動參與的模式,消費者化被動為主動,更偏好在購物前能有看得到、摸得到、眼見為憑的產品印象。因此,企業透過體驗行銷的方式,讓消費者擁有更多對於產品或服務的記憶連結點,而企業也得以藉此與消費者有更多溝通與正向回饋的機會。 因此,本研究蒐集了十八篇採用體驗行銷之企業個案,期望從中歸納出企業在採行體驗行銷時,所需依循之策略性作為。本研究結果如下: 一、主題體驗行銷:企業透過設計簡潔動人的鮮明主題,影響消費者對於既有空間、時間和事物的體驗。 二、情境體驗行銷:企業透過於店頭營造一種「感覺」或「氛圍」給消費者,使其產生衝動購物行為,並持續累積 消費者對於企業的黏著度及品牌忠誠度。 三、事件體驗行銷:企業透過設計具有創意、話題性之事件,以增加媒體的宣傳和消費者之參與,進而達成其行銷 目的與效益。 四、浸入體驗行銷:企業必須針對產品或服務,設計出得以使消費者親身試用、體驗的機會。 五、印象體驗行銷:企業透過第一線人員的「演出」,讓消費者對於企業留下深刻的品牌印象。 六、虛擬互動的體驗行銷:企業透過科技的運用,提升消費者的購物便利性及與產品的互動程度。 透過本研究期望讓企業在採行體驗行銷時,對於實務上常使用的各類體驗行銷模式之實質內涵與操作準則有更清楚、明確的方向,並達成企業之行銷目的。
With the evolution of economy and consumer awareness, consumers are now more active than before. They would love to have a look and really “touch” the product which they want to buy before actually purchasing the product. Therefore, enterprises would try to use experiential marketing to give consumers more impression and connection of the product and service. Besides, enterprises can also communicate with consumers by such method and increase the chance of receiving more positive feedback. Therefore, this research collected eighteen cases of experiential marketing and tried to induct those strategies used by those companies which adopt experiential marketing. The results are as follows: 1. Theme Experiential Marketing: companies influence consumers’ experience of the space, time, and things through designing simple yet touching themes. 2. Situation Experiential Marketing: companies create a kind of atmosphere in front of the stores. This method will make consumers do impulse purchases and create more brand loyalty for the company. 3. Event Experiential Marketing: To achieve their marketing objectives and benefits, companies will design some creative events to increase media campaigns and consumer involvement. 4. Involved Experiential Marketing: companies focus on specific products and service to create more opportunities for consumers to experience the trial version 5. Impression Experiential Marketing: Giving consumers an impressive brand image through the frontline staff of the company. 6. Virtual interactive Experiential Marketing: Companies improve the convenience of purchasing and the interactivity of products by using new technology. This study intends to give a more explicit way and provide executing norms for those companies which intend to adopt experiential marketing and thus achieve their marketing goals.