情感行銷的完美符碼--以台灣地區Leica相機使用者為例

The Perfect Code of Emotional Marketing—An Empirical Study of Leica Camera User in Taiwan

邱涵能(Han-Neng Qiu)

指導教授 ： 廖世義

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2010年)

https://doi.org/10.6346/NPUST.2010.00036

摘要

本研究以台灣地區Leica相機使用者為例，目的在探討情感行銷的完美符碼。經濟發展歷程已到美學經濟時代，相對的行銷哲學也演進到美學行銷的階段；美學行銷應瞭解消費者的文化符碼，融入情感行銷。因此，本研究依文獻探討歸納出情感行銷的完美符碼屬於三大項、六個構面，包含十五個題項。首先是基於情感美學的觀點，歸納出完美的構面是創造力，完美符碼有和諧比例、深刻本質、獨特性與觸動人心；其次是基於心理學完美主義的理論，歸納出完美的構面是內在動力，完美符碼有追求卓越、全力以赴、勇於創新、一絲不茍與忠實；最後是基於Maslow需求層次論的理論，從安全感需求的構面來看完美符碼有可信任，從愛與歸屬感需求的構面來看完美符碼有情感寄託，從自尊與尊嚴需求的構面來看完美符碼有提升價值與最高品質，從自我實現需求的構面來看完美符碼有剎那永恆與心靈震動。本研究採用深度訪談法與兩回合修正式德菲法，透過七位Leica專家，對Leica相機完美符碼的評估，建構出情感行銷的完美符碼為可信任與追求卓越。本研究將所探索出之情感行銷的完美符碼之概念基礎，歸納成應用完美符碼情感行銷概念模型，提供企業界與學術界之參考。

關鍵字

情感行銷 ； 完美符碼 ； 可信任 ； 追求卓越

並列摘要

This study has its sample based on the user of Leica camera in Taiwan area with a main objective to study the perfect code of emotional marketing. Economy has come to an era of aesthetic economy, and the marketing philosophy has evolved into aesthetic marketing relatively; for aesthetic marketing, the cultural code of the consumer needs to be understood first, and the emotional marketing needs to be built in. Therefore, in this study, based on literature review, perfect code of the emotional marketing has been divided into three main categories, six formations and fifteen items. First, based on the view point of emotional aesthetic, the perfect formation summarized is creativity, and the perfect codes include: harmony, profound essence, uniqueness and heart-touching; next, based on the theory of psychology perfectionism, the perfect formation summarized is the internal dynamic, and the perfect codes include: striving for superiority, do-your-best, innovation, scrupulous about every detail and faithfulness; at last, based on the Maslow's Needs Hierarchy Theory, viewing from the safety need formation, perfect code has its trust, viewing from the formation of the love and belongingness need, perfect code has its emotional sustenance, viewing from the formation of the self-esteem need, perfect code has its enhance value and highest quality, viewing from the formation of the self-actualization need, perfect code has its catch the moment and peak experience. In this study, in-depth interview and two-round modified Delphi method are adopted. Through the assessment on the perfect code of Leica camera by seven Leica experts, the perfect code of emotional marketing is constructed to be trust and striving for superiority. In this study, the explored conceptual basis of perfect code of emotional marketing is summarized into an emotional marketing conceptual model with the application of perfect code, and it is hoped that the result can be used as reference by people in the enterprise and the academy.

並列關鍵字

Emotional Marketing ； Perfect Code ； Trust ； Striving for Superiority

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