結合互動科技之品牌體驗對於提升品牌識別度之實例研究

The Case Study of Brand Experience Integrated with Interactive Technology to Enhance Brand Identity

周藍詩(Lan-Shih Chou)

指導教授 ： 萬絢

嶺東科技大學/管理學院/高階主管企管碩士在職專班/碩士(2013年)

https://doi.org/10.6823/LTU.2013.00050

摘要

隨著消費價值的時代來臨，行銷概念提升到人類希望、價值與精神的領域，消費者透過互動科技體驗，從展現國家軟實力的博覽會，開始慢慢地滲入到消費者的日常生活，因此科技付予行銷全新的體驗與全新的樣貌，同時企業品牌藉由更多元、更吸睛的品牌體驗活動，來達到媒體曝光並提升品牌識別度的機會。
本研究為互動科技與體驗行銷之探索性研究，採量化研究方法，透過不同的互動科技案例來探討-結合互動科技在品牌體驗行銷上之實踐與運用，如何完美的結合其二者而創造更具備故事性與創意的品牌體驗，探索其運用在各式各樣異業結合的商業活動上，所衍生出更新穎的感官互動體驗與契機。

關鍵字

互動科技 ； 體驗行銷 ； 品牌體驗 ； 品牌識別度

並列摘要

With the age of consumption value, marketing concept enhances to human hopes, values and spirit realm. In general, consumers experienced the interactive technology experience to expand the country's soft power. Through this process, the interactive technology gradually plug into the customer’s life. Accordingly, technology provides marketing a new experience with the new appearance. Meanwhile, the corporate brands are more diverse and attraction to the brand experience activities for achieving media exposure in which these actions enhance the opportunity on brand recognition. In this study, an interactive technology and experiential marketing exploratory research, quantitative research methods are adopted. Through different scenarios to explore interactive technology, we combine interactive technology in brand experience marketing on the practice and application. The goal is to find a way to perfectly integrate and create more with its narrative and creative brand experience. We also explore the usage in a variety of cross-industry business activities. It derived a novel sensory interactive experience and opportunities.

並列關鍵字

Brand experience ； Interactive technology ； Brand identity

參考文獻

參考文獻

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