服裝動態秀體驗行銷因素之研究

Experiential Marketing Factors of Fashion Shows

楊濱燦(B. T. Yang) ； 唐惠倫(H. L. Tang)

《紡織綜合研究期刊》 26卷1期 (2016/01) Pp. 34-44

https://doi.org/10.6439/TTRJ.201601_26(1).0004

摘要

由於全球化與網路科技的進步，服飾設計師與品牌公司也將服裝動態秀的發展越趨娛樂性，以摩登、時髦、有趣的體驗方式，結合流行脈動、音樂、數位科技吸引消費大眾，在發表最新商品時同步傳遞服飾品牌價值，其中所衍生的商業效益也不可小覷。鑑此，本研究從體驗行銷的觀點來探討服裝動態秀的各個面向，文獻整理出體驗行銷因素，並經專家訪談問卷深入修正，形成AHP基礎分析問卷，衡量出因素之權重比值，提供業界辦理服裝動態秀之參考。

關鍵字

服裝動態秀 ； 體驗行銷 ； AHP層級分析法

並列摘要

As globalization and advanced internet technology have made fashion labels produce fashion shows that are more entertaining and advertising, we now see them combining trend, music and digital technology to attract consumers through a new experience full of modern, edgy and interesting elements. Also, the brand value is consistently revealed by launching latest collections to create business benefits which cannot be underestimated. Given that, this study is to explore each aspect of fashion shows based on the theory of experiential marketing. In addition to lecture reading, questionnaire designed by the method of Analytic Hierarchy Process and then amended by interviews with experts is also done to conclude the ratio of different factors of experiential marketing in fashion shows for industry reference.

並列關鍵字

Fashion show ； experiential marketing ； analytic hierarchy process