整合行銷傳播推廣效果分析與應用

台灣近幾年爆發一連串的食安事件，讓民眾恐懼，業者為了讓民眾吃的安心，達到養身美容之效，創建出本文中的微創商品。本文以整合行銷傳播理論為基礎，並以綜合座談方式，發現消費者購買該商品有14項誘因。再者經135份問卷調查，經重要屬性分析發現，本產品主要優勢是不含糖分、純天然、產品成分能被民眾簡而易辨、生津止渴、降低體酯肪。劣勢是價格合理、試用品嘗試、預防皮膚老化。最後，據此研究發現，提出相關實務建議供微型創業者參考之用。

關鍵字

微型創業；整合行銷傳播；重要屬性分析

並列摘要

Over the past few years, the problem of food safety in the market has also become increasingly more and more serious. The proportion of people's cancer has been rising. It has aroused people's awareness of health and fitness, and gradually eliminated chemical additives products market, making it possible for micro-entrepreneurs. Based on the theory of integrated marketing advertising and promotion, this paper finds that consumers have 14 incentives to purchase the product through a panel discussion interview. Furthermore, after 135 questionnaire surveys, it was found through important performance analysis that the main advantage of this product is that it does not contain sugar, pure natural, and the product ingredients can be easily recognized by the public, thirst, and reduce body fat. The disadvantage is that the price is reasonable, try to try, prevent skin aging. Finally, based on this research, it is found that relevant practical proposals are proposed for the reference of micro-entrepreneurs.

並列關鍵字

Micro-Entrepreneurs ； Integrated Marketing Advertising And Promotion ； Important Performance Analysis

參考文獻

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整合行銷傳播推廣效果分析與應用

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