本研究以體驗行銷的概念為基礎,利用部落格文章去探討自行車參與者體驗要素之正負觀感,希望可以從中探討產業之優缺點,改善現有管理或行銷上的不足。研究範圍為180篇部落格文章,再分別透過語義網絡分析與內容分析法,去檢視其體驗要素。經過分析後共發現三個類別:一、歸納體驗行銷於部落格文章中的語意內涵。二、歸納體驗行銷要素於部落格文章中比重。三、擬定自行車產業之行銷策略建議。結論:一、自行車產業的體驗行銷策略上「關聯體驗」是可以被忽略的。二、相關單位與業者可以經由豐富的感官體驗、情感體驗及思考體驗去增進行動體驗。三、部落格確實是可以善加利用的行銷檢視與管理之工具。
In this study, based on the concept of experiential marketing, blog article to the use of experiential marketing, hope to improve the existing management or marketing. Of the range of 180 blog posts, and then were through the semantic network analysis and content analysis to examine the experience factor. After analysis, were found in three categories: 1, induction of experiential marketing blog article on the semantic content. 2, induction elements of experiential marketing blog article on weight. 3, development of industry marketing strategy recommendations. Conclusion: 1,One of the Industry, experiential marketing strategy "related " can be ignored. 2, related units and the industry via a rich sensory experience, emotional experience and thinking experience to enhance mobile experience. 3, blogs can indeed make good use of marketing tools for viewing and management.