- 期刊
精品品牌故事行銷關鍵成功因素之研究
A Study of the Key Success Factors of Luxury Brand Storytelling Marketing
摘要
故事無所不在，隨著行銷手法的演進，在推銷品牌或產品時加入故事結構已成為發展的潮流。好的故事不但會讓人感動，也蘊藏商機，或成為媒體報導的話題。最重要的是，故事能夠幫助記憶，讓品牌要傳達的理念和形象得以長久留存在消費者心裡，成為品牌營運的重要推手。因此，探討故事行銷的關鍵成功因素，在實務上具有相當的重要性。本研究目的在於探討精品品牌透過故事行銷來塑造品牌形象、傳遞品牌精神及銷售產品時，該怎麼說一個好的故事才得以達到預期效果。首先，藉由文獻探討瞭解精品品牌、故事行銷的理論，初步建構出精品品牌故事行銷的關鍵成功因素，再透過專家訪談的方式，確認整理出合適因素，最後再以AHP分析法找出業界在實務操作上各項因素的重要性排序。研究分析結果指出，精品品牌故事行銷的關鍵成功因素可區分為：故事內涵、商品或服務特性、傳遞方式與目標顧客特性等4大主要構面，及22項次要評估因素來探討，研究結果顯示，前五項重要的因素分別為：精品品牌商品／服務的品質、目標顧客的消費型態、故事內涵中的情感反應、傳遞方式中的故事傳遞者，以及目標顧客的所得。
並列摘要
The story is omnipresent; storytelling marketing has become a trend of development. Story helps memorizing, so the concept and image that the brand wants to convey can remain in minds of consumers for a long time. Therefore, studying the key success factors of storytelling marketing is important in practice. Thus, this study will focus on the category of luxury brands, to explore the key success factors of story marketing. The purpose of this study is to explore how luxury brands deliver brand spirit and sell products or services through story marketing. This study uses literature analysis to find out the theory of luxury brands and storytelling marketing, and refers to the literature on storytelling marketing to find out the factors that affect consumers' purchasing behavior. Finally, the key success factors of the story marketing impact are gathered. The results of this study's data analysis distinguish the key success factors of luxury brand storytelling marketing as: story connotation, products or service characteristics, dissemination system and target customer characteristics, such as 4 dimensions and 22 criteria to explore. The results showed that the top five important factors were: the quality of products (services), the consumption type of the target customer, the emotional reaction of story connotation, the storyteller of the dissemination system, and the income of the target customer.