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研究生:李翔雲
研究生(外文):Hsiang-Yun Lee
論文名稱:高感性打造品牌識別之體驗-以傅子菁時裝為個案研究
論文名稱(外文):Build emotional brand identity through experiential marketing-case research haute couture FU
指導教授:黃俊英黃俊英引用關係高明瑞高明瑞引用關係
指導教授(外文):Junying HuangMing-rea Kao
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:80
中文關鍵詞:體驗行銷品牌識別
外文關鍵詞:experiential marketingbrand identity
相關次數:
  • 被引用被引用:53
  • 點閱點閱:1499
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:19
本研究乃是將最近二年熱門之議題體驗行銷(experiential marketing)與品牌識別(brand identity)加以整合,並提出策略體驗模組架構,來檢視個案品牌傅子菁時裝之五大體驗模組,是否能有效傳達出正確之品牌識別。
主要研究目的為:一、了解本研究個案對品牌識別之界定與劃分;二、針對個案品牌所選用之溝通工具,個別透析其中的體驗模組,並進一步分析感性元素各分子之組合;三、體驗行銷與目標顧客的溝通過程中,是否能有效傳達出正確的品牌識別。
在研究方法設計上,乃利用非結構式的直接問卷來進行深度訪談法,以求發掘受訪者之動機與態度。
在根據研究結論中,歸納出下列四點命題:一、各品牌識別元素會借重於特定溝通工具來傅播;二、隨著溝通媒介的差異,會產生不同組合的體驗模組。命題三: 感官體驗模組乃為五大體驗行銷模組之基石;四、各行銷媒介必須要加以整合,傳播屬性一致的體驗訊息給消費者,進而建立起長期穩定的品牌顧客關係。
國內目前與體驗行銷之研究相當缺乏,但隨著體驗經濟在實務界巳迅速的漫延現象看來,未來期望能有更多的學者與研究者投入,來豐富體驗行銷之內容。另一方面,未來研究可由顧客體驗到之品牌形象來分析品牌策略,來彌補本研究品牌識別之缺口。
This thesis will discuss the two popular issues recently, which are brand identity and experiential marketing. In addition, raising a strategic experiential model to examine if the case brand FU could effectively convey their brand identity.
The purpose of this study were:
(1) Figure out the brand identity of case brand FU.
(2) Examining the five experiential modules within the all aspects of communication vehicles
(3) Whether Case brand could actively deliver brand identity in the communication process.
The research method of this research was held by in-depth interview with unstructured questionnaire to explore the incentives and attitudes of interviewees.
According to the research findings, four propositions were shown:
(1) Each brand identity element would convey through specific communication
vehicles.
(2) Experiential module mixes will be different in the following of all varied of conveyance medias.
(3) Sense experiential module is the corner stone of the five experiential marketing modules.
(4) To build firmly long-term brand-customer relationship, all the marketing medias should be integrated to convey the consistent message to the consumers.
Future research should examine further the role of experiential marketing. In addition, the approach way from the brand image, on the counter part of the brand identity, should be continued in future studies.
第一章 緒論5
第一節 研究動機5
第二節 研究目的6
第二章 文獻回顧7
第一節 品牌識別7
一、品牌識別定義7
二、品牌識別之構面8
第二節 體驗行銷16
一、體驗行銷之內涵16
二、體驗模組17
第三節 體驗媒介28
第三章研究設計30
第一節 研究方法30
第二節 研究對象30
第三節 研究流程32
第四節研究架構33
第五節 研究限制34
第三章個案背景陳述35
第一節 公司與設計師35
一、公司簡介:35
二、設計師傅子菁之簡述:35
第二節 個案情境描述36
一、大安名店精品店之模擬體驗:36
二、國立歷史博物館之巡禮38
三、服飾發表會-動態展41
四、銷售員42
五、產品美學43
六、品牌代言人44
七、名稱、商標44
第五章 個案分析46
第一節 傅子菁之品牌識別四大構面47
一、產品構面47
二、產品之組織構面48
三、產品之人性化構面48
四、品牌之符號構面50
第二節 分析品牌之體驗策略50
一、精品店之體驗分析51
二、事件行銷54
三、人員接觸57
四、產品美學58
五、識別符號60
六、溝通媒體61
第六章 結論與建議62
第一節 研究結論62
第二節 對實務界之建議64
第三節 對個案公司的建議65
一、對於品牌識別規劃方面:65
二、在體驗媒介之運用方面67
第四節 研究貢獻67
第五節 對未來研究的建議68
參考文獻69
附錄:問卷74
圖表目錄
表2-1: 品牌個性量表13
表2-2: 品牌-消費者關係模型式14
表2-3: 愉悅、挑逗、和主宰的情緒組合。19
表2-4 實體環境之要素25
表2-5 體驗行銷之媒介29
表3-1 個案公司訪談者31
表4-1 服飾動動態展之文宣38
表5-1 所欲傳達的傅子菁服飾的品牌個性51
表6-1 傅子菁品牌識別與體驗模組之關係表64
圖2-1 品牌識別之四大構面8
圖2-2 體驗行銷模組17
圖2-4 劇場理論的組成元素23
圖3-1 本研究之流程架構32
圖3-2 研究架構33
圖4-1 傅子菁之名片46
圖5-1 體驗識別策略模型48
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