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研究生:蔡語庭
研究生(外文):Yu-Ting Tsai
論文名稱:微型電商品牌之說故事行銷策略─動機、故事主軸、顧客反應架構
論文名稱(外文):The Story Marketing Strategy of Micro–Electronic Commerce Brand-Motivation, Story Spindle and Customer Response Structure
指導教授:林心慧林心慧引用關係
指導教授(外文):Hsin-Hui Lin
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:85
中文關鍵詞:品牌故事行銷電子商務說故事
外文關鍵詞:BrandStory MarketingE-Commercestorytelling
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因應網路的快速崛起與發展,電子商務平台隨之崛起。而電商平台上競爭激烈,微型品牌如何突破重圍乃是業者的一大課題。而傳遞訊息強而有力的方式之一,乃是運用說故事。本研究因此擬定探討電商平台上之微型品牌,並運用說故事之行銷方式,在動機、故事主軸與顧客反應的三大構念下,使用個案研究的深度訪談與觀察法進行內容分析,探討其行銷架構,並使用AHP層級分析法羅列構面之重要性。而在研究範圍中,因為甜點在網購中的高產值,故鎖定範圍為甜點產品。個案研究法的資料收集來源為4名甜點電商之經營者,12名甜點重度愛好的女性消費者。AHP層級分析法之資料來源則為5名甜點電商之職員,5名甜點重度愛好的女性消費者
本研究結果使用個案研究法發展出說故事行銷策略架構。本架構包含三大構念以及八大構面。三大構念分別為動機、故事主軸與顧客反應。動機構念下之構面分別為資訊傳遞、說服購買以及建立關係;故事主軸構念下之構面分別為故事內容、時機點以及互動交流;顧客反應構念下之構面分別為評價分享及降低疑慮。故事內容構面中,本研究歸納為主題、情節與角色三要素,在主題要素中得出次要素分別為品牌誕生的故事、品牌改造或創新的故事、品牌利益與價值的故事、品牌成功事蹟的故事與品牌與消費者的故事;在情節要素中得出次要素分別為謎/神秘、探索、誘惑、愛與轉捩點;在角色要素中得出次要素分別為天真者、弄臣與情人。再經由AHP層級分析法給予重要度評估。本研究之說故事行銷概念架構,可供微型電商品牌業者作為擬訂行銷策略時的參考依據。
In response to the rapid rise and development of the Internet, e-commerce platform rise quickly. The E-Commerce platform on the highly competitive, micro-brand how to break through the industry is a major issue. One of the powerful ways to deliver a message is to use storytelling. This study is to explore the micro-brand on the platform of E-commerce, and use the story marketing to the three concepts that is including motivations, story spindle and the customer response. It use the depth interviews and observation of case study to analysis content. Then, our study use AHP hierarchical to analysis the importance after we explored the marketing structure. In the scope of the study, because the dessert in the online shopping is in the high yield, so it locked range for the dessert products. There are 4 dessert E-Commerce operators and 12 dessert hobby consumers female in the data collection sources of case study. There are 5 dessert E-Commerce staff and 5 dessert hobby female consumers in the AHP hierarchy analysis of the data collection sources

The results of this study use the case study to develop the story marketing strategy structure. The structure consists of three concepts and eight facets. Three concepts include motivation, story spindle and the customer response. The structure of Motivation includes to inform information, to persuade the purchase and the to establish relations; The structure of story spindle includes the story content, timing and interactive communication; The structure of customer response includes shared for the evaluation and reducing concerns. The facets of story spindle include the three elements of topic, plot and role. In the topic element, the sub-factors include the story of the birth of the brand, the story of brand transformation or innovation, the story of brand interest and value, the story of brand success stories and the story of the brand and the consumer. In the plot elements of the sub-elements include the mystery, exploration, temptation, love and turning point. In the role o elements of the sub-elements include naive, rigoletto and lover. And it give the importance of assessment through the AHP level analysis. In this study, the marketing concept structure can be a reference of marketing strategies to the industry of micro-electronic commerce brand
摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究範圍與對象 5
第二章 文獻探討 6
2.1 用說故事打造品牌 6
2.2 故事之定義 7
2.3 故事之結構及情節角色 8
2.3.1 故事結構 8
2.3.2 故事情節與角色 11
2.4 故事之理論應用 16
2.4.1 說服知識模式Persuasion Knowledge Model 16
2.4.2 故事行銷策略與動機 18
2.4.3 故事行銷策略與故事主軸 19
2.4.4 故事行銷策略與顧客反應 20
2.4.5 敘事傳輸理論Narrative Transportation Theory 20
2.5 微型電商品牌 22
2.5.1 電商品牌說故事行銷參考個案一:喜餅業 23
2.5.2 電商品牌說故事行銷參考個案二:甜點蛋糕業 25
第三章 研究方法 28
3.1 研究流程 28
3.2 個案研究法 29
3.2.1 個案法研究設計 29
3.2.2 個案選擇與資料來源 30
3.2.3 問項設計 32
3.2.4 內容分析 33
3.3 AHP層級分析法 35
3.3.1 AHP之來源與特性 35
3.3.2 AHP之基本假設 35
3.3.3 AHP之層級與要素 36
3.3.4 AHP之評估尺度 36
3.3.5 AHP之操作程序與步驟 37
第四章 研究結果 40
4.1 個案研究法 40
4.1.1 觀察法與深度訪談 40
4.1.2 編碼分類 42
4.1.3 信度分析 49
4.2 專家訪談問卷及AHP分析 53
4.2.1 一致性檢驗 53
4.2.2 構念之構面分析 55
4.2.3 故事內容構面之要素分析 57
第五章 結論與建議 63
5.1 討論 63
5.2 理論意涵 64
5.3 管理意涵 65
5.4 研究限制與未來研究建議 67
5.4.1 研究限制 67
5.4.2 未來研究建議 68
參考文獻 70
附錄 73
附錄1 消費者深度訪談問卷 73
附錄2 經營者深度訪談問卷 75
附錄3 AHP專家訪談問卷 77
中文部份
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英文部分
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