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This research paper aims to investigate how soundproof window manufacturers can effectively convey the efficacy of their products to consumers through friendly and efficient communication strategies, particularly focusing on the increasing elderly population and their demand for a healthy living environment. In light of issues such as the aging population and health concerns in Taiwanese society, our focus is on utilizing soundproof windows to enhance the home environment and provide a higher quality of life for the elderly. Through expert interviews as the research method, we evaluated six communication strategies: advertising, promotions, experiential events, public relations, personnel sales, and direct marketing, selecting the most suitable marketing mix based on the characteristics of soundproof windows.
The research findings indicate that combining educational public relations activities with targeted direct marketing is highly effective in increasing consumer awareness and acceptance of the efficacy of soundproof windows. Through experiential events and physical demonstrations, consumers can directly experience the actual effects of soundproof windows, thereby increasing their willingness to purchase. From the interviews, we found that consumer demands for soundproof windows include sound insulation effectiveness, aesthetics, and ease of operation, which are crucial for enhancing home comfort. For residents living near noise sources, soundproof windows not only improve their quality of sleep but also provide a quiet living environment, particularly beneficial for the elderly. It was also observed that consumer acceptance of high-priced soundproof windows depends on their understanding of product efficacy and the communication strategies in the market.
This research provides soundproof window manufacturers with market communication strategies tailored to specific social issues. We recommend that manufacturers consider social and economic factors when promoting their products in the market to effectively reach their target audience.
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