Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24748
標題: 台灣中部某一企業有機產品的體驗行銷之研究
The Study of Experiential Marketing of Organic Products of A Company in Central Taiwan
作者: 梁志明
Liang, Chih-Ming
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-0107201000560700
體驗行銷
體驗媒介
策略體驗模組
體驗矩陣
體驗價值
出版社: 高階經理人碩士在職專班
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摘要: 在競爭日益激烈的環境下,許多具競爭力的企業也逐漸意識到體驗行銷的觀念。企業的競爭優勢並非只是來自於產品創新、行銷組合或價格競爭等策略,而是在於給予顧客有價值的體驗。雖然在國內外,已有許多論文在探討體驗行銷與體驗價值,但是許多討論體驗的產業別大都在於觀光、餐飲等行業,對於有機產業的相關論文卻是相當的缺乏。本研究為個案研究,研究對象是台灣中部某一企業有機產品之體驗行銷,研究範圍包括台灣中部某一企業有機產品的體驗行銷之關鍵特性、體驗媒介、策略體驗模組、體驗矩陣、體驗價值之前因因子及體驗價值。在研究結論中提出了對個案有機產業經營者及後續欲投入有機產業經營者,在有機產業未來行銷策略及發展建議和未來有機產業學術研究的方向。
As time goes by, more and more companies realized that Experiential Marketing is the key point to be compatible within the narrow competition. The advantage of a company is not only coming from their product innovation, marketing mix, price competition, but also the Experiential Value, they could offer to their consumers. Nowadays, there are many thesis discussing about how to practicing marketing management and experiencing the value, however, they seems like they are limited under the fields of tourism, dining service, etc. It is still considered deficient within the field of organic industry as concern. With reference to a comprehensive survey of the researches in the pass, there are mostly in tourism industry or restaurant industry, there are lack of concrete source about Experiential Marketing of Organic Industry discussion. That is the motive of this paper. This is a case study of Experiential Marketing of Organic Products of A Company in Central Taiwan. It includes the Experiential Marketing, strategic experiential modules, ExPros, experiential grid, and Experiential Value of the company. On conclusion of the research, aiming at the marketing strategies and development of future organic industry, we would like to give some suggestions to those who are working in the organic field, and to people who wish to enter this business. We would also give some scholarly research and future development directions of the organic industry.
URI: http://hdl.handle.net/11455/24748
其他識別: U0005-0107201000560700
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