台灣精品業體驗行銷策略之研究

Abstract

本研究針對台灣精品業的行銷理論與現實作法兩者之間的關連作深入探討。主要目的為協助精品業行銷策略及體驗模式，不同客戶群，作優質探索，就不同個案研究，向七個不同精品業的專家進行訪談，其結果有四項論點： （一） 在台灣精品業者，有五方面體驗行銷策略。 （二） 體驗行銷策略的重要秩序：關係、行動、感受、感官和思維。 （三） 體驗行銷策略對一般消費客戶和貴賓消費客戶有所不同。 （四） 由於典藏客戶和許多消費者之文化特性：第一代及第二代的精品消費者在台灣，透過“關係'行銷，較多評論報導甚於在歐洲。所以了解台灣精品愛好者之趨向，較能幫助精品經營者有效行銷他們的產品。

This study established the linkages between experiential marketing theories and real world practices in Taiwan’s luxury industry. The aim of this study was to help luxury marketers identify which strategic experiential modules (SEMs) are most effective for different customer segments. The methodology used was a qualitative exploratory multi-case study method. In-depth interviews were conducted with seven industry experts from luxury brands in Taiwan. There were four major findings from this study. First, luxury brands in Taiwan use all five SEMs in their marketing strategy. Second, this research found that the order of importance of the SEMs were: RELATE, ACT and FEEL, SENSE, and THINK. Third, this research found the SEMs used for ordinary customers were different from those used for VIP customers. Fourth, due to the cultural characteristic of collectivism and many consumers being first or second generation luxury consumers, RELATE marketing is even more critical in Taiwan than Europe. An understanding of Taiwanese luxury consumers’ preferences will help luxury brand managers market their brands more effectively in Taiwan.