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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 曹承礎(Seng-Cho Chou) | |
| dc.contributor.author | Samuel Krushnisky | en |
| dc.contributor.author | 柯百勝 | zh_TW |
| dc.date.accessioned | 2021-06-15T06:05:28Z | - |
| dc.date.available | 2010-08-17 | |
| dc.date.copyright | 2010-08-17 | |
| dc.date.issued | 2010 | |
| dc.date.submitted | 2010-08-16 | |
| dc.identifier.citation | References
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/47550 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T06:05:28Z (GMT). No. of bitstreams: 1 ntu-99-R97749013-1.pdf: 2713141 bytes, checksum: e6e7ebd67a044fe18dd9725ac6ab578d (MD5) Previous issue date: 2010 | en |
| dc.description.tableofcontents | Table of Contents
Acknowledgements i Thesis Abstract iii Table of Contents v List of Tables vii List of Figures viii Chapter 1: Introduction 1 1.1 Motivation of Study 1 1.2 Research Purpose and Problem Statement 4 1.3 Taiwan’s luxury industry background 5 1.3.1 Taiwan’s luxury market size and situation 5 1.3.2 Luxury brand’s history in Taiwan 9 1.3.3 Taiwanese Luxury Consumers 10 1.3.4 Luxury Brands’ Location 13 1.3.5 Taiwanese Luxury Industry Trends 16 Chapter 2: Literature Review 18 2.1 Luxury Brand Definition 18 2.1.1 Luxury Brand Identity Prism 18 2.1.2 Brand luxury index: Conspicuous Consumption, Uniqueness, Quality, Hedonic and Extend-Self 24 2.2 Experiential Marketing 30 2.2.1 Four zones of experiential marketing 34 2.2.2 Characteristics of Experiential Marketing 37 2.2.3 Strategic Experiential Modules (SEMs) 40 Chapter 3: Research Methodology 51 3.1 Research Method Philosophy Statement 51 3.2 Research Process, Structure and Design 53 3.3 Selection participants and preparation for data collection 54 3.4 Data Collection 56 3.5 Research Process Summary 57 3.5.1 Research Flowchart Procedure 59 3.6 Data Analysis 60 3.7 Issues of Trustworthiness, Validity and Reliability 60 Chapter 4: Analysis and Findings 61 4.1 Experiential Marketing in Taiwan 61 4.2 Classification of marketing activities 66 4.3 Ranking of SEMs 69 4.4 Experiential marketing and SEMs used for different customers 72 4.5 Taiwanese culture preference for RELATE marketing 77 Chapter 5: Discussion, Managerial Strategic Implications, Conclusions 79 5.1 Discussions 79 5.2 Managerial Strategic Implications 83 5.3 Conclusion 85 5.4 Limitations and Future Research 85 5.5 Research Contributions 87 References 88 Appendix: 94 Case Study Prototype 94 | |
| dc.language.iso | en | |
| dc.subject | 體驗營銷 | zh_TW |
| dc.subject | 精品業 | zh_TW |
| dc.subject | 精品 | zh_TW |
| dc.subject | 精品品牌 | zh_TW |
| dc.subject | 精品市場 | zh_TW |
| dc.subject | 台灣精品 | zh_TW |
| dc.subject | 營銷 | zh_TW |
| dc.subject | luxury branding | en |
| dc.subject | Taiwan luxury | en |
| dc.subject | luxury marketing | en |
| dc.subject | luxury industry | en |
| dc.subject | experiential branding | en |
| dc.subject | experiential marketing | en |
| dc.subject | marketing | en |
| dc.subject | branding | en |
| dc.title | 台灣精品業體驗行銷策略之研究 | zh_TW |
| dc.title | An Investigation of Experiential Marketing in Taiwan's Luxury Industry | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 98-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 謝冠雄(Edward Hsieh),許瑋元(Carol Hsu) | |
| dc.subject.keyword | 精品業,精品,精品品牌,精品市場,台灣精品,營銷,體驗營銷, | zh_TW |
| dc.subject.keyword | luxury industry,luxury branding,luxury marketing,Taiwan luxury,branding,marketing,experiential marketing,experiential branding, | en |
| dc.relation.page | 99 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2010-08-16 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
| ntu-99-1.pdf 未授權公開取用 | 2.65 MB | Adobe PDF |
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