Marketing Planning in Creative Life Industry－an Experiential Marketing Perspective
| Autor: | Kuo-Chin chen, 陳國欽 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Because of global market approaching with whole big environment vicissitude, our country economical develops condition. From the early agriculture, the industry economy transforms for the experience economy. For alternating the effect in accordance to the overall market which creates and expends the populace to live savors the promotion, the Executive Yuan in 2003 starts to impel the creativity life industry. Because connotation of and the experience marketing the industrial core concept has similarly many place, thus causes the researcher to be curious. Also the domestic discussion creativity life industry marketing plans correlation of research the solid service to be also insufficient, therefore this research attempts take the creativity life industry as how explores it to sell the solid service to operate creates consumer''s experience overhead construction of using the experience marketing. This research picks the case study law, choosing four surveying rods document from the industry: Guang-Xing Zhi Liao, Jin-Liang-Xing the kiln industry, Wu-Gu culture village, San-Yi Ya-Xiang-Bao. The penetration secondary material participates in the observation and depth interview: Business owner, the first line staff, skilled worker, and so on the way carries on the material collection, again take experiences the matrix to do as the analysis overhead construction. The experience medium takes the strategy experience as analyzes the main axle, and the penetration takes root the theory to carry on the analysis, repeatedly examines shows the document interview: content, and auxiliary after is connected the literature lays the analysis foundation, the thousandth of a Yuan clear analysis vein, the extract leaves the analysis category and the concept, understands time the creativity life industry plan experience marketing the key point. Finally induces possesses the research discovery and the conclusion, the suggestion industry in the solid service plan may: 1. Guides take the customer as the foundation carries on the goal marketing plan; 2.Designs a more explicit subject, the strengthened subject; 3. Studies to the same business. Regarding the following researcher, this research suggested that, 1. Unifies the consumer end to extend the research; 2. Joins the overseas documents to compare with and reference. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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