A Study on the Experiential Marketing Strategies－An Example of Matige Clam Museum Theme Pavilion
| Autor: | Chiu-O Yang, 楊秋娥 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 The Matige Clam Museum was established to restore rehabilitate the endangered species -the large shellfish, Matige Clam in Western Taiwan Coast. It’s intended to, with an integrated effort pnerewe the local characteristic industry, natural ecology and culture as well luy introducing the "experiential module" of marking strategy. hoped that by experiencing consumption, the consumers might get access to and become touched emotionally by, and therefore, reshape their experience of consumption. This quality experience - oriented approach has its added - value related to the aquaculture and ecology system of the Hoof Clam and the people’s life and culture in the Yunlin coastal area. The Hoof Matige Clam Museum is the focus. The researcher started with literature review and then defined the meaning of marketing. Secondly, the field trip underwent for interviews which acted to contemplate the current situation of the Museum. A set of experiential modules - Sense, Feel, Think, Action and Relate were coordinated as context design. With reference on precedented experiential module, the researcher designed questionnaire based upon the alove five aspects. The questionnaires were issuld to visitors who visited the Museum. Respondent’s replies were collected and analyzed. The result was used to determine who the tangent audience were. Then, the audience were categorized according to their individual characteristic and what specified needs were. In all, a most appropriate marking strategy could be designated. The research findings are as follows. With regard to "Sense" Experiencing aspect, the Clay Feast was most emphasized. At the same time, visitors were surprised when touching fist - sized Mati days. As to "Feel" aspect, visitors were impressed by the thematic meals and were pleasant with the Ocean Trip. With the respecting "Think" aspect, the visitors were aware of the Shellfish DIY in the Theme Pavilion program. It’s because the program motivated creativity. In "Act" aspect, the "Groping the Clam" activity offered the authentic experience of Fishing Village which, inspired to suggest for more diversified parenting activities. With regard to "Relate" aspect, the visitors thought it would be essential to set up website and guiding signs and, hopefully, to develop a partner relationship for marketing local farm and aquatic products, simultaneously. Further, the findings of this study could be for reference by the Matige Clam Museum, as they are designing experiential strategy. Also, the researcher looks forward to the blossom of local culture, products, gifts and food, in the end, the economic development of the community could be improved. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|