Research on Brand Image and Experience Marketing on Customer Repurchase Willingness - Taking IKEA Yifang from Swiss Brand as an Example
| Autor: | Chen Pay-Wen, 陳姵雯 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 This study is different from the traditional furniture store management and sales model, Ikea House (IKEA) will be the store layout into the home space reality, not only emphasize the function of the furniture itself, and then will be "good life, from home to start the"1 home concept as the basic demand for the sale of furniture. " Its marketing approach is to allow consumers to experience furniture and home space firsthand, this strategy is in line with Bernd H. Schmitt's "Experience Marketing" (experiential Marketing) concept, this article is about to "IKEA Home marketing model and experience content "as the object of discussion, trying to clarify its sales model." First of all, this study will briefly analyze the sales characteristics of traditional furniture stores, and explain the basic concept of "experience marketing", and then through literature investigation and field observation, analysis of IKEA home experience marketing model and media, and finally comprehensive comparison of experience marketing and traditional furniture industry consumer behavior characteristics. Looking forward to understanding the Ikea home in experience marketing practical use of the characteristics and creativity. This study mainly uses IKEA home consumers as a sample object to explore the relationship between brand image, experience marketing, customer loyalty and repurchase willingness relationship. A total of 70 questionnaires were sent in this study, and the recovery rate of effective questionnaire was 98%. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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