Influence on customer behaviors in direct selling industry through brand innovation and experimental marketing
| Autor: | YANG,SHU-TING, 楊舒婷 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Looking at the advanced countries, whether it is economic development in Europe, America or Asia, we can find that the direct selling industry is really booming. At the same time, enterprises also see the huge development space brought by the direct selling model, not only the international famous brands want to seize the Taiwan market. Domestic brands are also actively developing. Not only that, but also well-known Chinese schools, like Peking University, also set up a direct sales industry development research center, which can know the direct importance of direct sales. Direct selling development has been more than half a century, direct selling is simply a concept of direct sales, there is no agent in the middle, such as the direct delivery of agricultural products, the laptop manufacturer Dell is also "not" through the intermediary agent, set up a company store to sell computers directly. From the two authors of the book：Experience Economy, B. Joseph Pine II and James H. Gilmore, we can know that companies offer attractive experiences that not only bring loyal consumers, but also bring higher profit, we can know that experience is not the final economic product, but the process leading to economic products. In this generation with many changes in marketing, many companies have fallen into the predicament of commodification. Not only are products and services no characterized, but also price reduction competition. Is there any way to solve them? It is to use the experience economy. It characteristic is that consumption is a process when the process is over, the memory of the experience will be remembered. Let customers have unforgettable memories and get a good brand impression, customers are willing to share with their friends. There are also reports said that marketing is close to the lifestyle of customers is valuable, so how close is it? Perhaps "interaction" will be a good choice. In recent years, due to the trend of sports, more direct selling brands develop rapidly, and this is quietly revealed the trend, which is combination of direct sales and youth, innovation and brand, a healthy life is pursued by people, connected with health and is in line with the current development trend of society, helping to increase the popularity of the brand, direct selling companies regard direct selling as a valuable lifestyle and continuous innovation. Consumers are no longer satisfied with the high quality and low price products, the real pursuit of quality, brand, personalization and good experience. This is also a new trend in the direct selling industry. It is not casual, unconstrained, trendy and creative. It extends the three variables of this paper: brand innovation, experience economy and interactive marketing. This study uses NU SKIN as a case study and through in-depth interviews. Arranging NU SKIN users and a senior leader, collect information about different aspects. The study found that customers' perceptions and changes in direct selling brands, the perceived value of brand innovation, the importance of experience marketing in the buying process, and the advantages of interactive marketing in perceived brands, the interactive experience is very relevant to the brand commitment |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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