The Influence of Experiential Marketing On Customer Loyalty of Cultural & Creative Industries －An Example of International Multimedia Ltd.

• Main Authors: Kao Chih-Wei, 高知緯
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/61977884291056796553

碩士 === 國立中正大學 === 企業管理所 === 93 === Every activities and values in human life is generally called culture, and what sales in cultural & creative industries is an experience in conceptual and sensorial. This research combines Experiential Marketing with Means-End Chain as a framework, and uses qualitative research to understand the influence of Experiential Marketing on customer loyalty of cultural & creative industries to comprehend how to use Experiential Marketing to popularize cultural & creative industries more efficient, and help them to expand permanently. The conclusion of this research includes four point: 1. The videos of palmar drama are the major attribute that consumers contact, and create most plentiful experiential conclusion. 2. Normal theater fans tend to experience Think conclusion and seek achievement of personal value; High-loyalty theater fans prefer Relate experience and relationship value. 3. Reference group has recreate effect to consuming conclusion and value pursuing. 4. Consumers will have experience first before value pursuing. The suggestion according to this research conclusion as follows: 1. To companies in cultural & creative industries: self-destructive and creative experience. 2. To PILI International Multimedia Ltd.: enrich content, defend the core and enhance group operating. 3. To follow-up researcher: research other classification of cultural & creative industries; proceed quantitative consumer research; confer value in exchange of cultural & creative products.