Designing Experiencial Strategies on the Establishment of brnad by Small and Medium Enterprises:The Case Study of Leisure Farming

• Main Authors: Min-Chin Hsu, 徐敏晢
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/27ad86

碩士 === 銘傳大學 === 國際企業學系碩士班 === 94 === Since Pine and Gilmore (1998) publish their study titled “Welcome to the experience economy”, the term ‘experience’ has become one of most important words in business daily practices. Recently, as the development of information technology, products are no longer bundles of functional characteristics, business increasingly focus on customer’s experience or stimulation. Therefore, strategies that are based on ‘experience’ concept have received significant attention. Corporation like Starbucks coffee who makes a successful brand by leveraging an experiential marketing strategy, it is just one example among many. Business no matter its size is large or small will face the era of experience economy. However, as the SMEs are recognized as lack of financial capital and human resource, how to help SMEs to leverage experience strategy on their business practice and product? It is the motivation of this study. In so doing, this study employ the method developed by Schmitt (1999) to establish an experiential grid to help SMEs to build their own brand. This is also the main purpose of this study. The research process for this research are: first, to obtain the competitive providers by using QFD method; second, to test the differences between experiential modules of competitive providers by using pair wise t-test; and third, to build experiential grid strategies by using multi-regression on brand equity dimensions-brand loyalty, brand association, and brand awareness. The empirical study examines the ‘Lavender leisure farming’ in Taiwan. In Taiwan, the leisure framings increase rapidly resulting a five years growth rate is 142.32%. On average, there are three leisure framings in one village or town. As the main product of a leisure farming is service, therefore, the customer experience may play an important role in its marketing strategy. Through this study, the Lavender farming could build its competitive brand by using suitable experiential strategy. Several findings of this study are: first, by using the QFD method, the competitive providers are ‘visual and verbal identity and signage’ ‘co-branding’, and ‘electronic media’. Second, for intensifying vs. diffusing issue, Lavender farming is suitable for intensifying strategy. In other words, Lavender farming should intensify the ‘thinking’ and ‘action’ modules to levee the brand equity. Third, for enriching vs. simplifying issue, Lavender should use enriching strategy to maximize it brand equity. Fourth, for broadening vs. focusing, Lavender could use broadening strategy; and for connecting vs. separating issue, Lavender should employ the separating strategy to leverage its brand equity and value.