An Analysis of Experiential Marketing and Brand Relationship Quality: A Case Study of Taiwan National Palace Museum

• Main Authors: Shu-Jung Tsai, 蔡淑容
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/rv59vu

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 96 === 　　Since Pine & Gilmore (1998) mentioned in the article of “Welcome to the Experience Economy” that “The age of experience economy is coming”, corporations have gradually attached importance to the topic of “Experiential Marketing”. In recent years, corporations put more emphasis on customers’ communications and stimulations instead of merely on the functions of the product. Therefore, businesses can establish deeper trust and relationship with their customers by experiential marketing which help not only improve the competitive advantages but also derive benefits eventually. Especially in nowadays, customers have various choices. When making purchase decisions, customers will usually take “experiencing” into their considerations in addition to basic benefits the product can provide. In order to meet customers’ needs as well as to improve brand relationship quality, corporations all devote themselves into experiential marketing activities. 　　Based on this, main purposes of the research are: 1.To probe the content of experience economy and applicable range of experiential marketing. 2.To discuss the relation between the experiential gird of experiential marketing strategy and brand relationship. 3.To analyze and develop experiential marketing strategies for National Palace Museum. 　　This research is to take National Palace Museum as the practical target, and main results are as follows: 1.The competitive experience providers of National Palace Museum are Communication, Product Presence, Co-branding and Spatial Environment. 2.It is discovered that National Palace Museum is more suitable for Intensifying strategy rather than Diffusing strategy. 3.It is discovered that National Palace Museum is more suitable for Enriching strategy rather than Simplifying strategy. 4.It is suggested that National Palace Museum should apply Broadening strategy to experiential module utilization comparing to Focusing strategy. 5.It is suggested that National Palace Museum should adopt Connecting strategy rather than Separating strategy in respect of strategic utilization between experiential modules and experience providers while this portion is in relation to connection. 　　The managerial implications of this research is that with the coming of experience economy, corporations have to figure out competitive and non-competitive experience providers. With regard to the competitive experience providers, corporates should take the five strategic experiential modules of sense, feel, think, act and relate in to their marketing avtivities, in which they can strengthen brand relationship to customers.