The Application on Experiential Marketing －The Case Study of Eslitebooks

• Main Authors: Yun Torng, 童筠
• Other Authors: Ting-Ko Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/28419817567769934942

碩士 === 淡江大學 === 管理科學研究所碩士班 === 96 === With the economic growth, the standard of living also rises up. Consumer became to notice the spiritual and esthetics needs, so that shape the new consumer culture about taste and style. Due to the economic development, there comes to several new theories as experiential marketing, experience economy. They all place emphasis on cultural production and found that reasoning functional orientation in consumer decision process is not the only factor ever. As the global economic growth, Taiwan also follows the worldwide path. The experiential marketing in Taiwan has also been discussed these years. Starbucks, Eslitebooks and Ikea have been the most success brands on the experiential marketing application in Taiwan. “Eslitebooks”, to be the representative of Taiwan native enterprise, the study attempts to understand how Eslitebooks apply the theory successfully in Taiwan market place. Owing to the case study of Eslitebooks, the study discovers several important keys to the implement of experiential marketing, including (1.) The strategic experiential modules can apply the pentangle to show the relationship between each module. (2.) Clear and identical enterprise culture (or brand spirit) can strength the efficacy of experiential application. (3.) Eslitebooks uses the sense and feel modules to set the strategy foundation, and communicates the business concept through the think module with royalty consumers. Then establishes the brand equity by act and relate modules, even to play an important role in the developing process of Taiwan art and culture. Through the study, there are five strategy suggestions to Eslitebooks: (1.) Avoiding to focus too much experiential surface than the quality of goods or service. (2.) Eslitebooks’ ordnance bench mark can focus on the art and culture lifestyle to extension the product line. (3.) Developing the experiential marketing campaigns through the culture subjects in Taiwan can strength the brand equity. (4.) Take the good advantages of brand equity that Eslitebooks had now, to extension the brand. (5.) Keeping an eye on the rational relation between the strategy alliances, to keep off the dilution of brand equity .