| Summary: | 碩士 === 國立臺南大學 === 科技管理研究所在職專班 === 98 === Under the intense market competition, less product differentiation, and more consumers’ selections, that an enterprise just provides perfect products cannot attract and satisfy consumers. Consumers’ needs have to be surveyed and satisfied concentratively. It is more important to create an overall experience for the consumers to establish a different marketing model.
According to technology market research company Gartner’s 2010 report, they predict that the quantity of mobile phone with Touch Panel will increase to 362.7 million, from 184.3 million in 2009, with 96.8% growth rate. In 2013, the market share rate of mobile phone with Touch Panel will reach to 58%, even to 80% in developed countries (such as Northern America and Western Europe). As Apple iPhone enters the market of consumer electronic products, the mobile phone with Touch Panel becomes more popular. Facing the great business opportunity, the relationship between brand and consumers leads to this research.
In this research, by the concept of experience marketing and experience value, the impact of multi-touch panel on consumers’ experiences and Brand Equity is studied. How the experience of using mobile phone with touch panel affects brand awareness and brand image is also included.
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