| Summary: | 碩士 === 實踐大學 === 企業創新與創業管理研究所 === 98 === With the highest density of convenience stores in the world, the severe competition of this industry in Taiwan is no surprise. The marketing campaign initiated by 7-ELEVEn’s "Entire-Shop Marketing Event" since Apr 2005 is far from cease. The investment of Entire-Shop Marketing Event takes up to hundreds of millions (NTD) that few convenience store chains can continuously invest; however, FamilyMart is never absent from this game and the author is lucky enough to participate in the planning and implementation of its Entire-Shop Marketing Event. In Jul 2007, with the introduction of “Chinese God Figures” designed by DEM, FamilyMart set the record of giving away 4.1 million figures. The statistic figures that FamilyMart earned monthly revenue of over 3 billion for three consecutive months, while the main competitor 7-ELEVEn’s revenue declined for five consecutive months, show how the main theme of Entire-Shop Marketing Event directly affect the transfer of customers.
This research explores six marketing projects of FamilyMart, through literature analysis and case study, and the author hereby proposes the theoretical framework:” Value House Model: the innovative strategy of Entire-Shop Marketing Event”. The model consists of one core strategy: ”THEME”, three deign dimensions: “total sense of life”, “style ideas”, “synergistic integration”, and two performance dimensions: ”operation performance” and “brand value”. The structure of these dimensions is as follows:
1.“THEME” is the key factor to success of Entire-Shop Marketing Event. Themes that are closer to consumers’ life experiences are more likely to arouse their interest and resonance, which in turn increases its visibility and media coverage, and thus brand awareness and revenues.
2.The interpretation of the theme combines culture and creativity, and is presented in a modern, stylish design. The consumers will find it innovative and fun, which brings positive effect to brand image and brand awareness.
3.Entire-Shop Marketing Event spans a wide range of aspects, including theme, gifts, design, communications, process, materials, regulations, transport and etc., that it requires great ability of resource integration to bring synergistic effects.
4.Same/similar themes and gifts may effectively attract consumers’ participation through different packaging. Nevertheless, the question if the effect is progressively decreasing for sure could serve as directions for future research.
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