Study of Experiential Marketing on Lin’s Ceramics Studio

• Main Authors: Ching-Fang Pan, 潘靜芳
• Other Authors: 陳智凱副教授
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/92997902156950413307

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 99 === Culture surprises and moves us and can be likened to the crisp morning air or a fresh green breath blowing into our lives. Because we are surrounded by information in the modern age, we can easily nourish our simple lifestyles with items that have diverse cultural origins and meanings. Especially in Taiwan, we are exposed to and immersed in many disparate cultures, providing opportunities for consumer products that fulfil a cultural niche. This gives rise to "cultural specificity in consumer spending," the ability by consumers to find culturally significant products that fit many different cultural tastes. One such product is ceramics and pottery, an ancient craft that evokes emotions through reinterpretations of historical traces. These works can be connections to the land and thus “a cup is not just a cup, a teapot is not just a teapot.” In effect, there is more to these everyday items than just their function. This seeks to analyze the ceramics industry in Taiwan from the perspective of experiential marketing concepts. This study first present the origins of ceramics in Taiwan and how it has changed throughout history, and it will discuss how ceramics can be a part of consumers’ everyday lives and be sustainable in the long run as an industry. The fundamental question is whether ceramics can be a culturally fashionable high-class luxury good with respect to experiential marketing, three key points being the determination of consumer tastes and desires, development of new products, and brand recognition. The end goal is to help Lin’s Ceramics Studio establish a unique style, positively affect consumers and the public, and increase its sales and profitability.