A Study of Experiential Marketing of A Construction Corporation in Taichung - An Example of Architectural Art

• Main Authors: Wen-Ying Tseng, 曾文瑛
• Other Authors: Min-Jiun Su
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/30042386652703571549

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 100 === According to three purposes of this study, it investigates the case of architectural art for a building corporation in Taichung, and discuss the key features of experiential marketing, experiential providers, strategic experiential modules and experience grid, experiential value antecedent, then sum up experiential value. The research framework explains four key features of experiential marketing: customer experience, to buy is an overall experience, the customer is both rational and emotional, methods and tools from multiple sources, and applies experiential marketing to a built case to operate and perform. We combine experiential providers and strategic experiential modules from the concept and execution level to form experiential grid, and discusses the causal relationship between experiential value antecedents of experiential grid and experiential value. The results show: (1) the four key features of experiential marketing for the architectural art case of the building company are the value of the customer experience, overall experience, sense and sensibility co-exist, methods and tools from multiple sources; (2) experiential providers, strategic experiential modules and experience grid include communication, identification, building cases, brand building, display space, electronic media and people; (3) strategic experiential modules includes the senses, feelings, thinking, action and correlation; (4) experience grid includes media and briefing of the build case; (5) the identification of experiential grid and the corresponding strategic experiential modules include the case name, logo, advertising slogans and corporate identity and signage system; (6) experiential providers and the corresponding strategic experiential modules include design, indoor pattern of planning and decorating, garden landscaping design, building quality and sales services; (7) the brand building of experiential grid and the corresponding strategic experiential modules include cooperation with industry, cross-industry cooperation, brand value, stories, marketing and branding public relations activities; (8) the space show of experiential providers and the corresponding strategic experiential modules include sample house show, virtual reality display and real house show; (9) the electronic media of experiential providers and the corresponding strategic experiential modules include official website, television and radio; (10) the people of experiential providers and the corresponding strategic experiential modules include employees, brokers, professional sales agency with a loyal customer; (11) the antecedents of experiential value include product packaging, reference group, physical environment, service contact and epistemic; (12) experiential value includes functional value, social value, emotional value and epistemic value.