Exploring Effects of Experiential Marketing on Winery Industry–A Case Study of King Car Whisky Distilleries

• Main Authors: Yu-hui Liao, 廖玉惠
• Other Authors: Fu-mei Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/45842341642437885617

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === With the changing times and the consumer needs change, customers take no longer are the refined products and good service quality, but is the individual experience which meets their deep inside. The individual experience is not only particular about the atmosphere on the space design, but also making a market way to create the consumer experience. The wine factory is no longer the place to sell physical commodity, but is moving towards the culture area with the individual experience after introducing the individual experience of customers. Therefore, In order to attract and keep customers, “creating and expressing good experience” become a dominant business philosophy. The case is to research King Car whisky distilleries Where located at Ilan with the experiential marketing ,Schmitt（1999）as the base of a theory , and the experiential grid consist of the strategic experiential modules and the experiential provider as framework of the study. In experiential economy convergence, Exploring how King Car whisky distilleries attracts the customers to enjoy the special experience and purchase the products with sense, feel, think, act and relate. The research method is an in-deep interview with two differential perspectives, which including marketing personnel and consumers to analyze how to regularly operate the experiential marketing strategy in King Car whisky distilleries and what do King Car whisky distilleries’ comments on experiential marketing. The study presents the experiences of the marketing personnel who work for King Car whisky distilleries and consumers’ intuitions to describe the strategies of experiential marketing and the experiential mediums for consumers’ feeling. Besides, the study provides executions and effects on experiential marketing as practice of reference for industry. According to the study, the consumers can get five differential experiences from the experiential content of King Car whisky distilleries. Especially, sense experience and emotional experience bring strongest feeling to consumers. In the experiential mediums, the photo taking techniques of television commercials to express the amazing sense experience. In addition, King Car corp. has been co-marking with surrounding attractions to express the association between King Car corp. and Ilan. Both people and network are strongest motivations to push word-of-mouth.