A Study on the Marketing of“Happy Village”

• Main Authors: Hsu Po-Chih, 許博智
• Other Authors: Dr. Hwang Ren-Lai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/48276335914752859264

碩士 === 文藻外語學院 === 創意藝術產業研究所 === 101 === Are people happy at work in this new era? This study is based on a subsidy provided in 2007 by the Department of Industrial Technology, Ministry of Economic Affairs was to encourage entrepreneurs engaged in products related to happiness. In recent years, tangible and intangible operation modes have been applied for happiness-oriented merchandise, with marketing activities focused on integrating originality and art to cater to consumers’ demands. Happy Village is a successful case of this kind of new business model. There are three aims in this research: (1) to understand the marketing philosophy of the Happy Village system; (2) to analyze the related marketing strategy, and (3) to elaborate consumers’ behavior and feelings under the Happy Village system mode. The research objects were two girls who tried to satisfy customers’ dreams and desire for happiness, by internalizing the concept of enterprise. According to the perspective of profit, Happy Village was established to promote creative products; its marketing strategy, branding application and implementation were all analyzed in order to solve the problems which occurred. Based on the qualitative research design,in-depth interviews,focus groups,observation, and document analysis were carried out for data collection.In-depth interviews and field observations and document analysis were aimed at suppliers. As for consumers, focus groups were mainly adopted, with the assistance of field observations and document analysis for realizing the triangulation test and achieving reliability and validity. To answer research questions and achieve research purposes by study methods. Happiness as a living philosophy was divided into its core values and internalized all over the company; if employees are happy at work, customers are more likely to be happy as well. Everyone shares the happiness: this is the unique marketing philosophy of Happy Village. The team members integrate creativity into the core values, which results in a marketing strategy for sensory happiness. Furthermore, the team members invite well-known bloggers who receive respect in social networks to experience Happy Village. Since the team values customers’ suggestions, those cyber friends will be re-invited to experience “Happy Village” after improvements have been made. Consequently, consumer satisfaction is the marketing strategy employed among social networks. Happiness is an experience and a kind of feeling; most consumers are satisfied with the entire environment and service of each system in Happy Village, and some of them experienced the core values that the entrepreneur wants to convey. Groups of consumers who stayed in Happy Village Inn gave it high praise for surpassing their expectations. However, the study also notes that consumers are unsatisfied with catering, rather than with intangible services. The researcher’s suggestions described in the last chapter can serve as reference for future researches.