The research of Experiential Marketing Strategies, Experiential Satisfactions, Brand Image and Their Relations on PiLi Glove Puppet - A Case of Taoyuan International Airport

• Main Authors: Liang,SuE, 梁淑娥
• Other Authors: 姜佳瑗
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/74hwyd

碩士 === 中華科技大學 === 航空運輸研究所 === 102 === As we know, consumers’awareness has changed from the earliest agricultural economy, industrial economy, the service economy to the "experiential economy". Cultural creativity industry development has gotten a lot of attention from governments as well as the general public. The sales marketing tends to be diversified, especially experiential marketing has become a new trend. One company sets up an exhibition room of hand puppet to display Taiwan cultural innovation industry. The Pili Glove Puppet which located in Terminal II of Taoyuan International Airport. The study purpose of this research is to discuss the relation of experiential marketing strategy, experiential satisfaction and brand image. This study mainly used literature analysis and questionnaire survey as research method, and used description statistics method, Pearson Product-moment Correlation, One-Way ANOVA,and Stepwise Regression analysis to do data analysis. The conclusion and suggestion of this study are as follows: 1. Passengers are satisfied with the experiential marketing strategy, overall satisfaction is upper intermediate level. They have a good brand image. 2. Passengers who are the fans of Pili Glove Puppet have good feeling of experiential marketing after visiting the exhibition room. Elderly people have higher level of satisfaction with the brand image. 3. The decoration of exhibition room creates an atmosphere of nostalgia. Let the people feel the sense of belongings. 4. Experiential marketing strategies and experiential satisfactions have a positive correlation. Among those strategies, act experience and experiential satisfaction have associated with each other. 5. Experiential marketing strategy influences the brand image more than experiential satisfaction. act experience and relate experience are the main factors that affect the brand image