Exploring the Formation of Moved Marketing Factors with Content Analysis

• Main Authors: Chang Yi-Jung, 張伊絨
• Other Authors: Jien Jia-Jing
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/77684764394077009764

碩士 === 聖約翰科技大學 === 企業管理系碩士班 === 102 === With the rise of increasingly intense competition of global business and consumer awareness, a company with only good products or services is not good enough to attract new customers, maintain its existing market, or withhold its current customer base. Thus, business enterprises nowadays are seeking ways to attract new and retain existing customers and moved marketing has become a new stream as well as one of the most effective corporate marketing tools. The key to moved marketing is to create the emotional side of the commodity, which is to influence consumers’ emotions, willingness to buy, and to be willing to pay the preset price. This study used content analysis method to collect articles published in the last five years from highly credited magazines in Taiwan, such as: Common Wealth Magazine, Global View, Business Weekly, Learning and Development, and Harvard Business Review. A non-random sampling method, judgemental sampling, was used to select 25 news coverage with moved-maketing related themes, over-one page in length, and detailed descriptions. The operational definition of moved marketing concepts was developed based on ontology. Two well-trained researchers were collaborated to code these stories based on a pre-developed coding table. The research results will be used to provide specific recommendations about implementation of moved marketing for businesses.