| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 104 === In this study, three jewelers were interviewed to evaluate the strategies of marketing face, merchandise face and customer face and their corresponding strategies during festivals. The results indicate that various extent of consolidations emerge in marketing face and merchandise face, and some adjustments were also practiced in merchandise face. However, it’s main concern focuses on the acceptance of customer face, including the consumers’ motivation, the consumers’ willingness to re-purchase and also the creation of demands. All the interviewees agree that the emotional bonds with their customers are far more important than the promotions during festivals, which suggests the possibility of people valuing the interpersonal relationship highly in Oriental Society.
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