| Summary: | 碩士 === 國立臺灣大學 === 創業創新管理碩士在職專班 === 107 === Digital technology contributes to the interaction effect and drive service content update. Consumer experience is developing variety of ways to provide the satisfied services, such as building Servicescape and serving enjoyment based on the consumer centric. In many plazas, it can be observed that the transaction is not only about buying and selling, but also the product of an interaction between consumers and the environments or the atmosphere. In addition, the consumer’s experience could conduct the selection and drive the purchase. Consumer motivation could be driven by just a memory, a picture, a song, or the senses of the sensory. Nowadays, companies required to strengthen their product features and provide the opportunity of experiencing and people are used to purchasing online due to the conveniences. All of these make the plazas need to have irreplaceable and unique features to attract consumer. The change of markets also causes that the products, brands, and companies have to modify the business model and the content of operation and service.
This paper focused on the study of the plaza and began with the service design. To explore the methods of touching consumer’s mind and the strategy of contributing to transactions, used the Business Model Canvas, SWOT Analysis, and STP Theory. The development direction of the enterprise in the future will be the consideration of consumer behavior and the design of the business mechanism linkage. The purpose of this study is finding the innovation and win-win business brand strategy, service experience system, and consumer behavior linkage. Moreover, it is expected to provide as the reference for business management, and to make the contribution on the further study.
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