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Brand-shaping Ambassadors - a Study of Promoting Alcohol Girls' Training
the beauty economy
In recent years, Taiwan's alcohol market is buoyant. How to stimulate consumption and expand markets are a major issues for the alcohol business. The young and beautiful female, who are called "Promotion Girls", selling alcohols in restaurants and amusement places is a draw attention marketing strategy. Most researchers confirm the Promotion Girl has a positive impact on the consumers buying behavior. The Promotion Girl’s personality and personal charisma are also reasons that affect alcohol sales. However, when did the Promotion Girl appear in the Taiwanese alcohol market? How to train the Promotion Girls? And what is the Promotion Girl’s role in the job field? These questions are worth studying. By means of interviews, literature analysis and observation, the results are summarized as follows: 1. Due to the Taiwanese drinking culture and the alcohol selling, Promotion Girl’s has existed for more than 20 years in Taiwan. 2. Through the effect of the beauty economy, the Promotion Girl delivers the message of brands, and becomes a animated advertisement. 3. The pre-service training for Promotion Girls, is not as more important as their experiences and sharing into within each other. 4. The Promotion Girl was named ‘brand ambassador’. Besides being a symbol of selling and displaying products, they are also receiving customer feedback and acting as multi-function marketing tools. The Promotion Girl has a positive affect on the alcohol market. 5. The Promotion Girl gives not only sales service, but also an important element to maintain a balanced relationship among the alcohol producers, stores and customers.
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