從體驗行銷觀點探討直購型零售業生活館商品陳列佈置規劃之考量因素及策略～以美樂家為例

Abstract

在直銷業中，產品的品質、效果，以及價格一直是顧客最重視的項目。而且高達64.8%的民眾不同意直銷產品的價格是合理的。直銷產品之所以會讓顧客覺得不合理，表示直銷品的價格與價值仍是由顧客主觀評斷，因此如何讓價值與價格能夠更為顧客所接受，不僅是顧客實際體驗後的結果，也是直銷業者的一大挑戰。本研究以體驗行銷觀點來研究臺灣第三大直購型零售業者「美樂家」直銷公司在規劃及設計其生活館時，有哪些因素可能會影響顧客的主觀價值認知。 本研究發現，直銷的顧客真正渴望的往往不是實質商品本身，而是一個令人滿意的購物體驗。能夠滿足此種美好體驗的構成因素，本研究在分析完設計師、行銷主管、直銷人員及顧客之後，依Schmitt(1999)的策略體驗模組中五個面向：感官、情感、思考、行動及關聯五個面向，歸納出共通性及不同角色的差異性因素。直銷業者在賣場的軟硬體規劃設計上，應持續強化及滿足顧客各面向的感官體驗，務求與顧客產生具有正面情感、愉悅的互動，以達到行銷的最終目的，為顧客提供具有價值的服務與體驗。 關鍵字：直銷業、美樂家、體驗行銷、商品陳列、策略體驗模組In the direct selling industry, the quality, effects, and price of the product are the most important things that customers care. And up to 64.8% of the population does not agree with the price of direct selling products is reasonable. Customer thinks the direct selling product is unreasonable means that the price and value of direct selling product is still subjectively judged by the customer. Therefore, it is not only a result from customer’s actual experiencing, but also a major challenge to direct seller making the value and the price acceptable for the customer. In this study, we refer to the view point of experiential marketing to find the factors that may affect customer’s subjective value cognition as the third large direct selling company in Taiwan, Melaleuca planning and designing their store. We found that what customer really wants is often not the product itself, but a satisfying shopping experience. We summarized the common and differential factors which can meet such a wonderful experience between different roles after analyzing the designer, marketing manager, direct seller and customer according to the five dimensions of Schmitt’s strategic experiential modules: sense, feel, think, act, and related. Direct selling company should continue to strengthen and satisfy each sensory experience of customer as planning and designing the software and hardware of store, and pursuit the positive emotions and pleasant interaction with customer in order to achieve the ultimate marketing goal and to provide customers with a valuable service and experience. Keywords: Direct selling industry, Melaleuca, Experiential marketing, Merchandise Display, Strategic experiential modules.