品牌體驗行銷活動營運發展探討-以紅虹企業有限公司為例

Abstract

筆者希望解析探討品牌如何以線下實體體驗活動，創造出品牌在消費者心中的價值，並透過實體通路體驗活動，來探討情境式體驗活動如何能觸動消費購物機會，並且增加消費者對於品牌的好感度！以及探討品牌活動規劃線下實體活動時，如何結合線上工具，藉由虛實整合，打造情境式體驗的活動，可以讓更多人參與並進而能了解品牌的價值，而藉由實體體驗式活動，預期更能帶動更多品牌與消費者的互動交流。消費只是最後瞬間結果，若於消費購買前若有美好的體驗，藉由體驗行銷的推動，是能創造品牌與消費者的深度連結並創造消費，而且品牌跟產品的精神與特色，會較長時間存在於消費者記憶內。筆者從事品牌行銷公關活動產業逾10幾年的經驗，從小受復興美工與臺北藝術大學的美感品味訓練，接著出社會後從電視台到行銷公司，打下行銷企畫的基礎，並且開拓業績，並於自行創業成立紅虹企業有限公司，一步一腳印，從一個人一通通電話開發，不斷被掛電話拒絕做起，先從行銷的入門磚，賣場面銷導購開始，之後逐步轉型，Roadshow、Event、展場規劃、記者會，逐步建立起來自己的聲望，客戶皆為遍布全球知名品牌。首章為緒論，包含研究背景、研究動機與目的。第二章：文獻探討體驗行銷活動的重要性，及體驗行銷的溝通工具與方式。第三章：研究方法，以「文獻回顧法」與「質性訪談法」深入研究問題，並找尋到對本研究主題有專業經歷之產業之代表性人物三位，以半結構式問卷進行深度訪談，希望能藉此收集更豐富多元完整的內容，再進行整理分析，以深入探索本研究之相關主題。第四章：以紅虹企業有限公司為案例，替品牌客戶規劃舉辦消費者體驗活動經驗，到新創立實體市集品牌之經歷，來探討體驗行銷對品牌的價值，與運用體驗行銷應用的策略來轉型與升級。第五章：結論與建議。總結以上研究結果，來研究目前疫情襲擊下，線下實體活動面臨極大的困難與挑戰，該如何在疫情時代下透過活動進而達到品牌永續之目標。According to the analysis of physical channel activities and e-commerce consumption behavior data, it is found that contextual experience activities can trigger consumer shopping opportunities and increase consumers' favorability for brands! Offline physical activities combined with online tools, through the integration of virtual and real, to create a situational experience activities, can increase the number of participants, and make consumers better understand the value of the brand. Through physical experiential activities, it is expected to drive more interactions between brands and consumers. The author has more than 10 years of experience in the industry of brand marketing and public relations activities. From an early age, I received training in aesthetics from Fu-Hsin Trade& Art School and Taipei National University of the Arts. As a new graduate, I worked from TV stations and marketing companies to set the foundation for sales planning. I started my own business, Honey Home International Ltd. Starting with cold calling by myself, I constantly keep getting rejected by hanging up the phone. I started from sales guide to get my foot in the door. After that, I gradually transformed, such as Roadshow, event, exhibition planning, and press conference, to build my own reputation. Our customers are all well-known brands all over the world.The first chapter is the introduction, including the research background, research motivation and purpose. Chapter 2: Discuss the importance of experiential marketing, and the tools and methods of experiential marketing. Chapter 3: Research Methods. Through the"literature review method" and "qualitative interview method", the problem is studied in depth. I interviewed three representatives with professional experience in this research topic, and conducted in-depth interviews with semi-structured questionnaires, so as to collect richer and diverse content, and then conduct analysis to further explore this research. Chapter 4: Taking HONEY HOME International Ltd. as an example, with the experience of holding consumer experience activities and new physical markets for customers, it discusses the transformation of experience marketing to brand value and the use of experience marketing strategies.Chapter Five: Conclusions and Recommendations. Under the attack of the epidemic, physical activities are facing great difficulties. How to achieve the goal of brand sustainability through activities in the epidemic era.