運用AHP方法建立體驗行銷策略衡量方法-以液晶電視產業為例

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運用AHP方法建立體驗行銷策略衡量方法-以液晶電視產業為例
著者: 謝銘龍; Hsieh, Ming-lung
林懿貞; none; 科技管理研究所在職專班
主題: 體驗行銷; TFT-LCD液晶電視; AHP; Experiential Marketing; TFT-LCD TV; AHP
描述: 長久以來家庭視聽娛樂的最佳主角『電視機』，隨著數位時代的來臨，在近三年有了重大的轉變，在環保節能的趨勢、數位訊號的播放與高品質畫質要求下，TFT-LCD液晶電視取代了已經將近有60多年歷史的映像管電視，成為了最受注目的新主角，這種跨時代交替的產品上市，對於企業而言，如何能在這一場跨世紀的競賽當中取得優勢，這不單是技術層面上的競爭也是一場消費者管理能力的競賽，在這以消費者為導向時代裏，真正了解客戶的需求，就能掌握先機與商機。然而，過去文獻提到，要將體驗行銷指標量化並不容易，並沒有一個適當的衡量方法來評定體驗行銷，因此本研究欲透過AHP理論來設計一套體驗行銷衡量方法，藉由此方法，衡量目前液晶電視體驗行銷各項表現狀況與排名。本研究藉由文獻探討歸納出「感官體驗」、「情感體驗」、「思考體驗」、「行動體驗」及「關聯體驗」之 5 項主要因素及19 項次要因素，針對於北部、中部、南部及東區四區的一般消費者為研究對象。根據研究分析結果，消費者評選液晶電視體驗行銷之重要因素，依序為感官體驗、行動體驗、思考體驗、關聯體驗及情感體驗。因此本研究建議，「感官體驗」為液晶體驗行銷主要考量因素。這是由於現今數位化影音消費電子產品已成為家庭中重要的生活必需品，具備更高畫質與高傳真影像的液晶電視更是業者及消費者所期望的，因此體驗行銷能帶來新產品及新技術的感官體驗是消費者最需求的；再則，「行動體驗」為第二項主要考量因素，液晶電視新技術的開發由高色彩飽和度、薄型化，一直到最新的3D電視技術。液晶電視體驗行銷必須需有實際的體驗活動，讓消費者能以最快的速度瞭解產品的技術及功能。
With the advent of digital age, in the past three year, the long-time best entertainer in every household – television, is now facing a tremendous transformation. Under the trend of eco-friendly and HD broadcasting, TFT-LCD displayer is finding its’ access to replace the 60-year–old CRT TV (Cathode Ray Tube Television), becoming a mainstream star. While the groundbreaking products are presented to the public eyes, for the manufacturers who are trying to leads the way in the market, it’s not only a technical but also a customer management tug of war. In this customer-means-everything era, who’s the one knows the demand, who’s the one controls the field. However, the past researches has revealed, it’s not easy to quantify the result of Experiential Marketing, for there is no specific way. The main purpose of this research is to design a method of Experiential Marketing quantification through AHP theory, also to measure the result of current TFT-LCD Experiential Marketing, to know its respond on the market. Through literature reviews in this research, 5 primary factors namely: “Sense Experiential ”, “Feel Experiential”, “Think Experiential”, “Act Experiential”, and “ Relate Experiential ” as well as 19 secondary factors are included in this research, with general consumers in four regions namely northern region, central region, southern region, and eastern region were selected as survey locations. The results showed that the consumers’ favor of TV Experiential Marketing selection factors in sequence is: Sense Experiential condition, Act Experiential, Think Experiential, Relate Experiential, and Feel Experiential. In conclusion, this research has demonstrated a suggestion that Sense Experiential should be considering as the prior factor while exercising experiential marketing. As the digital products are became a part of essential in every family, the never ceased demand of higher quality and definition are not just shouted by consumers, but manufacturers together, therefore, Experiential Marketing will provide the latest technology and products that consumers are most desired, Furthermore, Act Experiential should weigh as a secondary factor, from the high color saturation、thinner，tile recent 3D TV technology, the industry is continuously shifting. The LED TV Experiential Marketing will be required practical activities, so that the buyers could know the functions of new product and the skills behind in the most efficient and economic time.
碩士
建立日期: 2010
格式: 121 bytes
text/html
語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/2095
資源來源: NUTN IR

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運用AHP方法建立體驗行銷策略衡量方法-以液晶電視產業為例

謝銘龍; Hsieh, Ming-lung 林懿貞; none; 科技管理研究所在職專班 2010

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