星巴克體驗行銷之重要性評估

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Title:	星巴克體驗行銷之重要性評估
Authors:	劉光泰 Liu, Kuang-Tai
Contributors:	工業管理學系 Industrial Management
Keywords:	星巴克;體驗行銷;層級分析法 Starbucks;Experiential Marketing;Analytic Hierarchy Process.
Date:	2013
Issue Date:	2014-06-27 00:04:52 (UTC+8)
Abstract:	Abbott 於1955年指出客戶真正想要獲得的不是買入的商品本身而是在感受愉快的購買過程，由一個人購買經歷的情感連接到產品、服務、品牌、公司、人或通過互動和難忘的體驗，這便是體驗式行銷所提出的理念。傳統的營業銷售涉及銷售產品的特性、功能與性能，但是體驗式行銷集中在了想像、感覺與娛樂時尚來提升客戶的興趣程度。藉由標誌著咖啡不只是咖啡的購物體驗，星巴克尋求銷售其咖啡館的經驗，來營造出含有熱情和溫馨氛圍的商店，如黑板菜單與咖啡吧檯面設計以及古樸的感官來體現出販賣咖啡的藝術、美學與人文科學。本研究將以體驗行銷 Abbott concluded that customers really want to buy not only the commodity itself but the feelings of pleasant buying process, by an individual experienced the emotional connection to a product, service, brand, company, or by interactive and memorable expe
Appears in Collections:	[Industrial Management] Seminar Papers

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