• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文会议>Internationalization, design and global development >Discussion of Design and Experiential Marketing in Ming-Show Pottery Cultural Creative Product
【24h】

Discussion of Design and Experiential Marketing in Ming-Show Pottery Cultural Creative Product

机译：论明秀陶文化创意产品的设计与体验营销

获取原文
获取原文并翻译 | 示例
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In the present day, the government of Taiwan is tiring to promote the policy of Cultural Creative Industries (TCCI), as well as to industrialize the cultural products with creation; thus, marketing is the major factor in industrial operation; furthermore, the exterior environment, competition between the same industries, promotion and sales of the distribution and the interior creative ability become the important points for the industry. This study was focused on the case study which discussed about the interior and exterior marketing strategy analysis of Ming-Show Pottery. The relevant information was obtained from domestic and foreign literatures, which also included interviews to understand the actual operating situation deeper for the industry by interview; meanwhile the SWOT analysis was also adopted in this study to understand the poisoning, external opportunities and threats and the internal advantages and disadvantages of target markets. The study results are obtained as follow (1) The model of Experiential Strategy consists of five factors: Sense, Emotions, Thoughts, Action and Connection; so that the customer will interest in the product and culture by stimulating those five factors; ;(2) The applied strategies in the future which including brand marketing, selling spots expansion, experiential marketing ways and different industrial collaboration were made via SWOT analysis as the foundational references to the industry; and (3) Establishing the model of experiential marketing strategy applications can improve the competitive ability of marketing promotion for the industry in terms of interactional marketing.
机译：如今，台湾政府竭力推动文化创意产业（TCCI）政策，并通过创造使文化产品产业化；因此，营销是工业运作的主要因素。此外，外部环境，同一行业之间的竞争，分销的促销和销售以及内部创造能力成为该行业的重点。本研究的重点是案例研究，该案例讨论了明秀陶艺的内部和外部营销策略分析。相关信息是从国内外文献中获得的，其中还包括访谈，以通过访谈更深入地了解行业的实际运营状况；同时，本研究还采用了SWOT分析，以了解目标市场的中毒，外部机会和威胁以及目标市场的内部优缺点。研究结果如下：（1）体验策略模型由理性，情感，思想，行动和联系五个因素组成。通过刺激这五个因素，使客户对产品和文化产生兴趣； ；（2）通过SWOT分析，制定了包括品牌营销，卖点扩展，体验式营销方式以及不同行业合作等未来应用策略，作为对该行业的基础参考； （3）建立体验式营销策略应用模型，可以从互动营销的角度提高行业营销促销的竞争能力。

著录项

  • 来源
  • 会议地点 Orlando FL(US);Orlando FL(US);Orlando FL(US);Orlando FL(US)
  • 作者

    I-Yu Chen; Chi-Hsiung Chen; Cheng-Hsui Chen;

  • 作者单位

    National Yunlin University of Science and Technology Graduate School of Business Administration, No.123, University Road, Section 3, Douliu, Yunlin 64002, Taiwan;

    National Yunlin University of Science and Technology Graduate School of Creative Design, No.123, University Road, Section 3, Douliu, Yunlin 64002, Taiwan;

    National Yunlin University of Science and Technology Graduate School of Business Administration, No.123, University Road, Section 3, Douliu, Yunlin 64002, Taiwan;

  • 会议组织
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 自动化系统理论;
  • 关键词

    ming-show pottery; lazurite; cultural creation; marketing strategy; SWOT;

    机译：明秀陶器青金石;文化创造；市场策略;苦战;

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号