| 摘要: | 體驗行銷為一新穎的行銷概念，目的在於建立一針對客戶於使用產品或服務時，透過客戶所思考及感受到的種種因素來了解其想法及感受，進而得知如何透過產品或服務去引導客戶的想法，使其產生購買意願。基於文獻回顧之結果，近十年間關於體驗行銷之研究主要集中於企業對消費者(B2C)的交易，而針對企業對企業(B2B)交易的相關研究則相對匱乏。故本研究將以策略體驗模組為工具，探討影響高科技服務企業運用體驗行銷之因素。
本研究先以校正式德爾菲法(modified delphi)綜合高科技服務業運用體驗行銷相關領域專家之意見，訂定高科技服務業運用體驗行銷之準則要素，再以決策實驗室分析法(DEMATEL)，藉由求取體驗行銷要素彼此間之因果關係以建立決策問題架構，最後以分析網路流程法(analytic network process)作為工具求取各體驗行銷準則對於高科技服務業組織構面下之權重，對於高科技服務業之體驗行銷之定義進行評估和排序。高科技服務企業的實證研究將提出這個分析架構，以證明企業運用體驗行銷之有效性。本研究結果顯示將可為高科技服務業於經營策略上之標準與建議。
Experiential marketing is a novel marketing concept which integrates elements of emotions, logic, and general thinking processes to connect with customers. The goal of experiential marketing is to establish connections in such a way that the customers respond to a product offering based on both emotional and rational response levels. By understanding what the customers are likely to think and feel, it is possible to get an idea of how the customers can be steered in a direction that will relate to the product or services, and entice individuals to act on that impulse to purchase. Based on literature review results, the researches on experiential marketing during the past decade mainly focused on business to customer (B2C) transactions while very limited researches focused on business to business (B2B) transactions. Instead, most previous researches focused on general consumer goods industry. Furthermore, the empirical study results or theory constructions based on consumer goods can’t really be applied on high technology industry in general and high technology service industry in special. However, the high technology services have already emerged as a dominant trend during the past decade. Thus, this research aims to investigate the factors influencing experiential marketing of high technology service firms and used the strategic experiential modules (SEMs) and experiential provider as the tool. Finally, develop a multi criteria decision making (MCDM) framework for experiential marketing of the high technology service firms.
The research approach based on a multiple criteria decision making (MCDM) framework. First, to revising delphic oracle’s skills (Modified Delphi) integrated high-tech service experiential marketing advice from experts in related fields, stipulate the criteria factors of the high technology service industry experiential strategy, then, use the decision making trial and evaluation laboratory (DEMATEL) as the tool for configuring the decision problem structure, and then, the Analytical Network Process (ANP) as the tool for calculating weights of each criterion, the alternatives have been proposed for used the experiential marketing of a high technology service firm. Finally, the GRA is applied to derive the relationships between criteria and Experiential Strategies then. The empirical study on a B2B IC design service firm will be leveraged for verifying the usefulness of this proposed analytic framework on experiential marketing.
Based on the result of the research, an empirical study shows that experiential marketing over B2B company of the high-technology service industry as well as demonstrates the effectiveness of this analytic framework. Finally, the results can also as standard criteria to apply to drawing suggestions of the high technology service operating strategy. |
