The Key Success Factors of Pot Industry for Experiential Marketing – A Case Study of SILWA Pot

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题名:	The Key Success Factors of Pot Industry for Experiential Marketing – A Case Study of SILWA Pot
作者:	Niu, Yu-Hsuan
贡献者:	經營管理學系
关键词:	Pot;Experiential Marketing;Analytic Hierarchy Process (AHP);SILWA Pot
日期:	2017
上传时间:	2017-09-15 07:58:40 (UTC+0)
出版者:	亞洲大學
摘要:	With the change of consumer consciousness and consumption habits, in recent years, the brand quality and product function are the basic standards of purchasing. With the brand competition of Pot Industry, consumer starts to consciousness that, foreign brands aren’t actually suitable for Chinese. In the other hand, import is too expensive for proprietor. Therefore, some pot industry began to research and development the products which fit in with Chinese, even create the brand of Taiwan to competition with foreign brands. In order to make consumer to experience the products in real, pot industry also plan lots of experiential events. The purpose study is about SILWA Pot, according the questionnaires designed by the experts and by using the Analytic Hierarchy Process（AHP）, we can identify some key factors and their relative importance which lead to the success of this experience. According the research results indicated that the key successful factors of the experiential marketing are followed by sensory aspect, action aspect, emotional aspect, relational aspect and thinking aspect. About “sensory aspect”, it shows that SILWA can create the consumption environment to consumer by five senses of smell and sight. About “emotional aspect”, for SILWA, a professional clerk with knowledge can improve consumer getting more professional knowledge of products. About “thinking aspect”, transmission by SILWA the correct knowledge of using pots can let consumer think or change their used in pass. About “action aspect”, the sharing of use from C2C on community website can help consumer know about the new products of SILWA immediately. About “relational aspect”, the image of brand representative is in harmony with SILWA, can actually help consumer to connect with positive brand image.
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