| Abstract: | 在現在各品種茶葉競爭激烈的時代中，加上製茶技術日益成熟，體驗與行銷幾乎是越來越多，而怎麼引起消費者的興趣，並創造出有價值的體驗行銷。「體驗行銷」是近幾年最流行的趨勢，取代追求通路、削價競爭與商品冰冷的交易，各大行業開始藉由感官、情感、思考、行動、關聯等五大面向觸發體驗者的購買欲望，創造彼此間互動的溫度，直接讓消費者體會，讓消費者建立難以忘懷的印象，使而形成品牌的忠誠度，以下簡述體驗行銷中常見的案例及體驗行銷的五感。以往販售產品通常在網路平台上舉辦活動與消費者互動，或找部落客來業配，根據消費者關係管理平台相關數據顯示，九成表現佳的公司，會花比較多心思在體驗行銷上，可見體驗行銷的重要性。傳統行銷與體驗行銷相比已經走到了重視體驗的時代。 故採用感官(Sence)、思考(Think)、情感(Feel)、行動(Act)、關聯(Association)等五個構面當中，建立訪談大綱。本論文藉由深度訪談法相關文獻探討，從而瞭解到體驗試行銷，並探討如何從體驗行銷中產生出更大的價值。結果發現：(1)廣褒茶園為和?森林的核心資源，而茶文化體驗活動則是和?森林的主要特色。(2) 從感官、情感、思考、行動、關聯為導向進行設計和活動規劃，進一步達到滿足消費者體驗為目標。(3)以消費者的視角去更新體驗內容，並增加活動豐富性。
In the current era of fierce competition among various varieties of tea, coupled with the increasingly mature tea-making technology, experience and marketing are almost more and more, and how to arouse the interest of consumers and create valuable experience marketing."Experience marketing" is the most popular trend in recent years. Instead of pursuing access, price-cutting competition and cold commodity transactions, major industries have begun to trigger the purchase desire of experiencers through the five aspects of sensory, emotion, thinking, action, and association. Create the temperature of interaction between each other, let consumers experience directly, let consumers build unforgettable impressions, and form brand loyalty. The following is a brief description of common cases in experience marketing and the five senses of experience marketing.In the past, products sold were usually held on online platforms to interact with consumers, or to find bloggers for business matching. According to relevant data from consumer relationship management platforms, 90% of companies that performed well would spend more time on experiential marketing. Above, the importance of experiential marketing can be seen. Compared with experiential marketing, traditional marketing has come to the era of emphasizing experience.Therefore, the interview outline is established by using five dimensions: Sense, Thinking, Feeling, Action, and Association.This paper explores the relevant literature through the in-depth interview method, so as to understand the experience trial marketing, and explore how to generate greater value from the experience marketing.The results show that: (1) Guangbao tea garden is the core resource of Hugosum Forest, and tea culture experience activities are the main feature of Hugosum Forest. (2) Design and plan activities based on sensory, emotion, thinking, action, and association, and further achieve the goal of satisfying consumer experience. (3) Update the experience content from the perspective of consumers and increase the richness of activities. |
