以EKB模式探討傳統媒體行銷

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Title:	以EKB模式探討傳統媒體行銷 Exploring the Traditional Media Marketing Strategy in the EKB Model
Authors:	李季妍 Li, Ji-Yan
Contributors:	EMBA高階經理碩士在職學位學程
Keywords:	EKB模式;傳統媒體;電視購物;保健食品 EKB Model;Traditional Media;TV Shopping;Health Food
Date:	2021-07-22
Issue Date:	2022-12-06 08:30:50 (UTC+0)
Publisher:	亞洲大學
Abstract:	全球經濟的發展，消費者消費習慣已從傳統靜態變成較為動態且具有挑戰，並由單一走向全面，激烈競爭的消費流程，傳統媒體電視購物正在影響消費模式與對於保健食品的認知。傳統媒體之電視購物在保健食品行銷策略具有特殊性，尤其電視購物專人講解、即時開放互動與重複性等都吸引消費者心理。全球保健食品市場在西元2020年～2024年內，將達到2,359億4,000萬美元的規模。故，本研究以EKB模式之需求確認階段、資訊搜尋階段、方案評估階段、購買階段與為購後行為階段的五階段為分析架構，透過傳統媒體電視購物消費保健食品為案例分析，於五階段了解消費者心理與行為回饋給電視購物研究發現。文末，對於研究結果提出本文綜合性結論與產業實務建議。 With the development of the global economy, Consumers' consuming habits move from static to dynamic, from single to comprehensive, fiercely competitive consumption process, traditional media TV shopping is affecting consumption patterns and perceptions of health foods. In particular, TV shopping expert explanations, instant opening interaction and repetitiveness all attract consumer psychology. The global health food market will reach a scale of US$235.94 billion between 2020 and 2024. Therefore, this research uses the five stages of the EKB model: the demand confirmation stage, the information search stage, the plan evaluation stage, the purchase stage and the post-purchase behavior stage as the analysis framework, using traditional media TV shopping to consume health food as a case analysis, To understand consumer psychology and behavior feedback to the research findings of TV shopping in five stages. At the end of the article, the comprehensive conclusions and industrial practice recommendations of this article are proposed for the research results.
Appears in Collections:	[Executive MBA Program for Top Managers] Theses & dissertations

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